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.
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