Reputations can be made and lost, but either way they’re certainly more important today than in years past. More than half of all Americans surveyed by Wirthlin Worldwide say a company’s reputation is more important today than it was five years ago. Fifty-one percent of all consumers (and 59 percent of all business executives) place a greater emphasis on corporate reputation today. A company’s focus on its customers and the quality of its products are the top two indicators of positive perception. Corporate reputation is also strongly linked to the boss – in fact, 45 percent of a company’s reputation is directly attributable to the chief executive. What makes a good ceo? For consumers, the ability to motivate employees tops the list. For business executives, the ability to communicate a clear vision is most important.
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