Forbes, in conjunction with Reputation Institute, has just published its 'Most And Least Reputable Big Companies' list of 2011 with Amazon getting a score of 82.70 and being placed in the top spot. The Managing Partner at Reputation Institute, Anthony Johndrow, said, "Amazon is the most reputable company in the U.S. in 2011 because consumers believe that it stands for more than what it sells. Its enterprise-wide story engages consumers in more than just delivering innovative products and services, a trustworthy and ethical customer experience or strong financial performance. The whole really is greater than the sum of the parts with Amazon, and this holistic perception creates a meaningful connection between Amazon and consumers, resulting in an excellent reputation score."
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