Forbes has published a list of the world's most respected companies, as determined by the Reputation Institute.
If there's one thing these results confirmed, it's that people like food. The $34 billion Kraft Foods was the only American firm to make it into the top ten, with a score of 81.82. Clearly, Americans have fond memories of elbow macaroni smothered in cheese-flavored sauce.
The methodology seems a little loose to me, as they never actually answer the question "respect for what?" They might as well have said it is a list of companies that "people feel warm and fuzzy about for reasons they don't quite understand." But nonetheless, the list is interesting.
Very interesting list of The World’s Most Respected Companies. And I also can’t understand what they mean by the word “respected”…