Findings from the 2002 Corporate Reputation Ratings Service Brown Yardley Research Corporate...

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


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


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


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


Spain UK


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.


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


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


Spain UK


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


COMQuest Research

Brazil Mexico

Canada U.S.


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


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