Conducted in association with Wirthlin Worldwide, the survey polled six stakeholder groups -- government officials, senior business executives, NGOs/trade associa- tions, upscale consumers, media and employees -- across nine regional markets.
While brand and product quality remained the highest priority feature of corporate image, both customer care and CSR displayed higher scores than in 2003, reflecting the increasing importance of 'business intangibles' to stakeholder opinions.
"As the business environment has improved, stakeholders are really taking a cue ...primarily in terms of how customers view the organisation," said Edelman Asia-Pacific president Alan VanderMolen. "CSR is being seen as an important driver of the relationship with stakeholders, but its still not anywhere near its importance in Western Europe and the US."
In particular, the study also found that upscale consumers and employees are significantly more likely to discount CSR information, with the opposite being true for NGOs/trade associations. The latter group, meanwhile, are significantly more likely to discount customer care information -- in contrast to employees, for whom this aspect is of particular importance. Offering top quality products remains the most essential quality of a responsible corporation, according to 78 per cent of respondents. Significantly, however, the next most important factor was standing behind those products and services when something goes wrong. In addition, Asian corporations scored considerable lower in terms of meeting the characteristics of a 'good and responsible' corporation, compared to their Western counterparts; on transparency, Asian MNCs lagged Western MNCs, tech companies and the pharmaceutical sector.
Brand quality still key to corporate reputation: Edelman
The second annual Edelman Asia Pacific Stakeholder Study reveals that brand quality remains the primary driver of corporate reputations, despite the steadily growing importance of customer relationships.
