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Executive SummaryThis Executive Summary by Conference Board research director Linda Barrington, with Board
statistician Henry Silvert, provides an overview of the “Top 10 Challenges” cited by 539 CEO
respondents to this year’s CEO Challenge 2004 Survey, with attention to points of conver-
gence and departure across region, industry, and company size.
All findings and data in this Summary register the collective experience of survey participants
and reflect the overall results of the study, not necessarily the views of individual companies
or CEOs, unless otherwise specifically indicated.
Research ReportThe Conference Board also conducted in-depth interviews with 11 CEOs from multinational
companies, representing diverse industries, about the headlines that dominated the year’s
business press. Each of these CEOs’ companies earns revenues in excess of US$1 billion
and has operations outside its country of origin. Detailed results of the interviews, along with
additional survey data and further analysis of survey respondents’ top priorities, are presented
in the forthcoming Research Report, CEO Challenge 2004: Perspectives and Analysis.
CEO Challenge 2004
Perspectives and Analysis
by Esther V. Rudis
Table of contents
• Top Challenges and Top Priorities
• The Outsourcing and Offshoring Phenomenon
• Flexibility and Learning in an Outsourced/Offshored Universe
• The Spiraling Cost of Healthcare and Benefits
• The State of Executive Compensation and Succession
• Boards and CEOs Adjust to New Realities
• Survey respondent profile
To get the Research Report…members of The Conference Board. For an electronic version of
CEO Challenge 2004: Perspectives and Analysis, go to our
Members Only Web site, www.conference-board.org/challenge.htm
Printed copies of CEO Challenge 2004: Perspectives and Analysis
can also be obtained by contacting Customer Service at 212 339 0345 or
via e-mail at [email protected].
non-members. To purchase an electronic version or printed copy of
CEO Challenge 2004: Perspectives and Analysis, go to our public Web site at
www.conference-board.org Or call customer service at 212 339 0345.
www.conference-board.orgOnline
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acknowledgmentsThe Conference Board gratefully
acknowledges Heidrick & Struggles and
PeopleSoft for their generous support of
this research. The authors thank
Conference Board Publishing staff John
Lumea, Peter Drubin, and Chuck Mitchell
for their valuable creativity and guidance;
we are grateful to Megan Lam and Wennie
Lee for providing research assistance.
sponsors
John Lumea editor
Peter Drubin design
Pam Seenaraine production
CEO Challenge 2004
Top 10 ChallengesThe global economy is no longer experiencing the drag of a sluggish U.S. recovery,
and this is reflected in the results of this year’s CEO Challenge Survey. Asked to indicate
their level of concern about 62 different challenges, 52 percent of the 539 participating CEOs
from around the world indicate that sustained and steady top-line growth is “of greatest
concern”—the highest Challenge category. This is the highest share of responding CEOs
that singled out any one challenge as being of such high concern to them.
Concern with Top-Line Growthis High Among Companies ofDifferent Sizes…The high concern with growth holds regardless of company size, with the most CEOs from each of four revenue categories marking top-line growth as being “of greatest concern”:
• less than $100 million
• $100 million to less than $1 billion
• $1 billion to less than $5 billion
• $5 billion and over
There is also strong agreement across revenue categoriesabout the “next two” most important challenges. CEOsfrom companies in all of these categories place speed, flexibility, adaptability to change and customer loyalty /retention as either second or third in their “top 10” list of challenges that are “of greatest concern” to them.
Within the United States, where the number of respondentsallows for more detailed analysis by size, two challenges—succession planning and vigilance on ethics issues—regis-ter very differently. CEOs of the largest U.S. companies(revenues of $5 billion and over) rate these two challengesas 2nd and 6th, respectively, on their “greatest concern”list. The same challenges rate 13th and 26th, respectively,among CEOs of the smallest U.S. companies (revenuesunder $100 million).
Employee loyalty / commitment / job satisfaction rated 5th
among CEOs of the smallest U.S. companies, but droppedto 16th among CEOs of U.S. companies $5 billion and over.
