Actually, I'll have to disagree with patrick on this one. Everything he said was absolutely correct, but I don't think it was the dictating factor here.
"The study surveyed over 500 senior business executives across teh U.S. in a wide range of industry sectors, asking them in-dept questions on THEIR companies' innovation practices, including specific approaches, level of authority, and leadership, spending trends, success metrics and the influence of major industry trends."
(
http://www.cheskin.com/p/ar.asp?mlid=7&arid=61&art=0; emphasis my own)
This is like the Princeton Review rankings where PR surveys college students about their own university.
Well, in theory, every university student would desire to maximize the value of his degree. Therefore, he would seek to maximize the prestige of his university. Therefore, he would give his university perfect marks (or near perfect, if he was sharp enough to take note that perfect marks might get his survey thrown out as unrepresentative).
Of course, in practice, college students don't all do this. Because of the similarity between what we're considering and PR's survey, it would be interesting to discover the reason that those students didn't just give their respective universities perfect scores.
The prevailing hypothesis is that they are stupid. Total and complete idiots. Fools. Retards. Mentally-deficient human beings with so little presence of mind or common sense that not only should they be expelled from their universities, but they should also be taken out back and shot.
The other hypothesis is that they are honest.
Well, corporate executives, as has been demonstrated time and time again, are neither stupid (in the sense that they are always very cognizant of ways to enhance their own position and to ensure their personal benefit) nor particularly honest.
Therefore, self-evaluations don't really work on corporate executives like they do on students or on adolescent girls reading teenie girl magazines. The executives of a company have learned not to look at the answer that reflects their company best, but for the answer that reflects best on their company.
That's true of MS and Dell, but I'm sure it's also true of Apple. Somehow, though, I feel it's more true of MS...Those dirty cousins of worm-eaters...