How do you measure corporate reputation?
If you are a socially responsible company, does it affect the bottom line in a positive way?
Marketing guru Philip Kotler spoke to a fortunate group of NWU alumni in Sarasota last week about corporate reputation - and why both companies and investors should care.
Kotler had numerous statistics and studies demonstrating various ways of assessing corporate reputation and its relationship to financial performance. And when considering companies to invest in, studies show that those that practice social responsibility tend to financially out perform those that don't.
The same week Kotler spoke, Microsoft passed Johnson & Johnson to take the top spot in the Harris Interactive/Wall Street Journal survey which measures corporate reputation.
Experts are saying that Microsoft is reaping the benefits of the philanthropic work of the Gates Foundation.
The 22,480 respondents who took the survey evaluated companies within six categories from Financial Performance to Emotional Appeal. Whole Foods came in 12th overall but first in the Social Responsibility category with Microsoft only 1.4 points behind. Microsoft led in Vision and Leadership, Workplace Environment and Financial Performance. To see the top five spots in each of the categories click here:
For more details on the overall corporate reputation rankings of 60 of our most visible companies, click here.
Or type "Corporate Reputation" in your browser or blog search. You'll find it.