Don’t Trust Your Company’s Reputation to the Quants
Harvard Business Review
AUGUST 4, 2014
The top 10 in the most recent Harris ranking are for the most part brands that consumers do business with directly, such as Amazon, Coca-Cola, and Whole Foods. By contrast, the bottom 10 includes several companies – Goldman Sachs, AIG, Halliburton, Monsanto, and BP — which most consumers know only by reputation.
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