The 25 most innovative U.S. companies — according to consumers — are …

Customer experience rating
The American Innovation Index ranks company ranks based on customer experience.

Most tech companies strive to be at the forefront of innovation. But only four tech brands were ranked by consumers in the top 25 most innovative U.S. companies.

Toyota, Apple and Louis Vuitton took the top three spots in the 6th annual American Innovation Index (Aii), with Trader Joe’s and John Deere rounding out the top five. With the exception of Apple, the top 10 consisted predominantly of retailers and automotive brands. (See top 25 at end of article.)

The Index — from Fordham’s Gabelli School of Business, market research firm Rockbridge Associates and Norwegian School of Economics —  ranks companies’ innovativeness based on customer experience. It covered 200 firms from 20 industries,

In addition to the overall ranking, the Aii Index also ranks the most innovative companies by sector, including:

•Supermarkets: Trader Joe’s, Whole Foods Market, Aldi, Publix Super Markets and Kroger took the top five spots.

•Specialty Retail: Ikea, Bath & Body Works, Williams Sonoma, Victoria’s Secret/Pink took the top five spots.

•General Merchandise: Amazon, Costco, Nordstrom, eBay and Macy’s took the top five spots. 

“What is unique about the Aii is that it is the only survey in the U.S., which measures company innovativeness based upon customers’ experiences,” noted Barbara Porco, Ph.D., associate dean of graduate studies at Fordham’s Gabelli School of Business, and managing director of the School’s Responsible Business Center. “This reminds us of the incredible importance that consumers play in driving innovation in the marketplace.”

The 2023 top 10 most innovative companies include:

  1. Toyota
  2. Apple
  3. Louis Vuitton
  4. Trader Joe’s
  5. John Deere
  6. Ikea
  7. Honda
  8. Amazon
  9. Bath and Body Works
  10. Costco
  11. Microsoft
  12. Samsung
  13. Williams-Sonoma
  14. Nike
  15. Victoria’s Secret/Pink
  16. Ford
  17. Chime
  18. TikTok
  19. Weber
  20. Adobe
  21. Whirlpool Corp.
  22. Saks Fifth Avenue
  23. General Motors
  24. Chick fil-A
  25. Navy Federal Credit Union

The full list can be found here.

The 6th annual study was conducted in July-August 2023, and covers 200 firms from 20 industries, spanning travel, financial services, technology, communications, retailing and manufacturing. The study surveyed 7,383 consumers and covered 32,925 customer-company relationships.


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