Abstract
Denmark has a fairly small group of companies with an extremely high visibility among the Danish public, as has been seen in all kinds of reputation and media rankings during the last 15 years (Schultz, Mouritsen & Gabrielsen, 2001). These companies are in effect the national ‘usual suspects’ in terms of reputation. In an in-depth study of Danish company reputation rankings based on the Fourtune-method, this article demonstrates the ‘stickyness’ of the reputation of these companies, among the Danish general public. The study shows that company size is the only significant dimension that correlates with their ranking (compared to financial performance and age).
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