Forbes, in conjunction with Reputation Institute, has just published its "Most And Least Reputable Big Companies" list of 2011 with Amazon getting a score of 82.70 and being placed in the top spot. The Managing Partner at Reputation Institute, Anthony Johndrow, said, "Amazon is the most reputable company in the U.S. in 2011 because consumers believe that it stands for more than what it sells. Its enterprise-wide story engages consumers in more than just delivering innovative products and services, a trustworthy and ethical customer experience or strong financial performance. The whole really is greater than the sum of the parts with Amazon, and this holistic perception creates a meaningful connection between Amazon and consumers, resulting in an excellent reputation score."
The survey was carried out in the first three months of 2011 with over 32,000 consumers responding. Amazon managed to earn its position by "providing value to users, staying ahead of the curve in technology and innovation and responding quickly and ethically to scandals."
The other companies to make the top ten are, in order from top to bottom, Kraft Foods, Johnson & Johnson, 3M, Kelloggs, UPS, FedEx, Sara Lee, Google and in tenth place is The Walt Disney Company. Other technology giants are on the list with Apple coming in at number 46 and Microsoft at 47. At the lower end are mostly petroleum and finance companies, such as ExxonMobil and Goldman Sachs, with only one technology company, Comcast, to come in with a score of 51.62, ranking them at 142 out of 150 companies.