FACTS & NEWS

Admired, most&least.

The question is: what is your reputation due to? How is it built or destroyed? How can you measure “admiration”? Fortune Magazine tries to answer these questions through its annual "World's Most Admired Companies" list. So, 689 companies, from 28 countries, underwent Fortune’s evaluation this year, on the base of the so called "key attributes of reputation", such as: people management, innovation, social responsibility, management and product quality, use of assets, financial soundness, long-term investment and global competitiveness.
Notice that evaluations are not average consumer-based, but they come from investors, senior executives, outside directors and financial analysts. This explains the possible discrepancy between the rankings and the public opinion about a company.

Fortune magazine so assigned a score to each organization, after the experts’ evaluations. Of course the perfect one is 10… but none of the nominees seem to deserve it. But let’s have a look at the best ones: the highest score, 8.53, belongs to Walt Disney, followed by Nike’s 8.02, Google comes fourth and Apple comes after the tenth step.

But this year, Fortune Magazine wanted to look at the other side of admiration too. So, after the most admired come the least admired companies, with the lowest experts’ ratings. Judged through nine key categories, Circuit City is the name mostly showing up. Its recent liquidation hasn’t surprised at all, since the retail community’s esteem towards the electronics retailer has been lately lacking. So, if the method and keys for the evaluation are reliable indicators, then companies like Dillard’s, Sears and Family Dollar should be seriously worried.