Marketing Currents - Business and Marketing Current Events

World’s Most Admired Companies


Just as it dominates our economy, Big Tech now dominates Fortune’s annual ranking of corporate reputation. For the third year in a row, Apple, Amazon, and Microsoft rank first, second, and third, respectively, based on our poll of some 3,700 corporate executives, directors, and analysts. It’s Apple’s 15th straight year in the No. 1 spot, a fitting coronation for the world’s most valuable company. 

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Discussion Questions:

  1. What constitutes an “admired” company according to these rankings from Fortune magazine?
  2. Why do you think Fortune magazine publishes these rankings every year?
  3. Based on the methodology, how does Fortune determine the rankings?
  4. What characteristics might some of the world’s most admired companies have in common?
  5. According to these rankings, which companies rank in the top three most admired companies?
  6. Why do you think these companies represent the most admired?
  7. Which two companies in the rankings seemed to benefit from the pandemic? Why?
  8. Are any of your favorite brands on this list?
  9. Are you surprised by any of the companies on this list?
  10. What is innovation?
  11. Do you think any of the companies on this list could be considered innovative? Why or why not?
  12. What is leadership?
  13. Why is leadership important in business?
  14. How do you think leadership impacts whether a company is admired or not?
  15. From a career perspective, do you think this list aligns with which companies might be the best to work for? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.