Craig Caldwell, Professor of Management , and Jerry Toomer, Executive Partner at Butler University, have studied the Bulldog program extensively.

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The ranking is important, Institute executive partner Nicholas Trad says, because it shows where people are likely to want to visit, do business and invest.

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"Google has the best corporate reputation in the world because it understands the power of the corporate story, " says Kasper Ulf Nielsen, Reputation Institute's executive partner.

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