Of Babies and Bathwater An Extension of the Business & Society Research Forum on the Fortune Reputation Database

Business and Society 36 (4):362-386 (1997)
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Abstract

A research forum published in Business & Society in 1995 analyzed whether Fortune magazine's annual Reputation Survey is viable as a corporate social performance research database. We examine plausible alternative interpretations for a number of assertions and conclusions by the forum authors, including the premise for Brown and Perry's proposed transformation: that the Fortune data are confounded by the presence of a financial "halo," which biases ratings of nonfinancial attributes. Finally, we examine the appropriate roles of the two primary corporate rating systems in the context of CSP.

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