Among Global Bizfluentials, India’s economy is heading in the right direction (75%) Corporate governance standards are also largely considered to be high (67% of Global Bizfluentials consider India’s corporate governance standards to be high) However, the US is much more critical of India’s economic direction and corporate governance standards than the EU and APAC 30% of Americans think India’s economy is heading on the wrong track and 46% also do not think India’s corporate governance standards are high
India has a good mix of promising industries that cover knowledge, construction, manufacturing, resources and services IT/ITES industry is seen the leading sector (24%) The Auto sector has also gained some prominence amongst regional trading partners (#2 in APAC with 18%)
Overall, Indian companies are considered to have strong futures, develop mutually beneficial relationships and are good investments However, effective communication is perceived to be a challenge
Indian companies face an awareness problem abroad (Around 25% of Global Bizfluentials can’t think of any Indian companies off the top of their head) While poor infrastructure remains a main concern, Global Bizfluentials also think Indian companies are too new to the market and not as well respected and feel this is limiting their success
Where Indians see entrepreneurialism, Americans and Europeans consider India’s recent success to largely be a result of lower operating costs APAC Bizfluentials also point to more government support than other nations as a key component of India’s success US and EU Bizfluentials also view the Indian government’s policies towards foreign competition as limiting Indian companies need to do a better job marketing their entrepreneurial spirit
To determine the company rankings, 61 Indian companies were measured on the following criteria: Awareness Score – Sum of Unaided & Aided Awareness Perceptual Score – Sum of Favourability, Future Potential and Regard. Summary Score – A composite score of all metrics was calculated. Summary Score = Unaided Awareness + Aided Awareness + Favorability (Top 2 box) + Net Future Potential (Best Days Ahead – Behind) + Regard (Most Admired Indian Multinational Company) Scores were then indexed to 100 so that scores over 100 are companies that are performing above average and those with scores below 100 are performing below average Companies were then ranked based on their Summary Score
The top global performer was Tata Group which had high awareness and very positive perceptions and managed to significantly outscore the competition Despite the prominence of the IT/ITES industry as India’s leading sector in the near future, no IT companies featured in the top 10 Airline companies such as Air India (3), Jet Airways (4) and Kingfisher Airlines (10) fared very well in the top 10, benefiting from high recognition due to the nature of their global operations Banks showed promise as several companies – State Bank of India (6) and Axis Bank (9) – held strong positions within the top 10 due to high awareness and solid reputations Energy companies – ONGC (7) and Indian Oil Corporation (8) – were also prominent among the top 10 companies Recognition of Indian companies was highest in APAC markets and lowest among the EU nations The reputation of Indian companies as a whole was strongest in the US However, APAC nations were the most unsure of whether Indian companies’ best days were ahead or behind
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There were several strong local performers that were limited internationally by lower levels of awareness and perceptions While respondents were aware of the Reliance brand, they had trouble distinguishing between Reliance Industries Ltd and Reliance Anil Anil Dhirubhai Ambani Group Reliance Industries is a strong local performer with above average performance in the US, but is challenged in the EU and APAC regions – particularly on awareness and future potential where they are uncertain whether Reliance Industries’ best days are ahead or behind Wipro is another strong local performer, which is most challenged in the US where awareness and perceptions are lowest Awareness also remains a concern in the EU, while perceptions need to be improved in APAC Mahindra & Mahindra is a local leader with average performance in the EU However, it faces challenges in the US and APAC where awareness and future potential are low
In line with the #1 ranked company, Ratan Tata of Tata Group , was the top Indian company leader Other heads of large conglomerates – Mukesh Ambani of Reliance Industries (2) and Kumar Mangalam Birla of Aditya Birla Group (5 ) – as well as heads of airlines – Naresh Goyal of Jet Airways (5) and Vijay Mallya of Kingfisher Airlines (5 ) – were among some of the more well known and respected leaders Two female professional managers – Vinita Bali of Britannia (3) and Chanda Kocchar of ICICI (5) – were also among the most recognized and respected company leaders Indian company leaders, on a whole, were much less recalled than their companies (the highest unaided recall score for a company leader was 12% vs. 29% for companies) The top 9 company leaders were generally recalled on an unaided basis and were well regarded internationally
For company leaders, the most important characteristics were identified as business vision, knowledge, ability to lead and integrity Companies' reputations are still determined primarily by business results – but brand image is the next most important thing The importance of brand image and business vision underscore the need for communications
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For The PSB 50, we approached business elites, or Bizfluential™, audiences. Bizfluentials™ are defined as financially literate, following financial media almost daily or several times a week. They were aged 21-74, in mid- to high-income groups, working for a company that operates or is traded internationally. Audiences Industries (Top 7)
Fieldwork was conducted online in India, US, UK, France, Germany, China, Indonesia Japan, Malaysia, Singapore and South Korea during the first two weeks of March 2011.
