The impact of prior firm financial performance on subsequent corporate reputation

This study links corporate reputation, as measured byFortune magazine's Most Admired list, with firm financial performance. Seven measures of financial risk and return were collected for a sample of 149 firms from two time periods, 1981 and 1986. The mean score of four attributes from the 1993Fortune Most Admired list for the sample was then analyzed with the financial data through regression analysis. Two financial variables, Standard Deviation of the Market Return of the Firm and Return on Sales, explained between 0.12 and 0.14 of subsequent reputation. The implication for management is that they can affect a firm's subsequent reputation by lowering financial risk and controlling costs.Sue Annis Hammond is an Organizational Development Consultant based in Dallas, Texas. She has over ten years of internal consulting experience from her work at Meredith Corporation and Principal Financial Group. After taking time off from paid employment to complete a Masters of Organizational Development, she founded Kodiak Consulting, which specializes in the area of corporate culture change.John W. Slocum, Jr. holds the O. Paul Corley Chair in Management at the Cox School of Business at Southern Methodist University. He has received the Nicholas Salgo Distinguished Teaching and the Rotunda Outstanding Faculty Awards while on the faculty of SMU. He serves as a consultant to numerous organizations in the area of human resources management.