22 January 2004 - Davos, Switzerland
Corporate reputation is a more important measure of success than stock market performance, profitability and return on investment, according to a survey of some the world’s leading CEOs and organization leaders. Only the quality of products and services edged out reputation as the leading measure of corporate success.
The sampling error in the survey is plus or minus five to nine percentage points at the 95% confidence level.
The survey of leaders’ opinions follows a separate complimentary survey released last week carried out exclusively for the World Economic Forum by Gallup International in advance of the Forum’s Annual Meeting in Davos, Switzerland. The results of the “Voice of the People” survey, were based on almost 43,000 interviews from 51 countries, and represented the views of more than 1.1 billion global citizens. The questions concerned different aspects of prosperity and security.
Among the findings: half of those interviewed (48%) across the world think the next generation will live in a less safe world. In Western Europe this figure rises to almost two-thirds (64%). But in West Asia (Afghanistan, India and Pakistan) – three countries with turbulent backgrounds – people are more optimistic about the next generation and half those questioned feel the world will be a safer place for them. The survey also found that people feel their country’s economic position is worse now than it was ten years ago.
For the full text on BOTH reports and executive surveys, please visit the World Economic Forum’s website at http://www.weforum.org/securitysurvey
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