W/I the last wk, the results of a CNBC/Burson-Marstellar (CNBA/B-M) global corporate study was released. Over 25,000 general population and 1,800+ biz executive interviews from 25 nations were completed about the role of corporations in society & the economy. We’re delighted to have studied 1 small slice (but a very important slice) of this ground breaking study. We have focused on the 7 issues that deal with the perceived global value of 14 industries (see table below). Those issues are:

  • The “favorability” of each industry;
  • To what extent each industry’s “best days” were ahead of it (or behind it);
  • The positive contribution of each industry to the economy and to job creation;
  • The positive contribution of each industry to innovation;
  • The positive contribution of each industry to worker fairness;
  • The positive contribution that each industry makes to environmental responsibility; and
  • The reputation of each industry.

While there were many surprises in CNBC’s Corporate Perception Indicator study, they did NOT include the fact that Technology was the highest rated (and hence ranked) industry (of 14) and that Mining was the lowest ranked. Similarly, we rather imagined that the Hospitality and Food & Agriculture industries would be well ranked and that the Oil & Gas and Chemical industries would NOT do as well. We NEVER however, could have predicted that of the 14 rated/ranked industries that the Automotive industry would have even finished in the TOP 7 much less that it would be the 4th BEST ranked. Astonishingly so, Automotive made TOP ½ (see table) in spite of its poor Environmental Responsibility ranking (It survived being ranked 10th of 14 industries). Upon further inspection, we were pleasantly surprised at the ranking that Automotive received regarding the issues of Economy & Jobs, Fairness to Workers and Best Reputation. For each issue, Automotive was ranked as the 3rd highest industry with ONLY Tech and Hospitality generally ranked higher in those areas. (Automotive’s #2 rank in Innovation, while perhaps “hoped for” by the industry, was still a very, very lofty rank). The PERCEIVED GLOBAL IMPORTANCE of the Automotive industry is now on record! WOW! WOW!! The continuing problems of Financial Services (and their perceived contribution to The Great Recession) explained their Bottom ½ ranking. Finally, we were amazed at the News Media’s Bottom ½ eval and guess that the world wants to kill the messenger? Congrats to CNBC/B-M for this great study. We shall prepare more analytical packages in the future.

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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