Top 10 Challenges OverallCite challenge as
Relative being “of greatestranking concern”
1 Sustained and steady top-line growth 52%
2 Speed, flexibility, adaptability to change 42
3 Customer loyalty / retention 41
4 Stimulating innovation / creativity / enabling entrepreneurship 31
5 Cost / ability to innovate 29
6 Availability of talented managers / executives 26
7 Tight cost control 25
8 Succession planning 25
9 Seizing opportunities for expansion / growth in Asia 23
10 Transferring knowledge / ideas / practices within the company 23
CEOs were asked to rate each of 62 challenges
on a scale from 1 to 5, defined as follows:
1 of greatest concern
2 among my chief concerns
3 important, but not a priority
4 not important
5 not relevant to my business
Respondents were allowed to name multiple challenges
as being “of greatest concern.” The “Top 10 Challenges”
are those that received the highest percent of CEOs
marking the challenge as being “of greatest concern.”
CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board 3
Less than $100 millionGlobal sales FY03 in US$
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 60%
2 Customer loyalty / retention 49
3 Speed, flexibility, adaptability to change 41
4 Stimulating innovation / creativity /
enabling entrepreneurship 37
5 Cost / ability to innovate 29
6 Employee loyalty / commitment /
job satisfaction 28
7 Commercialization of new products 26
8 Transferring knowledge / ideas /
practices within the company 26
9 Availability of talented managers /
executives 25
10 Speed to market 22
$100 million to less than $1 billionGlobal sales FY03 in US$
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 54%
2 Customer loyalty / retention 42
3 Speed, flexibility, adaptability to change 41
4 Cost / ability to innovate 26
5 Succession planning 25
6 Availability of talented managers /
executives 24
7 Stimulating innovation / creativity /
enabling entrepreneurship 24
8 Tight cost control 23
9 Seizing opportunities for expansion /
growth in Asia 22
10 Realizing gains from mergers /
acquisitions / alliances 21
$1 billion to less than $5 billionGlobal sales FY03 in US$
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 47%
2 Speed, flexibility, adaptability to change 40
3 Customer loyalty / retention 38
4 Stimulating innovation / creativity /
enabling entrepreneurship 31
5 Cost / ability to innovate 30
6 Tight cost control 28
7 Succession planning 27
8 Availability of talented managers /
executives 27
9 Transferring knowledge / ideas /
practices within the company 26
10 Seizing opportunities for expansion /
growth in Asia 25
$5 billion and overGlobal sales FY03 in US$
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 51%
2 Speed, flexibility, adaptability to change 44
3 Customer loyalty / retention 36
4 Stimulating innovation / creativity /
enabling entrepreneurship 35
5 Cost / ability to innovate 33
6 Tight cost control 33
7 Availability of talented managers /
executives 33
8 Succession planning 31
9 Seizing opportunities for expansion /
growth in Asia 30
10 Making investment / capital
allocation decisions 27
4 CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board
United States
56%Other*
8
Europe
27
Asia
9
RegionN = 539
* Includes Canada (6%) and Other (2%)
About the survey participantsThe Conference Board mailed and faxed the 3-
page CEO Challenge 2004 Survey to 3000 CEOs
in April 2004. On a scale of 1 (“of greatest
concern”) to 5 (“not relevant to my business”),
CEOs were asked to register their degree of con-
cern with each of 62 challenges. With 539 CEOs
responding, the response rate was 18 percent.
Primary industry
REGION
United Asia Europe States
Manufacturing 29% 39% 39%
Financial services 35 33 12
Other services 35 28 49
(Company size, cont’d)
CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board 5
…Regions…Looking across regions, CEOs in Europe and the UnitedStates most often cite top-line growth as being “of great-est concern.” In Asia, interestingly, growth is edged outby both speed / flexibility / adaptability to change andstimulating innovation / creativity / enabling entrepre-neurship. Among CEO respondents in Asia, 60 percentrate speed / flexibility / adaptability as being “of greatestconcern,” while half rate top-line growth that highly.
