Fortune magazine conducts a comprehensive survey of business perceptions of the companies with the best corporate reputations. The 2010 survey included the 1,400 largest U.S. and non-U.S. companies in 64 industry groups. More than 4,000 senior executives, outside directors, and financial analysts were asked to select the 10 companies they admired most, regardless of industry. To create industry lists, respondents rated companies in their industry on nine criteria: (1) quality of management; (2) quality of products or services; (3) innovativeness; (4) long-term investment value; (5) financial soundness; (6) ability to attract, develop, and keep talented people; (7) responsibility to the community and the environment; (8) wise use of corporate assets; and (9) global competitiveness.