Findings from the 2002 Corporate Reputation Ratings Service Brown Yardley Research Corporate Reputation Ratings Service

C OM Q uest Research Methodology About the Study The Corporate Reputations Ratings Service is a shared-cost corporate image study that is conducted on an annual basis among senior business executives in 15 countries – a total of 1,500 interviews in the Americas, Asia Pacific and Europe. The fieldwork for this study, the initial wave of this program, was conducted in November-December The Countries Asia/PacificEuropeThe Americas AustraliaFranceBrazil ChinaGermanyCanada Hong KongItalyMexico IndiaSpainU.S. JapanUK Taiwan Number of Interviews A total of 100 interviews were conducted in each country; an overall total of 1,500 interviews. Data Collection With the exception of China, interviewing was conducted using a CATI (computer-assisted telephone interviewing) methodology. Interviews in China were conducted in-person. All interviews were conducted in the respondent’s native language.

C OM Q uest Research Methodology The Sample Types of Companies - The largest industrial and service companies in each country. - Industries included in the sample design were representative of each country’s largest companies. Types of Executives Senior and mid-level executives “in charge of …” -Operations, manufacturing, or production -Purchasing -Finance -MIS and technical systems -Marketing

C OM Q uest Research Most Admired Corporations: Unaided Mentions Australia China Hong Kong India Japan Taiwan

C OM Q uest Research Most Admired Corporations: Unaided Mentions France Germany Italy Spain UK

C OM Q uest Research Most Admired Corporations: Unaided Mentions Brazil Mexico Canada U.S.

C OM Q uest Research Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons Australia China Hong Kong India Japan Taiwan

C OM Q uest Research France Germany Italy Spain UK Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons

C OM Q uest Research Brazil Mexico Canada U.S. Familiarity: “Know A Lot/ A Fair Amount” Ratings – Best-in-Class Comparisons

C OM Q uest Research Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons Australia China Hong Kong India Japan Taiwan Base=Those who have heard of company

C OM Q uest Research France Germany Italy Spain UK Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons Base=Those who have heard of company

C OM Q uest Research Brazil Mexico Canada U.S. Favorability: “Very/Mostly Favorable” Ratings – Best-in-Class Comparisons Base=Those who have heard of company