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Nation Goodwill Observer study results are in!23 November 2012
Financial capital is easy to measure – just look at a country’s statistics. But “immaterial” capital? It’s much harder to gauge, yet it’s just as important in determining how a country is doing. This November, together with W, Havas Design+, Ernst & Young, Cap, HEC Paris presented a fresh take on country rankings: the Nation Goodwill Observer study. This index takes into account both a country’s concrete and immaterial aspects, including attractiveness, economic performance, human development, potential for innovation and ability to thrive in a globalized world.
A gathering around goodwill
On November 21, 2012, the five organizations behind the study hosted an event to unveil their findings at the Paris Chamber of Commerce and Industry (CCIP). Nicole Bricq, French Minister for Foreign Trade, opened the event with an address to the audience. Attendees included Jean-Paul Vermès, CCIP Vice-President; Denis Gancel, President of W and Havas Design+; Stéphane Rozès, President of Cap; and Bernard Ramanantsoa, Dean of HEC Paris and three HEC students Jean Crédoz, Ambroise Flachs and Nicolas Laruaz.
A peek at the results
The Nation Goodwill Observer takes a closer look at the 26 most influential countries in the world. During the summer of 2012, a survey was sent to 1,000 economists and public opinion experts worldwide. Take a look at what accounts for a country’s immaterial capital:
Ranking 1: The “instant” image
This ranking takes a look at countries based on how they are perceived today in terms of their economic performance, stable demographics and peaceful environment. Germany ranks first thanks to its leadership of Europe and competitive economy. It is followed by Canada, Sweden, Switzerland, Australia and the United Kingdom otherwise known as the other “image privileged” countries.
Ranking 2: Capacity to thrive in a globalized world
This ranking looks at countries’ current and perceived future ability to benefit from globalization. The study reveals that there is little correlation between success in this ranking and a country’s “instant” image. China, India and South Korea are the top three performing countries for the globalization ranking.
Ranking 3: Stability, economic performance, innovation, cultural and artistic creativity, environment and quality of life
The final ranking identified countries that perform particularly well for certain specific criteria. Switzerland, Canada and Sweden were recognized for their stability, environment and quality of life. Germany joined Switzerland and Canada in topping the list in terms of economic performance. The United States, Germany and Japan were cited for innovation. And France, Italy and Spain received mention for their creativity and artistic culture.
HEC Paris and its Nation Goodwill Observer partners conclude the study by defining “Nation Goodwill” as a concept measuring “instant” and “projected” images of a country to determine its immaterial capital. If a country wants to increase its goodwill, the partners also make recommendations, including increasing investment in higher education. “This is a highly significant study, and a unique one in its combination of concrete and ‘impression’-based criteria,” Dean Ramanantsoa says. “The next global split will be between those countries who invest in higher education and research and those who do not.”
Read the Press Release
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