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J.P. Morgan Chase is the largest U.S. bank, with $2.6 trillion in assets. Last year it published an 96-page “How We Do Business—The Report,” which detailed efforts to improve risk-management by spending $1.7 billion and adding 16,000 employees to improve compliance.

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Nine Key Attributes of Reputation

Innovation3
People management3
Use of corporate assets4
Social responsibility3
Quality of management3
Financial soundness4
Long-term investment value3
Quality of products / services3
Global competitiveness4