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THE REPUTATION OF COMPANIES IN FRANCE: SPOTLIGHT ON L’ORÉAL.
L’Oréal ranks first in the “reputation quotient”, used for the first time in France to assess the reputation of companies. The survey was also conducted in Germany, Great Britain and Scandinavia.
The French love L’Oréal.
The financial dailies The Wall Street Journal Europe, Handelsblatt in Germany and La Tribune in France just published the results of a survey conducted by the Reputation Institute, an American organization, and Harris Interactive, the survey institute, on the reputation of various companies in Great Britain, Germany, France and Northern Europe. This survey is being conducted in the United States for 5 years.
This year, the “reputation quotient” was used for the first in France to evaluate the reputation of companies. The ranking, which singles out the largest French and international companies (Danone, Microsoft, Peugeot-Citroën, Carrefour, Air France, etc.), places L’Oréal in first place.
L’Oréal received the top marks in 4 of the 6 selection criteria: financial performance, appeal, vision and leadership, products and services. The company ranked 2nd for human resources and 3rd for social responsibility. Generally speaking, it seems that Europeans – and especially the French - judge their companies more harshly than Americans. The marks received by French companies were lower than those of American companies of equal ranking. Overall, consumers in each country admired local companies the most: Porsche ranked no. 1 in Germany, Ikea in Sweden, etc.
6 categories to give you an idea…
In France, 3,607 people were polled. They were first queried on the reputation of the companies, then on the companies’ image. The analytical grid used to determine the reputation coefficient was made up of 20 attributes broken down into 6 categories: appeal (positive feelings towards the company, admiration, trust), social responsibility (environmental protection and social responsibility vis-à-vis the community), financial performance (profitability, growth perspectives, etc.), vision and leadership (market share, opportunities, future prospects, etc.), products and services (quality, innovation, customer relations, etc.) and human resources (remuneration, work environment, employee performance).
The survey revealed that whereas the French attach great importance to financial performance, Germans are more sensitive to high-quality products, and Britons are more interested in social responsibility.
Appreciation based on facts
According to The Wall Street Journal Europe, several concrete facts explain L’Oréal’s excellent reputation: “high-quality products, strong appeal, a true strategic vision, satisfactory financial results over the long-term” as well as “a diversified vision of beauty”, with products adapted to local needs and the use of representatives from different ethnic communities.
Finally, the daily publication highlighted another of L’Oréal’s assets: stable management. Lindsay Owen-Jones, the Chief Executive Officer of L’Oréal is only the fourth CEO of the Group in nearly a century — a real guarantee of stability in a competitive environment that is constantly on the move.
L’Oréal ranks first in the “reputation quotient”, used for the first time in France to assess the reputation of companies. The survey was also conducted in Germany, Great Britain and Scandinavia.
The French love L’Oréal.
The financial dailies The Wall Street Journal Europe, Handelsblatt in Germany and La Tribune in France just published the results of a survey conducted by the Reputation Institute, an American organization, and Harris Interactive, the survey institute, on the reputation of various companies in Great Britain, Germany, France and Northern Europe. This survey is being conducted in the United States for 5 years.
This year, the “reputation quotient” was used for the first in France to evaluate the reputation of companies. The ranking, which singles out the largest French and international companies (Danone, Microsoft, Peugeot-Citroën, Carrefour, Air France, etc.), places L’Oréal in first place.
L’Oréal received the top marks in 4 of the 6 selection criteria: financial performance, appeal, vision and leadership, products and services. The company ranked 2nd for human resources and 3rd for social responsibility. Generally speaking, it seems that Europeans – and especially the French - judge their companies more harshly than Americans. The marks received by French companies were lower than those of American companies of equal ranking. Overall, consumers in each country admired local companies the most: Porsche ranked no. 1 in Germany, Ikea in Sweden, etc.
6 categories to give you an idea…
In France, 3,607 people were polled. They were first queried on the reputation of the companies, then on the companies’ image. The analytical grid used to determine the reputation coefficient was made up of 20 attributes broken down into 6 categories: appeal (positive feelings towards the company, admiration, trust), social responsibility (environmental protection and social responsibility vis-à-vis the community), financial performance (profitability, growth perspectives, etc.), vision and leadership (market share, opportunities, future prospects, etc.), products and services (quality, innovation, customer relations, etc.) and human resources (remuneration, work environment, employee performance).
The survey revealed that whereas the French attach great importance to financial performance, Germans are more sensitive to high-quality products, and Britons are more interested in social responsibility.
Appreciation based on facts
According to The Wall Street Journal Europe, several concrete facts explain L’Oréal’s excellent reputation: “high-quality products, strong appeal, a true strategic vision, satisfactory financial results over the long-term” as well as “a diversified vision of beauty”, with products adapted to local needs and the use of representatives from different ethnic communities.
Finally, the daily publication highlighted another of L’Oréal’s assets: stable management. Lindsay Owen-Jones, the Chief Executive Officer of L’Oréal is only the fourth CEO of the Group in nearly a century — a real guarantee of stability in a competitive environment that is constantly on the move.
