Returning a label rather than a number in pivot table field

I am new to pivot tables and have managed to create a few that show the
desired data.

However, I would like the value returned to be the name of a company rather
than a number. Is this possible?

For example, I have company types in the column (e.g. small & big) and
geographic location in rows (e.g. Europe & North America). The data shown in
the pivot table is minimum, maximum and average. However, I would like the
company name instead of the minimum value.

I know that I can right-click and show details, but that is all the data,
not just for the particular cell.

One other question, can I filter the data to exclude zero's? For example, in
the minimum field?

Excel 2007 PivotTable
Count to Text
http://www.mediafire.com/file/zj5zzeuxtmk/02_17_10.xlsx
Pdf preview:
http://www.mediafire.com/file/jyziywemke0/02_17_10.pdf