collaborated with our partner Korn Ferry on this survey of corporate reputation. We began with a universe of about 1,500 candidates: the 1,000 largest U.S. companies ranked by revenue, along with non-U.S. companies in the Fortune Global 500 database that have revenues of $10 billion or more. We winnowed the assortment to the highest-revenue companies in each industry, a total of 645 in 27 countries.
To determine the best-regarded companies in 52 industries, Korn Ferry asked executives, directors, and analysts to rate enterprises in their own industry on nine criteria, from investment value and quality of management and products to social responsibility and ability to attract talent. A company’s score must rank in the top half of its industry survey to be listed.
To select our 50 All-Stars, Korn Ferry asked 3,760 executives, directors, and securities analysts who had responded to the industry surveys to select the 10 companies they admired most. They chose from a list made up of the companies that ranked in the top 25% in last year’s surveys, plus those that finished in the top 20% of their industry. Anyone could vote for any company in any industry.
The difference in the voting rolls explains why some results can seem at odds with each other. For example, Adobe fell off the All-Stars list but ranked No. 2 within the computer software category when votes from only those in that industry were counted.
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