How Country Reputation affects investment attraction Italy and its «effective government» growing perception

Transcription

1 How Country Reputation affects investment attraction Italy and its «effective government» growing perception Fabio Ventoruzzo Director - Reputation Institute Rome Investment Forum 2017 December 15 th -16 th 1

2 2017 Country RepTrak Study Overview Stakeholder Group (Target): General public and opinion elites balanced to the country population on age and gender, and was also controlled for region. Country Selection: 55 largest economies by GDP. Data Collection Method : CAWI (online interviews). Data Collection Period: March Sample: Over 39,000 consumers from G8 countries. Additional samples in specific markets. 2

3 Country Reputation in an emotional bond based on how Country is perceived on rational dimensions Emotional bond Rational explanation 3

4 2017 Country Reputation Ranking Overview EU 73,5 G8 67,9 Normative Scale Excellent/ Top Tier 80+ Strong/ Robust Avg./ Moderate Weak/ Vulnerable Poor/ Lowest Tier <40 4

5 2017 Country Reputation story-angles: un updated picture on what s going on USA is the Country with the highest reputation G8 drop in The Brexit effect on the UK reputation: it falls externally, but it grows internally 60 56,6 56,0 57,1 60,6 59,6 60,1 59,5 54,7 Internal perception 51,4 External perception Spain and Portugal climb in the reputation ranking as their economies improve and have greater political stability Greece improves its reputation after leaving the media headlines 5

6 Country Reputation is also based on what others are saying and not only on what you are telling Direct Experiences Perceptions Supportive Behaviours Value Creation Country Actions & Communications 3rd-party Influence Stereotypes 6

7 In the Public perception Italy is always the BelPaese even if there s a lack on being perceveid as a fair and effective Country Appealing Environment Advanced Economy Effective Government 1 Australia 1 Japan 1 Sweden 2 Canada 2 Sweden 2 Switzerland 3 New Zeland 3 Switzerland 3 Norway 4 Sweden 4 Germany 4 Finland 5 Italy 5 Canada 5 Canada 6 Switzerland 6 Norway 6 Denmark 7 Norway 7 United Kingdom 7 Australia 8 Finland 8 France 8 Netherland 9 Ireland 9 Finland 9 New Zeland 10 Netherland 10 Denmark 10 Austria 15 Italy 20 Italy 7

8 Leveraging on its growing (and strong) reputation Italy is strengthening its investment attraction Italy Reputation trend overtime ( ) 140 How stakeholders are supporting Italy overtime ( ) Invest 110 Buy Supporting behaviours trends overtime ( ) Invest Work Live Buy Visit +18,3% +17,6% +15,0% +12,9% +7,6%

9 Effective government is the key-driver in boosting Italy reputation What contents are impacting Italy Reputation Italy Reputation Contents trends overtime ( ) REPUTATION CONTENTS WEIGHT Imp. Rank Average EFFECTIVE GOVERNMENT Offers a favorable environment for doing business 8,7 1 Is run by an effective government 7,8 2 Operates efficiently it does not impose unnecessary taxes or waste resources 7,2 3 Ethical country with high transparency and low corruption 6,9 4 Has adopted progressive social and economic policies 6,1 9 Is a safe place 5,8 11 Is a responsible participant in the global community 5,7 12 is run by an effective government is a responsible participant in the global community it does not impose unnecessary taxes or waste resources has progressive social and economic policies is a safe place 4,9% 4,8% 4,6% 8,6% 12,1% offers a favorable environment for doing business 4,6% REPUTATION CONTENTS WEIGHT RANK produces high quality products and services 4,2% ADVANCED ECONOMY Has many well-known brands 6,7 5 Has a well-educated and reliable workforce 6,4 6 Is technologically advanced 6,3 7 Produces high quality products and services 6,2 8 The people are friendly and welcoming has a well-educated and reliable workforce 4,1% 4,0% Values education 5,7 13 Is an important contributor to global culture 4,7 15 has many well-known brands offers an appealing lifestyle 4,0% 3,8% REPUTATION CONTENTS WEIGHT RANK is technologically advanced 3,5% APPEALING ENVIRONMENT Offers an appealing lifestyle 6,0 10 The people of Country are friendly and welcoming 5,2 14 Is an enjoyable country 2,8 16 is an enjoyable country values education 3,5% 3,5% Is a beautiful country 1,8 17 is an important contributor to global culture 2,7% is a beautiful country 2,1% 9

10 and the increasing perception of Italy s Government effectiveness will affect the investment attraction Country Reputation influences supporting behaviors towards Italy Italy growing performance on effective government will impact investment attraction Propensity to Invest 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Based on G8 Countries Corr= Perception of Effective Government +5pt in Effective Government perception = +8,7% in propensity to invest in Italy 10