Business for Diplomatic Action Releases Phase I of its Global Listening Research Project in partnership with Zogby International
THE RISE IN ANTI-AMERICAN SENTIMENT ABROAD IS A CONCERN FOR MANY SENIOR US CORPORATE LEADERS RESEARCH FINDS
Business for Diplomatic Action Releases Phase I of its Global Listening Research Project in partnership with Zogby International
FOR IMMEDIATE RELEASE
New York, November 18, 2005 ¿ Business for Diplomatic Action today released findings of their Phase I Global Listening Research Project, which asked US corporate leaders for their views and opinions on the subject of rising anti-American sentiment around the world and its potential impact on business. BDA commissioned Zogby International to conduct the qualitative survey which reached out to key executives of large U.S. multinational corporations as well as to selected thought leaders BDA considers expert on the subject.
¿Upon examining the responses of 48 U.S.-based corporate leaders and top thought leaders on the potential impact of anti-Americanism on U.S. companies, the consensus average is somewhere between a score of 3 and 4 on a scale of 1 to 5 (with 1 representing ¿ ¿no threat at all¿¿ and 5 representing ¿¿extreme threat¿),¿noted John Zogby. He went on to add, ¿Given that the global landscape will continue to change with the rise of China, India and other countries, the U.S. needs all the friends it can get. One simply can¿t underestimate what our country stands to lose in terms of economic power if American companies find it difficult to trade overseas. There are clear signs that American hegemony is faltering.¿
Mark Morris, founding Board Member and head of BDA¿s research efforts said the study shows conclusively that the rise in anti-American sentiment abroad is a concern for many U.S. corporate leaders though, ¿almost none of the executives who participated in the study had a clear sense of how to respond or just how the private sector should engage in helping to shore up America¿s standing in the world. He added that ¿BDA plans to change that by identifying specific projects and programs that lend themselves to business-led initiatives designed to address the several root causes of anti-American sentiment.¿
BDA President Keith Reinhard, noting the private sector¿s impressive response to Hurricane Katrina, said that ¿Given the vast reach, the creativity and the world-renowned operating efficiency of U.S. corporations, they are uniquely qualified to take on a public diplomacy mission. It¿s also in the long term self interest of U.S. business leaders to do so¿, he said, citing other recent research that shows a global cooling toward American brands. Reinhard thanked those who participated in the study saying ¿We are most appreciative of the time and thought lent by busy executives to Phase I of our research and we look forward to engaging them further in our effort.¿ He said that Phase II of BDA¿s research will be fielded early next year and will probably involve consumers in key foreign markets.
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A full copy of the Zogby Phase I Global Listening Research report can be located at www.businessfordiplomaticaction.org. For additional information on specific BDA programs and initiatives, please contact Cari E. Guittard, Executive Director, at 415.732.3620 or on cari.guittard@sf.ddb.com.
