As this happens, customers begin to prioritize new dimensions of performance.

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The scorecard omits the possible deterioration in other dimensions of performance.

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"Batteries are particularly challenging because, unlike electronics, it's difficult to scale down their dimensions without significantly reducing performance, " said senior author of the study John Rogers of the University of Illinois at Urbana-Champaign.

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Reputation Institute then analyzed what it calls the seven dimensions of corporate reputation, including workplace, governance, citizenship, financial performance, leadership, products and services, and innovation.

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The overall index score was determined by performance in 26 image attributes across five key association dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture, and Tourism.

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