Measuring Company Innovation From the Customer’s Point of View

Rockbridge Associates has partnered with the Norwegian School of Economics and Fordham University’s Gabelli School of Business on a project that scores and ranks the innovativeness of U.S. companies based on their customers’ perceptions of what they actually experienced. Nearly 20 industries and 175 firms are represented.

The top 20 innovation leaders include:  Apple, Samsung, Weber, Ford, Toyota, Ikea, Trader Joe’s, Honda, Netflix, SoFi, Chick-fil-A, Loan Depot, Airbnb, USAA, Aflac, Goodyear, Nike, Hyundai, John Deere and PayPal.

The project, which produces the American Innovation Index (Aii) also produces a social component, the Social Innovation Index (Sii). This Index shows how a company’s “transformative activities” are viewed “as beneficial to society or, conversely, as a force that exacts a societal price.” Companies ranked highest on the Sii are #1 Loan Depot, #2 SoFi, and #3 Ford with notable #6 JetBlue, #10 HealthNet, and #16 Goodyear also in the top 20.

The full report summary breaks down, out of the 175 firms included, the top leaders in each of the industry sectors. Both Aii and Sii Index Scores, Overall Rank, and Sector Rank are shown for each company listed.

Industry sectors represented include:

  • Airlines and Passenger Train
  • Auto, Property, Casualty Insurance
  • Automotive Manufacturers
  • Banks, Credit Unions, and Credit Cards
  • Car Rental Companies
  • Consumer Durables and Equipment
  • Delivery and Shipping
  • Fashion Retailers
  • General Merchandise Retailers
  • Health Insurance
  • Lodging Brands
  • Investment Services
  • Life and Disability Insurance
  • Restaurants
  • Specialty Retailers
  • Supermarkets and Drug Stores
  • Technology Providers
  • Wireless, TV Subscription, ISP

Photo by Nejc Soklič on Unsplash

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