Past research has used the Fortune Most Admired Companies index as a proxy for such difficultto-measure variables as corporate reputation [18] [19], corporate social responsibility [12] [35],and stakeholder orientation [8] [42]. However, Fryxell & Wang [21] question the use of theFortune index for such variables, citing the index's close relationship with and possibledependence on financial performance measures. The present study takes exception to such abold conclusion and presents evidence of the usefulness of the Fortune index as a measure ofcorporate reputation.
展开▼
