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"2011 world's most ethical company-5th time in a row" has a significant impact, so an analyst should put more weight into it. "2011 world's most ethical company-5th time in a row" will have a long-term positive impact on the this entity, which adds to its value. This statement will lead to an increase in profits for this entity. "2011 world's most ethical company-5th time in a row" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.