Foreignness counts when building reputation

If there’s one thing that jumps out from Nielsen/Harris Poll’s latest report on the most reputable companies in the US, it is that foreignness counts.

While many foreign firms have high brand recognition and loyalty in the US, not to say substantial manufacturing interests, not a single European entity and only Honda, Samsung, Sony and Toyota from Asia are found to have an excellent or very good reputation in the country, reinforcing how challenging it is to build a strong reputation in foreign lands.



The world is less flat than we suppose.

Might it also be less social?




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