A private consultancy firm, Reputation Institute, recently graded the top 100 companies as the most reputable firms to work at. This New York based consultancy firm accepted entries of 1,00,000 consumers from 15 global markets while compiling the ranking of the 100 best companies and multinationals across the world.
Besides BMW, Daimler (parent company of Mercedes Benz) and Volkswagen were the other two auto makers in top 10 of the list and secured 4th and 8th positions, respectively. Other auto majors present in the list of Top 100 most reputable organisations are Honda Motors (ranked 22), Toyota Motors (positioned 37), Nissan Motors (ranked 62), Suzuki Motors (placed 88) and Hyundai Motors (positioned 96). As far as the reports from social media are considered, the official BMW page of Facebook hit 10,168,960 likes, whereas the official page of Sony (ranked 2 in the list) boasted of 3,179,320 likes.
The main reason behind this study was to form a catalogue of global organisations which were successful in their domestic markets and had a global niche. Detailed examination of this approach provided the name of the organisations which are most respected, trusted and accepted by the public in 15 global markets.
In the survey, all the companies received a Global RepTrak Pulse score ranging from 0 to 100, which signified the mean of the feelings that the brands invoked in the respondents. The calculated scores were based on four emotional factors, namely esteem, trust, admiration and good feeling.
Reputation Institute considered a list of organisations that were competent enough as the candidates for enclosure in ‘The Global RepTrak 100’ pattern. In order to become a part of this study, the companies were required to fulfil specific criteria which made them eligible. These parameters included size of their annual revenue, multinational presence, decent awareness among the consumers and above-average reputation of the company in its domestic market, as calculated by Reputation Institute's global database.
RepTrak Pulse Model evaluates the faith, admiration and good feeling that the stakeholders hold towards any business firm. This model is considered as the main asset for the company as it provides a cumulative estimation of its reputation. The research of this institute specifies that the reputation is to be based on seven dimensions on which a company can develop a platform for remaining in touch with its shareholders. In the this study, Reputation Institute not just ranks organisations on basis of perceptions but also requested customers to grade it on seven chief dimensions.
This systematic plan was initiated online in all the 15 countries where it conducted the study. Using Reputation Institute's standardised RepTrak Pulse, each and every respondent was designated a highest of five arbitrarily selected organisations from the catalogue containing well known brands. In order to clarify the results, all the scores of Global RepTrak Pulse varying by over +/-0.9 are considerably dissimilar at 95 per cent confidence level. In this study, the institute received more than 1,50,000 ratings and every company obtained a common of 100 ratings from the all 15 markets.
As per Kasper Ulf Neilsen, Executive Partner, Reputation Institute, it was found that the aims and beliefs of the company matter more that what it is engaged in manufacturing and selling. Reputation Institute is the only organisation which performs a reliable global survey that is intended to recognise and access the top corporate niche throughout the globe. Between March and April 2012, over 1,50,000 ratings were received from around 47,000 consumers, who were asked to compute 100 finalists of the ‘World's Most Reputable Companies’.
