![]() Rather RI has come up with a survey that asks respondents to answer four basic statements: “I trust this company,” “I admire and respect this company,” “I have a good feeling about this company,” and “This company has an overall good reputation.” (There is a threshold question that screens for companies the respondents know well.) The respondents rate each statement on a scale of one to seven. That contrasts with other good-company lists we cover, like the most ethical or most trustworthy rankings, which examine corporate responsibility programs and accounting transparency. To put together its list, RI looked at consumers’ perceptions of companies. The company itself and the mantra of the CEO are entirely focused on the consumer.” But more important to customer, says Hecht, “Amazon provides an excellent, high-quality product and service. Its strong-armed tactics with publishers like Hachette over the price of e-books has also spawned protests from respsected writers like Philip Roth and Salman Rushdie. The media has covered how Amazon has helped run hundreds of small bookshops and other mom-and-pop stores out of business, and Amazon has invited negative publicity about working conditions in its vast warehouses. According to RI’s head of research Brad Hecht, the general public doesn’t care about the negatives associated with Amazon. ![]()
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