Harris Interactive's 2006 Ranking of the Best and Worst
by James Bleeker
In 2006, Harris Interactive
conducted a two-phase U.S. corporate reputation survey. The first phase asked
respondents to name two companies with the best reputation and two
companies with the worst reputation. Each time a company is mentioned in
either category, it received a point. From the list of companies obtained,
the 60 companies with the highest number of points were chosen for the second
The second phase
asked a second set of respondents to rate one or two companies on
20 attributes in six key dimensions, including products and
services, vision and leadership, emotional appeal, financial
performance, and workplace environment. From the responses, a
Reputation Quotient was assembled.
RESULTS for the 2006 Survey:
1. At the upper end of the
spectrum were the Reliable Two. Toyota Motor Corporation obtained a
rank of 9, up 2 places from the 2005 results, and Honda Motor
Company obtained a rank of 14, also up 2 places from the 2005
results. In-between was Amazon.com, Inc., with a rank of 11.
2. At the opposite end of
the spectrum was General Motors Corporation with a rank of
57, fourth place
from the bottom. Close were Ford Motor Company with a rank of
55, sixth place
from the bottom, and DaimlerChrysler AG with a rank of
49, twelfth place
from the bottom.
The foregoing is a summary of a February 2007 article of Auto
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