There is no shortage of lists for Best Companies — Best Companies For Working Mothers, Employees, Corporate Citizenship, Corporate Responsibility and on. I’ve followed these lists since they give you a peek into what is going on in the companies on the lists. They provide a cheap method for competitive intelligence.
Then I started to think about which of these lists are themselves “the best”. After some reflection, I decided to take a closer look at Corporate Reputation ratings —
“Corporate reputation should be considered as much more than simply a brand emblem in the marketplace. Rather, it is a window to the fundamental character of a company and its leaders and as such is relevant to all stakeholders…” Harvard Professor Stephen Greyser
Corporate Reputation Ratings
|Reputation Institute||‘most visible companies’*||
|Harris Annual RQ||60 Most Visible Companies*||
|Fortune – Most admired||Fortune 1000, Global 500||
* AKA Big Companies
Now let’s look at the top 5 companies for each index.
|Harris Annual RQ||Fortune – Most admired|
|Johnson & Johnson||Berkshire Hathaway|
|Johnson & Johnson||General Mills|
|Tata Group||Kraft Foods||Toyota Motor|
Kudos to Google, Toyota and Johnson & Johnson. They all appear on at least two of the indices.
All three Corporate Reputation ratings are comprehensive in terms of measures that comprise their indices. These are perhaps the most in-depth assessments of corporate practices. In addition, they measure the companies impact on most stakeholder groups. My only concern is that the focus is on large companies. Too bad because smaller companies are often more agile in applying innovative business practices.
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