Two characteristics drive the reputation of the Chief Executive Officer (CEO) in Northwest Europe: trustworthiness and the ability to manage crises effectively. According to an international study by Burson-Marsteller, these are the main qualities that determine how the CEO will be perceived within the business arena and whether a CEO fails. Ethical conduct, the number one driver of CEO reputation in the United States, is of less importance in Northwest Europe. Local tastes still are very important when building a reputation.
It is not surprising that in hard economic times, CEOs are being measured on their reliability and their ability to manage crises. People are looking for certainty and effective actions when the company is under threat. However, it is remarkable that Europeans are so unanimous about what they expect from their business leaders. Based on the results of our eight local studies, we can in fact speak of the Northwest European CEO, said Inge Wallage, CEO of Burson-Marsteller in The Netherlands.
The challenge for CEOs is to be able to manage across borders and to manage locally at the same time , says Inge Wallage. Burson-Marsteller's research shows that 50% of the CEO ' s reputation contributes to the company ' s reputation. In order to achieve greater company results, which is based on good local results, the local approach is therefore essential. According to CEO studies in the United Kingdom, Belgium and the Netherlands, business professionals show a preference for CEOs with a strong client orientation. In the Nordics, it is important for CEOs to focus on execution and achieve results. In Germany, people value a strategic vision and according to the Swiss, CEOs should be very clear about their objectives.
Inge Wallage explains: CEOs who operate cross-border should to be aware of the cultural differences. Obviously, this is a challenge having to take 15 different characters into account in the case of Europe.
The research by Burson-Marsteller also indicates that, in order to be an effective CEO in today ' s global and European business world, CEOs should also focus on internal matters and get their companies to understand and support them in their decision-taking. This will contribute dramatically to their reputations.
The international CEO study encompasses eight European countries including The Netherlands, Belgium, the United Kingdom, Switzerland, Germany, Denmark, Sweden, Norway and the United States. Additional CEO studies have been conducted in different countries around the globe. In the Netherlands, the research has been conducted by Research International. The results from all the studies are based on interviews with business leaders, opinion leaders and various media.
NOTE TO THE EDITORS
Invitation for CEO debate on 2 November in Amsterdam, Rode Hoed
Burson-Marsteller Amsterdam is hosting a CEO panel discussion in close co-operation with Financieele Dagblad and the Rode Hoed. This will take place at the Rode Hoed at 19.30hrs. Leslie Gaines-Ross (www.ceogo.com), worldwide expert on CEO reputation and author of the book 'CEO Capital', will present the latest insights on CEO success factors. This is followed by a discussion between well-known CEOs about managing international differences in building CEO and company reputation across borders.
If you would like to know more about the panel discussion, please contact Ruby Veninga, Burson-Marsteller Amsterdam: 31-0-20-579-52.