Good, Bad, and Both - Brouillard Communications survey on most/least desired CEO jobs - Brief Article

Chief Executive, The, August, 2001

ONE PERSON'S DREAM JOB is another's nightmare, according to the latest survey on corporate reputation by Brouillard Communications. The three companies that appear in both rankings all have the dubious distinction of high-profile reputations, for good or ill. "With Microsoft it's the antitrust case," explains Brouillard's president Bill Lyddan.

"Exxon-Mobil is still haunted by the Valdez disaster. AOL Time Warner has its tentacles in many industries, and for some people that's a negative. It just goes to show that corporate reputation is so important."

Most-Desired CEO Jobs
1. Wal-Mart Stores   20% [*]
2. Microsoft          15
3. Coca-Cola          12
4. AOL Time Warner    12
5. Exxon-Mobil         8
6. Home Depot          7
7. General Electric    6
8. Pfizer              5
9. Walt Disney         4
10. Eli Lilly          4
Least-Desired CEO Jobs
1. Exxon-Mobil            26% [*]
2. Philip Morris          23
3. Microsoft              11
4. AOL lime Warner        9
5. Cisco Systems          8
6. AT&T                   7
7. Bridgestone/Firestone  5
8. Verizon                4
9. Lucent Technologies    4
10. Intel                 3
(*)Percentage of respondents
out of 500 upper- and
middle-managers and professionals
who work for companies
with 500  employees
surveyed in May.
Source: Brouillard Communications