Asia
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Speed, flexibility, adaptability to change 60%
2 Stimulating innovation / creativity /
enabling entrepreneurship 51
3 Sustained and steady top-line growth 50
4 Availability of talented managers /
executives 47
5 Customer loyalty / retention 46
6 Succession planning 40
7 Cost / ability to innovate 40
8 Seizing opportunities for expansion /
growth in Asia 36
9 Tight cost control 35
10 Employee loyalty / commitment /
job satisfaction 32
Europe
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 50%
2 Speed, flexibility, adaptability to change 47
3 Customer loyalty / retention 37
4 Tight cost control 35
5 Stimulating innovation / creativity/
enabling entrepreneurship 34
6 Availability of talented managers /
executives 32
7 Cost / ability to innovate 30
8 Seizing opportunities for expansion /
growth in Asia 30
9 Transferring knowledge / ideas /
practices within the company 28
10 Making investment / capital
allocation decisions 25
United States
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 56%
2 Customer loyalty / retention 43
3 Speed, flexibility, adaptability to change 37
4 Cost / ability to innovate 29
5 Stimulating innovation / creativity /
enabling entrepreneurship 28
6 Succession planning 26
7 Vigilance on ethics issues 23
8 Employee loyalty / commitment /
job satisfaction 22
9 Availability of talented managers /
executives 22
10 Realizing gains from mergers /
acquisitions / alliances 22
Global sales FY03 in US$
REGION
United Asia Europe States Other Total
< $100 million 18% 15% 24% 2% 19%
$100 million to < $1 billion 42 18 36 29 31
$1 to < $5 billion 20 36 24 43 28
$5 billion and over 20 31 16 26 21
Yes
50%No
50
Is your stockpublicly traded?N = 527
Other Total
40% 38%
38 22
21 40
6 CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board
Manufacturing
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 50%
2 Speed, flexibility, adaptability to change 35
3 Seizing opportunities for expansion /
growth in Asia 35
4 Stimulating innovation / creativity /
enabling entrepreneurship 30
5 Customer loyalty / retention 28
6 Tight cost control 28
7 Cost / ability to innovate 27
8 Succession planning 27
9 Lack of pricing power 26
10 Availability of talented managers /
executives 24
Other services
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Sustained and steady top-line growth 58%
2 Customer loyalty / retention 51
3 Speed, flexibility, adaptability to change 45
4 Stimulating innovation / creativity /
enabling entrepreneurship 34
5 Cost / ability to innovate 31
6 Availability of talented managers /
executives 26
7 Employee loyalty / commitment /
job satisfaction 26
8 Succession planning 25
9 Transferring knowledge / ideas /
practices within the company 25
10 Short-term performance pressure 22
1 As measured by percent of workforce 55 years or older.
Financial services
Cite challenge as Relative being “of greatestranking Top 10 challenges concern”
1 Speed, flexibility, adaptability to change 46%
2 Sustained and steady top-line growth 45
3 Customer loyalty / retention 45
4 Regulatory compliance 38
5 Tight cost control 32
6 Availability of talented managers /
executives 31
7 Cost / ability to innovate 30
8 Stimulating innovation / creativity /
enabling entrepreneurship 28
9 Realizing gains from mergers /
acquisitions / alliances 25
10 Aligning IT with business goals 25
…and IndustriesComparing different industries, top-line growth is mostoften a top-of-mind issue for CEOs of manufacturing andservices companies. Among CEOs of financial servicescompanies, growth essentially ties for first with speed /flexibility / adaptability and customer loyalty / retention as being “of greatest concern.”
Across Industries, 6 Challenges Are in Everybody’s Top 10While their relative rankings shift around from industry to industry, the same six challenges appear on the top 10 list of all three major industry groups:
sustained and steady top-line growth
speed, flexibility, adaptability to change
stimulating innovation / creativity / enabling entrepreneurship
customer loyalty / retention
cost / ability to innovate
availability of talented managers / executives
While CEOs of both manufacturing and other services companies place succession planning among their top 10 concerns, succession planning does not make the top 10 cut among financial services CEOs. The financial servic-es industry tends to have a younger workforce,1 so thedemographic impact of the eventual exit of the baby boomerworkforce is likely less daunting there and may explain comparatively lower CEO concern over succession planning.
Among manufacturing CEOs, seizing opportunities forexpansion / growth in Asia and lack of pricing power are“of greatest concern” frequently enough to appear amongthe top 10 challenges. These two challenges do not registeramong the top 10 “vote getters” among CEOs of financialor other services companies. Among the challenges manu-facturing CEOs mark as being “of greatest concern,” seiz-ing opportunities in Asia is third only to top-line growthand speed / flexibility / adaptability. For CEOs of financialservices and other services companies, seizing opportuni-ties in Asia ranks 32nd and 16th, respectively, on that meas-ure. (Lack of pricing power ranks 9th on the “greatestconcern” scale among manufacturing CEOs but 39th and25th, respectively, among CEOs of financial and otherservice companies.)
