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Consumers can tell a lot about what a company stands for aside from its corporate values. A new study by MS&L, conducted in partnership with GfK Roper, examines some of the corporate values consumers today find most important and the effects of such perceptions on maintaining long-term business.

The report, not yet published, polled 6,000 consumers worldwide in the U.S., U.K., France, Italy, Sweden and China on topics such as “what defines a leading company?” and how blogs, the Internet and the media influenced their perception of a company’s values.

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