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CataloniaindependencecrisisanditsimpactonCatalancompanies’reputa2on
EnriqueJohnson,ManagingDirectorYerayCarretero,AdvisoryDirector
Madrid,November8th2017
@RI_Spain_Latam#reputa2onstudy
2
TheStudy
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Whywedidit?ThisstudyaimstodeterminewhatisthelevelofimpactonCatalonia-basedcompanies’reputa=onsduetotheindependencecrisisandwhatisthelevelofassocia=onwithCataloniaforthesecompanies.
4
Field work • 24, 25, 26, 27, 28, 29 Y 30 of October
Companies’ selected • 41 companies
Stakeholders
• General Audience Spain • The sample distribution is equivalent regarding gender and age.
Work field methodology • CAWI • Each company was evaluated by a minimum of 100 individuals
Number of interviewers • 1.150
Number of rating
• 4.100
Error Margin • (±) 2,89% p=q=0,5 with a level of trust of 95,5 %.
RepTrak®studymethodology
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Compañía
Abertis
Acciona
ACER
ACS
Aldi
BancodeSabadell
BarcelonaFootballClub
Bayer
Caixabank
CasaTarradellas
DAMM
Danone
Desigual
Endesa
Compañía
FCC
Ferrero
Freixenet
GallinaBlanca
Gamesa
GasNaturalFenosa
Grifols
GrupoBimbo
GrupoPlaneta
Lidl
Mango
MediaMarkt
Novartis
Nutrexpa
Compañía
PandaSecurity
Panrico
PepsiCo
Pirelli
Roca
Roche
Sanofi
SEAT
Torres
Tous
Unilever
GrupoVolkswagen
VuelingAirlines
Listofcompaniesthatwereincludedinthestudy
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Spain´sPointofViewAnapproxima=on
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Companies’associa2onwiththeCataloniaregionisnotclear
41.5%
34.1%
24.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Baja Media Alta
Todaslasempresas
Low Average High
Allthecompanies
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Wefindthesamesitua2onforthosecompaniesthataregenuinelyfromCatalonia
11.8%
29.4%
58.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Baja Media AltaEmpresascatalanas
Low Average HighCatalan’sCompanies
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Currentsitua2onoftheCatalancompaniesintheindependencecrises
*Fuente:estudioRepTrak®Pulse2017 Nota:Empresasconunaaltaiden>ficaciónconCataluña
66.4
70.9
65.966.2
69.6
63.8
Baja Media AltaEn
ero*
Octub
re
Enero*
Octub
re
Enero*
Octub
re
-1,3
-2,0-0,2
Low Average High
Octob
er
Octob
er
Octob
er
Janu
ary
Janu
ary
Janu
ary
10
Millennialsarethemostcri2caloftheCatalan’scompanies
January’17 October’17
18to34years
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Companies’changeofcorporateaddressbringsbroadsupportacrossSpain
10.9%
11.6%
77.5%
PercepciónenEspaña(sinCataluña)sobreelcambiodedomiciliofiscalosocialdeempresascatalanas
Muyendesacuerdo Neutral Totalmentedeacuerdo
Percep2oninSpain(withoutCatalonia)regardingthecompanies’changeofcorporateaddresstooutsideCatalonia
AgreeNeutralDisagree
12
Isitaffec2ngthecompanies’business?
13
Thereisastrongcorrela=onbetweenreputa=onandsuppor=vebehaviors
R² = 0,8656
30
40
50
60
70
80
90
35 45 55 65 75 85
The loss of 5 points on reputation Pulse decreases the purchase intention by…
Compraría
España RepTrak® Pulse Score
5.4%
14
ThecompaniesthathavemovedtheircorporateaddressoutsideCataloniahaveincreasedtheirappealasaplacetoinvest.
*Fuente:estudioRepTrak®Pulse2017
Octob
er
Janu
ary
PlacetoInvest
15
ThecompaniesthathavekepttheircorporateaddressinCataloniadecreasedtheirpurchaseinten2onandtrustworthiness.
*Fuente:estudioRepTrak®Pulse2017
64.3
66.8
60.9
63.6
Confiaría Compraríasusproductos
-3,4-3,2
Enero*
Octub
re
Enero*
Octub
re
WillbuyitsproductsTrustworthy
Janu
ary
Octob
er
Janu
ary
Octob
er
16
Currently,23%ofSpaniards(withoutCatalonia)affirmthattheyhavestoppedbuyingproductsfromCataloniaandanother21%woulddoitinthenearfuture.
23.2%
55.9%
20.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Sí No Noaunquequizáslohagaenelfuturo
Intencióndecompra:Ustedhadejadodecomprarproductoscatalanes...?
44,1%
PurchaseInten2on:DidyoustopbuyingCatalanproducts….?
Yes No No,butImaydointhefuture
17
…andinthefuture?
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Inthecaseofeffec2veindependence,49%oftheSpaniards(withoutCatalonia)willstopbuyingCatalanproducts.
35.5%
15.4%
49.1%
DejaríadecomprarproductosyservicioscatalanessiCataluñaseindependizadeEspaña
Muyendesacuerdo Neutral Totalmentedeacuerdo
WillstopbuyingCatalan`sproductsincaseofeffec2veindependency
AgreeNeutralDisagree
19
That49%hasavalueof….
