Mumbai: Winning over consumers may not be enough for companies that want to be seen as reputable . They need to win over a larger constituency of stakeholders if they want to be seen as reputable . This is the finding of the second Corporate Reputation Survey, conducted by TNS India, a global market research firm.
The survey reveals that software giant Infosys Technologies Ltd is perceived as the most reputable company in India. TNS analyzed the corporate reputation strength (CRS) of 70 companies on parameters such as stakeholder (includes employees, investors, consumers, vendors and clients among others) expectations and experiences with the company’s products, services, processes, management and systems. Infosys’ CRS score was found to be 91 .
It was closely followed by Tata group companies. Tata Consultancy Services Ltd (89) occupied the second place, while Tata Motors Ltd, Tata Steel Ltd and Hindustan Unilever Ltd shared the third slot with 88 points each. Maruti Udyog Ltd, Tata Tea Ltd and Wipro Ltd shared the fourth spot with 86 points each. Oil majors Reliance Industries Ltd and Indian Oil Corp. Ltd jointly secured the fifth spot, scoring 85 points each.
“To build a larger goodwill, companies today need to take care of all their stakeholders instead focusing only on their consumers,” says Shubhranshu Das, vice-president, TNS.
TNS further divided the companies in three categories—finance (companies were scrutinised for their visionary and dynamic leadership), business manager (judged for their focus on issues such as corporate visibility and image) and opinion leaders (analyzed companies’ focus on social activities and communication). In the finance category, Tata Steel led the race with a CRS score of 94 followed by ICICI Bank Ltd, Intel, Wipro Ltd, Tata Motors and Reliance Industries. Among business managers, Infosys led with CRS score of 100. Other top companies included TCS, HUL, Intel and Tata Power Ltd. Tata Tea led the opinion leaders category with a CRS index of 92 followed by Infosys, Steel Authority of India, Asian Paints Ltd and Tata Motors.
Strikingly, South Korean majors such as LG Electronics India Pvt. Ltd, Samsung India Electronics Ltd and Hyundai Motors India Ltd, which topped the first survey in 2004, didn’t figure even among the top 15 this time.
“The winners this time have displayed the ability to manage communication on all fronts, thereby building a robust image among their stakeholders,” says Das. TNS interviewed 2,000 people including senior and middle business managers, bureaucrats, academicians and media personalities between January-March 2007 for the survey.