Fortune, Roper team up for reputation tool

NEW YORK: Looking to leverage the clout of its ’Most Admired’ list, Fortune magazine has teamed with Roper Starch on a new reputation management tool.

NEW YORK: Looking to leverage the clout of its ’Most Admired’ list, Fortune magazine has teamed with Roper Starch on a new reputation management tool.

NEW YORK: Looking to leverage the clout of its ’Most Admired’ list,

Fortune magazine has teamed with Roper Starch on a new reputation

management tool.



The product, the Fortune/ Roper Corporate Reputation Index, will be

based on a survey of 10,000 business executives and include an

additional survey of 12,000 consumers. It is slated for release next

spring.



The index will include criteria such as innovation and social

responsibility, but will also include traditional financial yardsticks

such as long-term investment value. It will offer comparisons between

responses from the general public, individual investors, industry

executives and other influential groups.



’Companies will be able to see which reputation factors are driving the

perceptions of their company and their products,’ said Vivek Shah,

director of new business ventures.



But Shah would not divulge the cost of the product or any interested

parties. He added that Fortune’s Most Admired rankings will not alter

its current methodology, which emphasizes financial performance.



Fortune had been looking to team with a research firm since last spring

(PRWeek, April 26), but the news is no doubt a response to NYU professor

Charles Fombrun’s recent release of his Reputation Quotient (RQ).



Fombrun and Louis Harris developed the RQ as an alternative to Fortune’s

list, but RQ has not yet been accepted as an industry standard. Also,

some observers have said that the RQ places too much emphasis on

consumer perception at the expense of companies that primarily serve

businesses.



The NYU professor was critical of the Fortune index, suggesting that it

lacked a well-defined methodology.



This latest reputation tool will no doubt carry added weight, as it

comes from a neutral party rather than a PR firm. But as with RQ, there

is no guarantee that it will garner universal acceptance.



Among those involved in creating the new tool is John Gilfeather, who

recently moved from Yankelovich Partners after 30 years.



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