March 22, 2010 Vol. 161 No. 4 / Fortune Asia / World's Most Admired Companies

56 MEET THE NEW FACE OF BUSINESS LEADERSHIP
Why companies like Wal-Mart, PepsiCo, and GE are recruiting the military's elite. BY BRIAN O'KEEFE

67 THE WORLD'S MOST ADMIRED COMPANIES
Building a sterling reputation in good times is hard enough; keeping it in tough times is almost impossible. Here's how the All-Stars do it. BY ANNA BERNASEK

73 THE LIST OF INDUSTRY STARS
Sure, admiration from consumers and executives in other industries is great, but the true test of respect is approval from the competition. Our annual ranking of corporate reputations.

82 THE FALL OF A WALL STREET HIGHFLIER
Erin Callan, once CFO of Lehman Brothers, was a media darling who soared, then crashed during the financial crisis. What happened to her? BY PATRICIA SELLERS

92 THE IPAD CHANGES EVERYTHING
Will Apple's tablet usher in a new era of computing, or simply dominate it? BY MICHAEL V. COPELAND

10 | EDITOR'S DESK

96 | BING!

FIRST

11 | BY THE NUMBERS
In Chile, 66 antennas that will form one of the world's largest telescopes. BY DORIS BURKE

12 | CLOSER LOOK
A new bill paves the way for the world's longest ethanol pipeline. BY DAVID WHITFORD

14 | THE BRIEFING
China's garlic bubble, cable bill shock, and more.

16 | THE BUSINESS LIFE
Larry Ellison's plan for the America's Cup.
BY ADAM LASHINSKY

TECH

19 | THE FUTURE IS NOW
Smartphones embrace "augmented reality," digital information layered on your screen.

20 | TECH@WORK
Software that saves money—and lives.
BY JON FORTT

22 | BRAINSTORM GREEN
Nukes in my backyard.
BY BRIAN DUMAINE

CAREER

23 | THE WAY WE WORK
How to become an exec-for-rent.
BY JENA MCGREGOR

25 | COACHING
Make your next presentation a home run. Expert advice from Mellody Hobson. BY BETH KOWITT

INVEST

27 | INTERVIEW
Mr. Distress is ready to buy: a Q&A with Wilbur Ross.
BY KATIE BENNER

29 | BUY OR SELL?
Analyst face-off: Ford's stock is up 550% over the past 12 months. Can the shares climb higher? BY SCOTT CENDROWSKI

VENTURE

31 | EDUCATION
Can you learn to be an entrepreneur? Dartmouth's Gregg Fairbrothers says entrepreneurship has a set of identifiable behaviors. The debate rages on. BY DAVID WHITFORD

CORRECTION

The footnote for "Face-Off: Gecko vs. Flo" (Feb. 8) should have read "Through 2008." Fortune regrets the error.

Opinion

34 | China knows how to grow. Now it has to prove that its companies can innovate. BY MICHAEL ELLIOTT

36 | Shocked by Wall Street's role in the Greek debt crisis? Welcome to the real world of finance in 2010. BY ALLAN SLOAN

38 | Most Admired companies invest in people and keep them employed—even during a downturn. BY GEOFF COLVIN

FORTUNE.COM

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ON THE COVER

Photographed by Martin Schoeller in New York City, February 19-20, 2010

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PHOTO: MARTIN SCHOELLER

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