2. 3. 4. 5. 1. Nevertheless, Indian companies are considered good investments. Overall awareness of Indian companies is low. Although they are perceived as dependent on low operating costs. Financial and market performance are key, but so is brand image. India is heading in the right direction.
Generally speaking, do you think that the economy in India is going in the right direction or is it off on the wrong track? // Do you think Indian companies have/operate under high standards of corporate governance? SHOWING GLOBAL BIZFLUENTIALS The economy is heading in the right direction. Corporate governance standards are seen as high.
Which of the following is the most promising sector over the next 5 years in India? At least 23% of Bizfluentials in each region say that the IT sector is India’s most promising over the next 5 years. Construction and Automotive are also performing.
On a scale of 1 to 4, with 1 being ‘strongly applies’ and 4 being ‘does not apply at all,’ please indicate how much each of the following statements applies to companies from India. SHOWING TOP BOX, AMONG GLOBAL BIZLFUENTIALS. Communications is the area in which companies from India most need improvement.
29% can’t either. The same goes for 29%. When you think about India, what are the top 3 companies that come to your mind? // In your view, which of the following best explains the reasons that Indian companies are not as successful as their global competitors? 23% can’t spontaneously name an Indian company. 36% of Global Bizfluentials say that Indian companies are limited by being too new to the market or not as well known or respected for business. Indian and Global Bizfluentials agree that poor infrastructure is a significant challenge. Of the companies tested, just ONE broke 20% unaided awareness in all regions.
In your view, which of the following best explains the recent global success of companies from India? // Which of the following best describes your view of companies from India? Where Indians see entrepreneurialism, Americans and Europeans see lower costs.
2. 3. 4. 5. 1. Companies were then ranked based on their Summary Score. Scores were then indexed to 100 so that scores over 100 are companies that are performing above average and those with scores below 100 are performing below average. Summary Score – A composite score of all metrics was calculated. Perceptual Score – Sum of Favourability, Future Potential and Regard. Awareness Score – Sum of Unaided & Aided Awareness EXAMPLE:
Among Global Bizfluentials, Tata Group, Reliance and Infosys are most top-of-mind. Performance on unaided awareness was not necessarily indicative of overall awareness or regard. When you think about India, what are the top 3 companies that come to your mind? AMONG GLOBAL BIZFLUENTIALS, OPEN END
57% of EU Bizfluentials can’t either. The same goes for 51% of APAC Bizfluentials. 49% of US Bizfluentials can’t spontaneously name an Indian CEO or company leader. Respondents evaluated the CEOs of each rated company on both Unaided Awareness and Regard (Most Valued CEO/Company Leader). We calculated a summary score by summing these metrics. Company leaders were ranked on their company scores.
When you think about India, what are the top 3 companies that come to your mind? // In your view, which of the following best explains the reasons that Indian companies are not as successful as their global competitors? Top Attributes for Admired Leaders Top Attributes for Admired Companies Achieving price or quality advantage can be fleeting – effective brands help build marketplace longevity.
2. 3. 1. Build on themes of the entrepreneurial spirit more effectively. Define and explain your unique business vision. Make brand-building your mission.