Citizens sometimes perceive national and global companies in a different light.
Trust in global and national business is certainly correlated, according to recent research by GlobeScan. If a country’s citizens trust global businesses, they are also likely to trust its own national companies. However, in most countries, national companies are more trusted than their global counterparts. Concerns about foreign control of resources and workers, as well as national prestige, are likely to be factors in this.
There are some exceptions—as is the case of USA that have markedly lower trust in national business than they do in global companies. The presence of trusted and respected “household name” global companies of local origin—such as Samsung, Hyundai, Microsoft, and Coke—may be boosting views of global companies here, according to GlobeScan. At the other extreme, all the continental European countries demonstrate great mistrust of global companies. These finding need a deeper examination in order to extract meaningful conclusions. However, it seems that support the findings presented first in the book “Nice” Capitalism, ie that Europeans brands are outperforming their US counterparts in consumer admiration and trust.