Globalization continues to pressure manufacturers in allregions to reduce costs in lieu of raising prices, and exam-ining Asia for beneficial opportunities is at top of mind forCEOs of manufacturing operations around the globe.2
Are Industry CEOs Different in Different Regions?Comparing the responses of industry CEOs across regionsreveals different levels of concern over challenges relatingto human resources. Although CEOs’ tendency to citelabor relations / satisfying workers’ expectations as being“of greatest concern” varies between regions, the differ-ences between industries—manufacturing (10 percent),financial services (10 percent), other services (13 per-cent)—are very small. But digging deeper into the industrydata reveals that Asia manufacturing CEOs (29 percent)are well over three times more likely than their industrypeers in the United States (8 percent) and Europe (7 per-cent) to indicate the highest level of concern about thatchallenge. Indeed, manufacturing CEOs in Asia registerthe “greatest concern” about labor relations twice as oftenas any industry CEOs by region.
Asian CEOs also express higher concern about the avail-ability of talented managers / executives and transferringknowledge / ideas / practices within the company than dotheir industry peers elsewhere across the globe. Asia isdeveloping rapidly, and top Asian talent is increasinglysought after both by companies located within Asia and by those elsewhere around the world. 2 See Robert H. McGuckin and Matthew Spiegelman (with Xu Jianyi, Liu
Yaodong, and Jiang Yuan), China’s Experience with Productivity and Jobs:
Benefits and Costs of Change, Research Report 1352, The Conference
Board, 2004.
Manu- facturingOther
services
Although industries
are in broad agreement
about the importance
of labor relations / satisfying workers' expectations…
…Asia manufacturing CEOs are
two times more likely than CEOs
in any industry by region to see the
issue as being “of greatest concern”
29%7%
8%
13
Manufacturing
Financial services
Other services
98
125
15
Asia Europe United States Manufacturing N=14 N=56 N=117
Financial services N=17 N=47 N=36
Other services N=17 N=40 N=143
Financial services
Human Resources: The big picture
Relative Cite challenge as overall being “of greatestranking The set of HR challenges in the survey concern”
4 Stimulating innovation / creativity /
enabling entrepreneurship 31%
6 Availability of talented managers /
executives 27
10 Transferring knowledge / ideas /
practices within the company 22
11 Employee loyalty / commitment /
job satisfaction 22
24 Managing cross-cultural interactions
(employee / supplier / customer) 15
32 Availability of skilled labor 12
33 Labor relations / satisfying workers’
expectations 11
CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board 7
8 CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board
Are More Successful Companies Different?For a subset of 132 companies, we were able to classify each as more or less successful, based their average return on assets.3 Analysis of these companies with respect tohuman resources challenges reveals an interesting difference.
With the exception of stimulating innovation / creativity /enabling entrepreneurship, CEOs of more successful companies more frequently register each of the humanresources challenges as being “of greatest concern” than do CEOs of less successful companies.
For example, employee loyalty / commitment / job satisfac-tion registers as a top priority—either “of greatest con-cern” or “among my chief concerns”—with two-thirds ofCEOs of both more successful and less successful compa-nies. But CEOs of more successful companies are 50 per-cent more likely to give employee loyalty / commitment /job satisfaction the “greatest concern” rating, while CEOsof less successful companies are 25 percent more likely torate it the lower of the top two choices. Likewise, roughlythe same percent of CEOs of both more successful andless successful companies rate availability of talentedmanagers / executives as a top concern—79 and 76 per-cent, respectively—but CEOs of more successful compa-nies are more than twice as likely to give availability oftop talent the “greatest concern” rating.
What’s Changed in 5 Years?We conducted in-depth interviews about the survey chal-lenges with 11 CEOs around the world.4 The benefit ofsuch conversations is that they surface “whys and where-fores” that enrich the results of the mass-response survey.
In discussing cross-border labor markets and offshoring,these corporate leaders emphasized again and again thateconomic forces will continue to encourage global sourc-ing and that staying competitive is the only option. Buttheir comments make it clear that, while cost-control isnecessary to stay competitive, it is not sufficient. Learning,flexibility, capabilities, new ideas, change—these are allpart of the new competitive equation.
Looking back at our first CEO Challenge, five years ago, confirms this new reality—what CEOs regard as their greatest challenges has undergone a dramatic shift(see table opposite). While the specific wording of man-agement challenges posed in the 1999 survey may havechanged, enough consistency exists to reveal that capabili-ties such as speed, innovation, talent, and knowledge havegained importance.5
CEOs of more successful companies are twice as likely to cite availability of talented managers / executive as being “of greatest concern”
What CEOs say:
of greatest concern
among my chief concerns
important, but not a priority
not important
Note: “More successful companies” are those from a subset of 132 companies (for which
data are available) whose average return on assets over the 2000 - 2003 period was
above the median; “less successful companies” are those that had a below-median return.