*Fuente:AnálisisdelComerciodeCataluña2015
€20Billion*
20
25%ofSpaniards(withoutCatalonia)willnotbuyCatalan’sproductseveniftheyhaveabelerquality.
25.2%
18.9%
55.9%
Siunproductooservicioesmejorlocompraréindependientementedesuprocedencia
Muyendesacuerdo Neutral Totalmentedeacuerdo
Ifaproductorserviceisbeler,Iwouldbuynotmalerwhereitcamefrom
AgreeNeutralDisagree
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65%oftherespondentsinSpain(withoutCatalonia)considerthatthecompanieswithheadquartersinCataloniashouldmovetootherregionsincaseofeffec2veindependency
17.2%
17.2%
65.6%
LasempresasdeberíansalirdeCataluñaeinstalarseenotraszonasdeEspaña
Muyendesacuerdo Neutral Totalmentedeacuerdo
CompaniesshouldleaveCataloniaandmovetootherSpanishregions
AgreeNeutralDisagree
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19%oftherespondentsinCataloniathinkthatthecompaniesthathavealreadylemtheregionshouldnotcomebackeveniftheindependencenevercomestoaterm.
31.2%
33.4%
35.4%
Muyendesacuerdo Neutral Totalmentedeacuerdo
18.9%
33.9%
47.2%
Muyendesacuerdo Neutral Totalmentedeacuerdo
SiCataluñanoseindependizalassedesydomiciliossocialesdeberíanvolveraCataluña
IfindependenceofCatalonianevercomestoaterm,companiesthathavelem,shouldgobackto
theregion
AgreeNeutralDisagree AgreeNeutralDisagree
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Catalonia’spointofview
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Thereisaclearpolariza2onregardingthecompaniesthathavemovedtheircorporateaddressoutsideCatalonia.
47.8%
13.9%
38.3%
PercepciónenCataluñasobreelcambiodedomiciliofiscalosocialdeempresascatalanas
Muyendesacuerdo Neutral Totalmentedeacuerdo
Percep2oninCataloniaregardingthecompanies’changeoffiscaladdresstooutsideCatalonia
AgreeNeutralDisagree
25
Thereputa2onsofCatalan’scompaniesthathavemovedtheircorporateaddressoutsideCataloniaarepunishedbytheCatalans.
*Fuente:estudioRepTrak®Pulse2017Octob
er
Janu
ary
Companiesthathavemoveditsfiscaladdress
26*Source:RepTrak®Pulse2017
56.157.3
46.548.3
Confiaría Compraríasusproductos
-9,6 -9,0
Enero*
Octub
re
Enero*
Octub
re
ThecompaniesthathavemovedtheircorporateaddressoutsideCataloniadecreaseinlevelsoftrustworthinessandpurchaseinten2on.
WillbuyitsproductsTrustworthy
Janu
ary
Octob
er
Octob
er
Janu
ary
27
ConclusionsMainfindings
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• Fromana2onalpointofview,thereisstrongsupportforthecompaniesthathavemovedcorporateaddress.Inthesecases,allofthemmanagetomaintaintheirlevelofreputa=on.
• InCatalonia,thereisastrongpolariza2oninthisques2on,andinthecaseswherethecompanieshaveledtheregion,theyareheavilypunishedintermsofreputa2on.
• Thepurchaseinten=onofCatalans'productsiscurrentlyaffectedbytheindependencecrises.Incasethatindependencebecomeseffec=ve,theimpactcouldbesevere,withlossesof50%ofcommercialtradewiththerestofSpain.
• Thepercep=onofCataloniaasaplacetodobusinesshasalsobeenaffectedbytheindependencecrises.
29
LearningsWhatcanbedone
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• Companieshavetomakedecisionsbasedonbusinessreasonskeepingasideinvolvementinanysocialorpoli2calmovement.Thosedecisionsshouldbecorrectlyexplained,withhonestyandtransparency,alwaysthinkingaboutthecompanybusinessplan.
• Anopenandtransparentcommunica2onisalwaysgoodinpolarizedopinioncontextsuchtheoneinCatalonia.
• Thecurrentsitua=onshouldbetreatedasareputa=onalriskintheshort,mediumandlongtermthatneedsanac2onplanwithclearobjec2vesandac2vi2esthatcontributetothebusinessplan.
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• Havingawellestablishedcompanyreputa2onisagoodstar2ngpointwhenfacingasitua2onliketheindependencecrisesinCatalonia.Agoodreputa=onmanagementstrategyshouldthinkfirstaboutthebusinessplanandthesuppor=vebehaviorthatisneededtoachievethatplan.Withthissetup,theyneedtodefinewhatmessages,towhichaudienceandthroughwhatchannelsshouldthecompanycommunicatetogetthedesirableresults.
• Thereputa=onofacompanyanditsproductsorservicesplayaroleinthemanagementofthistypeofsitua=on.Agoodreputa2onhelpstominimizetheimpactacrisiswillhaveonchangingsuppor2vebehaviorstowardsthatcompanyoritsproductsandservices.
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