WSJ has a piece on corporate reputation focusing on Microsoft. It also flags the reputation conundrum – great reputation doesn’t equate to great stock performance.

“A good reputation doesn’t guarantee results. Microsoft’s share price has been stagnant even as its reputation has been on the mend. But reputation can be especially important in recruiting and keeping employees, executives say.”

Richard Edelman is quoted:

“Moreover, Mr. Edelman believes, Microsoft benefits from a “halo effect” of the independent Bill and Melinda Gates Foundation. It is hard to appear evil when you give $6 billion of your own money to combat disease — even if the money was earned in part from anticompetitive practices.”