More successful
companies (N=58)
Less successful
companies (N=58)
26%
64
19
5 12%
53
21
No executive responded that this challenge is “not relevant to my business.”
3 Responding companies were cross-listed with the S&P database Research
Insight. For the 132 companies for which return on assets information was
available, we computed the average return over the 2000–2003 period.
Those in the top half we label “more successful,” those in the bottom half
we label “less successful.” Most of these are U.S. companies listed on U.S.
stock exchanges.
4 For the detailed results of these interviews, see Esther V. Rudis,
CEO Challenge 2004: Perspectives and Analysis, Research Report 1353,
The Conference Board, 2004.
5 Related Conference Board research supports the notion that companies
are placing a higher priority on innovation and change. Sixty percent of
companies responding to The Conference Board’s 2003 survey on innova-
tion reported that innovation is part of their mission or vision statement;
55 percent reported having expanded their definition of innovation to include
business models, strategies, or processes. Consistent with Challenge CEOs
registering high “concern” around innovation is a further result of that inno-
vation study—56 percent of respondents reported that their companies are
only “moderately” successful in meeting their self-imposed innovation goals.
See Kathryn L. Troy, Making Innovation Work: From Strategy to Practice,
Research Report 1348, The Conference Board, 2004.
CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board 9
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nt
5=
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10 CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board
Com
pari
ng t
he T
op 1
0 C
halle
nges
of
2004
By r
an
k
REG
ION
IND
UST
RYG
LOBA
LSA
LES
FY03
Ove
rall
Uni
ted
Fina
ncia
lO
ther
< $1
00
$100
mill
ion
to$1
billi
on to
$5bi
llion
Cha
lleng
es “
ofgr
eate
stco
ncer
n”ra
nkin
gAs
iaEu
rope
Stat
esM
anuf
actu
ring
serv
ices
serv
ices
mill
ion
< $1
billi
on<
$5bi
llion
and
over
Su
sta
ine
d a
nd
ste
ad
y t
op
-lin
e g
row
th1
31
11
21
11
11
Sp
ee
d,fl
exib
ilit
y,a
da
pta
bilit
y t
o c
ha
nge
21
23
21
33
32
2
Cu
sto
me
rlo
ya
lty /
re
ten
tio
n3
53
25
32
22
33
Sti
mu
lati
ng
in
no
va
tio
n /
cre
ati
vit
y /
en
ab
lin
g e
ntr
ep
ren
eu
rsh
ip4
25
54
84
47
44
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st
/ a
bilit
y t
o i
nn
ova
te5
77
47
75
54
55
Ava
ila
bilit
y o
fta
len
ted
ma
na
ge
rs /
exe
cu
tive
s6
46
91
06
69
68
7
Tig
ht
co
st
co
ntr
ol
79
46
58
66
Su
cce
ssio
n p
lan
nin
g8
66
88
57
8
Se
izin
g o
pp
ort
un
itie
s f
or
exp
an
sio
n /
gro
wth
in
Asia
98
83
91
09
Tra
nsfe
rrin
g k
no
wle
dge
/ i
de
as /
pra
cti
ce
s
wit
hin
th
e c
om
pa
ny
10
99
89
Em
plo
ye
e l
oya
lty /
co
mm
itm
en
t /
jo
b s
ati
sfa
cti
on
111
08
76
Sp
ee
d t
o m
ark
et
12
10
Re
alizi
ng
ga
ins f
rom
me
rge
rs /
acq
uis
itio
ns /
allia
nce
s1
31
09
10
Ma
kin
g i
nve
stm
en
t /
ca
pit
al
allo
ca
tio
n d
ecis
ion
s14
10
10
Vig
ila
nce
on
eth
ics i
ssu
es
15
7
Co
mm
erc
ializa
tio
n o
fn
ew
pro
du
cts
16
7
Sh
ort
-te
rm p
erf
orm
an
ce
pre
ssu
re17
10
Alig
nin
g I
Tw
ith
bu
sin
ess g
oa
ls1
81
0
La
ck
of
pri
cin
g p
ow
er
19
9
Re
gu
lato
ry c
om
plia
nce
21
4
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