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"A good reputation is more valuable than money." Smart organizations understand that a reputation, however intangible, can be the most valuable asset in the marketplace. The Massachusetts Corporate Reputation Survey (MCRS) is the only annual survey that ranks the reputations of the state's leading private and public organizations. Launched in 2003, the survey is conducted on behalf of Morrissey & Company by Opinion Dynamics Corporation, a national leader in market research, polling and consulting based in Waltham, Mass. This year, the survey asked 200 Massachusetts business executives to rate a select list of 74 Massachusetts-based companies and organizations that employ a large number of Massachusetts residents on six attributes – general reputation, products and services, social responsibility, ethics and corporate governance, workplace environment and financial stability. Boston College, which has been in the overall top ten for the last four surveys, is number one in the reputation ratings this year. Non-profit organizations continue to enjoy an edge over for-profits when it comes to reputation ratings. The only for-profit companies that appear in the top ten include UPS (second place) and Dunkin Donuts (fifth place). This year, in addition to overall organization ratings, the MCRS also independently ranked organizations in the non profit and for profit sectors. In addition to the best overall ranking, Boston College receives the highest ranking in the non- profit sector. The second highest rated non-profit is Children’s Hospital, followed by Blue Cross Blue Shield of Massachusetts, Massachusetts Institute of Technology and the University of Massachusetts. Brigham and Women’s Hospital, which held the number one spot among all organizations in 2006, is ranked eighth among non-profits. Harvard University is ranked sixth among non-profits; from 2003-2005 Harvard University held the top spot among all organizations, including the non-profits. Tufts University is ranked seventh among non-profits, while Tufts/New England Medical Center is ninth and Tufts Health Plan is tenth. Five of the top ten for-profit organizations were rated for the first time in 2006. UPS garners the top rating of the for-profits, followed by Dunkin Donuts, which was ranked first among the for-profits last year. In the number three spot is the Friendly Ice Cream Corporation, followed by Yankee Candle Co. and BJ’s Wholesale Club. The rest of the for-profit top ten includes Staples, Stop and Shop, Home Depot, Reebok and Citizen’s Bank. Boston College is, of course, ranked first among colleges and universities, followed by MIT, the University of Massachusetts, Harvard University and Tufts University. Citizens Bank is the top rated financial institution, beating out Bank of America for the first time. When looking at the top five hospitals, Children’s Hospital is first and is followed by Brigham and Women’s Hospital and Tufts/New England Medical Center. Massachusetts General Hospital and Beth Israel Deaconess Medical Center round out the list. Blue Cross Blue Shield of Massachusetts is the top ranked HMO, while Tufts Health Plan and Harvard Pilgrim Health Care are a distant second and third. In general, technology and biotech companies are not recognized often enough by area executives to gain a significant reputation rating. News releases on these results can be found on this page, to the right. View The 2007 Massachusetts Corporate Reputation Survey Top 40. For more information about the survey, please call Margaret Brady at 617.523.4141 or email mbrady@morrisseypr.com.
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 Previous Survey Results
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