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Its risk
Its risk
Intuit's rivals aren't giving up. In the tax arena the company faces stiff competition from traditional tax preparers like H&R Block and Jackson Hewitt. As the software industry shifts to cloud-based services, it becomes easier for tiny startups to undercut established players like Intuit with cheaper financial-management services. And some analysts worry that innovation at too fast a pace could prove distracting.

By Richard McGill Murphy, contributor @FortuneMagazine - Last updated April 05 2012: 6:45 AM ET
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Top 50 winners

Which companies have the best reputations? Apple tops the list for the fifth year in a row. Who else made the top 50 this year?