Post on 11-Jan-2016
Findings from the 2002 Corporate Reputation
Ratings Service
Brown Yardley Research
Corporate Reputation Ratings Service
COMQuest Research
Methodology
About the Study• The Corporate Reputations Ratings Service is a shared-cost corporate image study that is conducted
on an annual basis among senior business executives in 15 countries – a total of 1,500 interviews in the Americas, Asia Pacific and Europe.
• The fieldwork for this study, the initial wave of this program, was conducted in November-December 2002.
The Countries
Asia/Pacific Europe The Americas
Australia France Brazil
China Germany Canada
Hong Kong Italy Mexico
India Spain U.S.
Japan UK
Taiwan
Number of InterviewsA total of 100 interviews were conducted in each country; an overall total of 1,500 interviews.
Data CollectionWith the exception of China, interviewing was conducted using a CATI (computer-assisted telephone
interviewing) methodology. Interviews in China were conducted in-person. All interviews were conducted in the respondent’s native language.
COMQuest Research
Methodology
The Sample
• Types of Companies
- The largest industrial and service companies in each country.
- Industries included in the sample design were representative of each country’s largest companies.
• Types of Executives
Senior and mid-level executives “in charge of …”
- Operations, manufacturing, or production
- Purchasing
- Finance
- MIS and technical systems- Marketing
COMQuest Research
Most Admired Corporations: Unaided Mentions
11%
12%
12%
13%
18%
23%
Shell
GE
GM
Coca-Cola
IBM
Microsoft
Australia China Hong Kong
India Japan Taiwan
14%
16%
16%
25%
25%
25%
31%
34%
13%Volksw agen
Sony
GE
GM
Coca-Cola
IBM
Nokia
Microsoft
Motorola
11%
13%
22%
30%
46%
9%Sony
GE
McDonalds
Coca-Cola
IBM
Microsoft
2%
8%
11%
11%
12%
16%
18%
25%
Boeing
GM
Unilever
IBM
Coca-Cola
Reliance
GE
Microsoft
6%
7%
10%
18%
25%
50%
50%
GM
GE
Microsoft
Honda
IBM
Sony
Toyota
13%
15%
20%
21%
27%
29%
GE
Intel
HP
Microsoft
IBM
TaiwanSemicon.
COMQuest Research
Most Admired Corporations: Unaided Mentions
8%
8%
9%
12%
12%
15%
17%
24%
Danone
Airbus
Renault
Coca-Cola
L'Oreal
GE
IBM
Microsoft
France Germany Italy
Spain UK
11%
13%
17%
17%
23%
24%
56%
Coca-Cola
BMW
GE
Porsche
Siemens
Microsoft
DaimlerChrysler
16%
20%
21%
21%
23%
IBM
Coca-Cola
GM
GE
Microsoft
8%
8%
8%
9%
13%
18%
18%
22%
22%
GM
DaimlerChrysler
BMW
Siemens
Ford
GE
Microsoft
Coca-Cola
IBM
9%
9%
10%
10%
10%
14%
15%
19%
22%
31%
Sony
Glaxo
BA
GE
Shell
Coca-Cola
Virgin
IBM
BP
Microsoft
COMQuest Research
Most Admired Corporations: Unaided Mentions
8%
9%
13%
14%
15%
17%
20%
22%
Toyota
Siemens
IBM
GE
Coca-Cola
GM
Nestle
Microsoft
Brazil Mexico
Canada U.S.
11%
11%
12%
14%
19%
21%
24%
GE
Sony
IBM
Ford
Microsoft
GM
Coca-Cola
6%
6%
6%
14%
16%
18%
19%
Coca-Cola
Dell
Toyota
GE
GM
IBM
Microsoft
5%
6%
11%
20%
20%
24%
Dell
Intel
GM
IBM
Microsoft
GE
COMQuest Research
Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons
42%
52%
54%
54%
56%
69%
69%
77%
88%
Dell
Boeing
Sony
Siemens
GE
IBM
HP
Microsoft
Ford
Australia China Hong Kong
India Japan Taiwan
41%
45%
45%
49%
51%
58%
69%
71%
80%
Boeing
Dell
HP
Ford
IBM
GE
Microsoft
Siemens
Sony
41%
43%
47%
51%
62%
66%
75%
85%
87%
GE
Ford
Boeing
Dell
HP
Siemens
IBM
Sony
Microsoft
20%
41%
50%
59%
72%
72%
72%
85%
87%
Dell
Boeing
HP
IBM
Siemens
GE
Ford
Microsoft
Sony
19%
45%
52%
55%
57%
59%
60%
74%
79%
Siemens
GE
Boeing
Dell
Microsoft
HP
Ford
IBM
Sony
34%
46%
50%
50%
68%
68%
70%
70%
74%
Boeing
Dell
GE
Siemens
Sony
IBM
Microsoft
HP
Ford
COMQuest Research
France Germany Italy
Spain UK
Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons
44%
46%
50%
50%
60%
60%
69%
73%
85%
Dell
GE
Ford
Boeing
HP
Siemens
Sony
IBM
Microsoft
38%
49%
50%
67%
73%
81%
83%
83%
88%
Dell
GE
Boeing
Sony
HP
Ford
Microsoft
IBM
Siemens
46%
50%
64%
66%
66%
80%
80%
82%
86%
Dell
GE
HP
Siemens
Boeing
Sony
Ford
Microsoft
IBM
37%
43%
61%
70%
76%
78%
78%
83%
85%
Dell
Boeing
GE
Sony
Siemens
Microsoft
Ford
HP
IBM
46%
47%
54%
63%
69%
71%
73%
77%
83%
Siemens
GE
Sony
Dell
Microsoft
HP
Boeing
IBM
Ford
COMQuest Research
Brazil Mexico
Canada U.S.
Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons
36%
46%
58%
58%
60%
63%
64%
76%
78%
Siemens
Dell
Sony
Boeing
HP
GE
IBM
Microsoft
Ford
40%
50%
54%
60%
64%
72%
76%
76%
86%
Boeing
Siemens
HP
Dell
IBM
Ford
GE
Sony
Microsoft
22%
41%
60%
63%
67%
69%
73%
78%
82%
Dell
Boeing
GE
HP
Siemens
Sony
Ford
IBM
Microsoft
51%
53%
66%
70%
81%
84%
91%
93%
95%
Boeing
Dell
Siemens
IBM
GE
HP
Ford
Microsoft
Sony
COMQuest Research
Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons
Australia China Hong Kong
India Japan Taiwan
56%
57%
62%
66%
69%
73%
73%
73%
79%
Siemens
IBM
Microsoft
GE
Dell
Sony
Ford
Boeing
HP
62%
69%
70%
74%
76%
83%
86%
88%
90%
Boeing
IBM
Ford
Dell
HP
GE
Sony
Siemens
Microsoft
33%
49%
54%
57%
60%
66%
66%
66%
87%
Ford
Boeing
Dell
GE
Siemens
Microsoft
IBM
HP
Sony
58%
64%
77%
78%
80%
81%
84%
89%
96%
Boeing
Dell
HP
GE
Ford
Siemens
IBM
Microsoft
Sony
32%
38%
38%
44%
44%
49%
64%
72%
83%
Siemens
GE
Boeing
Ford
HP
Dell
Microsoft
IBM
Sony
48%
49%
53%
56%
60%
60%
72%
80%
80%
Boeing
Siemens
Dell
Ford
Microsoft
GE
HP
Sony
IBM
Base=Those who have heard of company
COMQuest Research
France Germany Italy
Spain UK
Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons
48%
48%
49%
50%
61%
62%
65%
65%
75%
GE
Ford
Boeing
Microsoft
Siemens
HP
Dell
IBM
Sony
43%
45%
54%
56%
59%
65%
71%
72%
81%
Ford
Boeing
GE
Microsoft
Dell
IBM
Sony
HP
Siemens
51%
57%
57%
59%
63%
65%
75%
76%
78%
Dell
Ford
GE
Microsoft
Siemens
Boeing
IBM
Sony
HP
47%
55%
67%
67%
67%
76%
76%
76%
77%
Boeing
Dell
GE
Ford
Microsoft
Siemens
HP
Sony
IBM
41%
52%
56%
57%
63%
65%
66%
67%
81%
GE
Boeing
Ford
Siemens
Dell
IBM
Microsoft
HP
Sony
Base=Those who have heard of company
COMQuest Research
Brazil Mexico
Canada U.S.
Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons
60%
66%
67%
79%
82%
82%
84%
85%
86%
Siemens
Ford
Boeing
Dell
Microsoft
HP
Sony
GE
IBM
67%
69%
69%
69%
72%
78%
85%
92%
94%
Ford
Siemens
HP
Boeing
Dell
IBM
GE
Sony
Microsoft
54%
60%
71%
72%
74%
80%
81%
84%
86%
Dell
Boeing
IBM
GE
Sony
Microsoft
Ford
Siemens
HP
57%
78%
82%
85%
89%
89%
93%
98%
69%
Dell
Boeing
IBM
HP
Siemens
GE
Ford
Microsoft
Sony
Base=Those who have heard of company