Sunil Jain: Company country

Consumers in developed countries tend to be suspicious about companies and their contribution to the public good, but it is quite the reverse in developing countries. So, while just 35 per cent of European consumers and 40 per cent in North America, according to a McKinsey survey, thought corporates had made a 'generally' or 'somewhat positive' contribution, the figure was as high as 76 per cent in China and 78 per cent in India. Just a third of US consumers thought firms were trustworthy versus nearly 60 per cent in India and nearly 90 per cent in China "" in Japan, traditionally believed to be the original company country, the figure is 46 per cent. Interestingly, there is a huge disconnect between how company executives (and therefore, the company) and consumers perceive what's going to be important in the next five years. While 47 per cent of global consumers thought it was the environment, the figure was a low 31 per cent for executives. So, apart from the greater profit growth, this trusting attitude is another reason why global firms want to set up base in developing countries.