How does a company rise in the estimation of its peers? How much of that regard is based on financial virtue, on product or management quality? The 1995 survey gives managements another opportunity to assess their direct competitors.
Look carefully and you could almost see it coming. Go back to the beginning, to 1989, and it was there in the first-ever poll, in 18th place, tucked between M&G and Pilkington, both long since eclipsed. Pick up the trail again a year later and you'll find it one notch up, just behind Wellcome and a step ahead of Reuters. Two years further on and it has pushed three places ahead, to 14th position, next to the Body Shop. But here it speeds up. Look again last year and suddenly it has surged to seventh place. And somehow this year it repeats its feat such that, after another long leap, it finally arrives. The 18-point haul is over. Cadbury Schweppes, part Quaker chocolate-maker, part You Know Who, is voted by its peers to be Britain's Most Admired Company 1995.