Reputation Institute

Reputation Institute is a research and insights company that analyzes the reputation of corporations[1][2] and places,[3] based on studies of consumer perceptions and media coverage. It was started by two business school academics, Charles Fombrun and Cees van Riel, in 1999 and is headquartered in Boston, Massachusetts.[4]

Reputation Institute
Founded1999
Founder
Headquarters
Boston, Massachusetts
,
U.S.
Key people
Kylie Wright Ford (CEO)
Websitereputationinstitute.com

History

In 1996, Charles Fombrun, a professor at New York University Stern School of Business, published the book Reputation: Realizing Value From the Corporate Image.[5] With Cees van Riel, a professor at the Rotterdam School of Management, Erasmus University, Fombrun, in 1997, also began publishing Corporate Reputation Review, an academic journal now published by Palgrave Macmillan.[5][6] Fombrun and a doctoral student Violina Rindova then organized a conference on corporate reputation at New York University, which was later hosted in subsequent years by other academics and universities.[5]

In 1999, Fombrun and van Riel founded Reputation Institute which took over the organizational responsibility of the annual corporate reputation conference.[5][6] The conference served to centralize all research endeavors on corporate reputation.[7]

In 2013, a New-York-based private equity firm, Catalyst Investors, purchased a minority stake in Reputation Institute.[8] In February 2018, Reputation Institute purchased U.K. based media analytics company Mettle Consulting.[9] Kylie Wright-Ford was appointed CEO of Reputation Institute in June 2018.[4][10] In May 2019, Reputation Institute bought Cormex Research, a Canadian media analytics company.[11]

Reputation ratings
Most Reputable Countries (2018)
Rank Country Score
1 Sweden 81.7
2 Finland 81.6
3 Switzerland 81.3
4 Norway 81.1
5 New Zealand 79.7
6 Australia 79.6
7 Canada 79.2
8 Japan 77.7
9 Denmark 76.7
10 Netherlands 76.1
Most Reputable Companies (2019)
Rank Company Home country
1 Rolex Switzerland
2 Lego Denmark
3 Walt Disney United States
4 Adidas Germany
5 Microsoft United States
6 Sony Japan
7 Canon Inc. Japan
8 Michelin France
9 Netflix United States
10 Bosch Germany

In collaboration with Harris Interactive, Reputation Institute developed Reputation Quotient (RQ) in 1999.[12][13] The RQ model uses 20 questions analyzed to gather data from members of the public and evaluate the reputations of corporations and organizations.[14] The model evaluated organizations in six dimensions: "emotional appeal," "products and services," "financial performance," "vision and leadership," "workplace environment," and "social and environmental responsibility."[15]

In 2005, Reputation Institute developed the RepTrak model to replace RQ. As of 2016, RepTrak studies are conducted annually in 25 industries across 40 countries.[12][15] RepTrak analyzes public opinions across numerous countries[16] and analyzes corporate reputation using measures in seven dimensions: "products and services," "innovation," "workplace," "governance," "citizenship," "leadership," and "performance."[13][14][17]

Reputation Institute also publishes Country RepTrak which ranks the reputations of nations using three criteria: "appealing environment," "advanced economy," and "effective government."[18] In the 2015 Country RepTrak, Canada ranked 1st, United States ranked 22nd, and Mexico ranked 37th overall out of the 55 countries evaluated in the study.[16] The first table on the right shows the top ten countries ranked in the Country RepTrak released in June 2018.[3][19]

In March 2019, Reputation Institute compiled and released the annual Global RepTrak 100 study, a ranking of corporate reputation is calculated after surveying more than 230,000 people from among the general public in 15 countries. The second table on the right shows the top ten companies ranked in RepTrak released in March 2019.[20]

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References
  1. Reisinger, Don (2017-03-01). "Apple Ranked Behind Google on This Corporate Reputation Study". Fortune. Retrieved 2019-12-06.
  2. Anders, George (2008-01-09). "As Economy Slows, Reputation Takes On Added Meaning". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-12-06.
  3. Pitofsky, Marina (2018-06-22). "The most reputable country in the world is ..." USA Today. Retrieved 2019-12-06.
  4. Chesto, Jon (2018-11-05). "Reputation Institute is on way to Back Bay". The Boston Globe. Retrieved 2019-12-06.
  5. Carroll, Craig E. (2016-05-31). "Appendix A: History of Corporate Reputation". The SAGE Encyclopedia of Corporate Reputation. SAGE Publications. p. 913. ISBN 978-1-4833-7650-9.
  6. Carroll, Craig E. (2015-06-22). The Handbook of Communication and Corporate Reputation. John Wiley & Sons. p. 24. ISBN 978-1-119-06123-6.
  7. Carroll 2016. p. 915.
  8. Dai, Shasha (2013-05-23). "Catalyst Investors Takes Stake in Reputation Institute". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-11-21.
  9. "Reputation Institute adquiere Mettle Consulting, compañía especializada en análisis de Big Data". Europa Press. 2018-02-21. Retrieved 2019-11-22.
  10. "New CEO role for Cowra's Kylie Wright-Ford". Cowra Guardian. 2018-06-23. Retrieved 2019-11-22.
  11. Moore, Thomas (2019-05-29). "Reputation Institute buys Canadian media measurement shop". PR Week. Retrieved 2019-11-22.
  12. Carroll 2016. p. 914.
  13. Dowling, Grahame R.; Gardberg, Naomi A. (2012). "Keeping Score: The Challenges of Measuring Reputation". In Barnett, Michael L.; Pollock, Timothy G. (eds.). The Oxford Handbook of Corporate Reputation. OUP Oxford. p. 47. ISBN 978-0-19-959670-6.
  14. Davies, Gary (2016). "The Meaning and Measurement of Corporate Reputation". In Burke, Ronald J.; Martin, Graeme (eds.). Corporate Reputation: Managing Opportunities and Threats. CRC Press. p. 53. ISBN 978-1-317-15946-9.
  15. Liu, Jingfang (2016). "Reputational Criteria". In Carroll, Craig E. (ed.). The SAGE Encyclopedia of Corporate Reputation. SAGE Publications. p. 675. ISBN 978-1-4833-7650-9.
  16. Newburry, William (2016). Carroll, Craig E. (ed.). The SAGE Encyclopedia of Corporate Reputation. SAGE Publications. pp. 494–497. ISBN 978-1-4833-7650-9.
  17. Gardberg, Naomi A.; Ángel, Alloza (2016). "Scales for Measuring Corporate Reputation". In Carroll, Craig E. (ed.). The SAGE Encyclopedia of Corporate Reputation. SAGE Publications. p. 728. ISBN 978-1-4833-7650-9.
  18. Castilla-Polo, F. (2018). "The Role of Country Reputation in Positioning Territories: A Literature Review". In Carvalho, Luísa Cagica; Rego, Conceição; Lucas, M. Raquel; Sánchez-Hernández, M. Isabel; Noronha, Adriana Backx (eds.). Entrepreneurship and Structural Change in Dynamic Territories: Contributions from Developed and Developing Countries. Springer. p. 63. ISBN 978-3-319-76400-9.
  19. Trad, Nicolas; Prado, Fernando (2018-06-21). "The World's Most Reputable Countries: 2018 Country RepTrak" (PDF). Reputation Institute. p. 18. Retrieved 2019-12-06.
  20. Valet, Vicky (2019-03-07). "The World's Most Reputable Companies 2019". Forbes. Retrieved 2019-12-06.
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