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Page 1: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

executive summary R-1353-04-ES

CEO Challenge 2004Top 10 Challenges

Page 2: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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

the conference board creates and disseminates knowledge

about management and the marketplace

to help businesses strengthen their

performance and better serve society.

Working as a global, independent

membership organization in the

public interest, we conduct research,

convene conferences, make forecasts,

assess trends, publish information and

analysis, and bring executives together

to learn from one another.

The Conference Board is a not-

for-profit organization and holds

501 (c) (3) tax-exempt status in

the United States.

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

Page 3: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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

Page 4: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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)

Page 5: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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

Page 6: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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.

Page 7: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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

Page 8: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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.

Page 9: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board 9

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Page 10: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

10 CEO Cha l lenge 2004: Top 10 Cha l lenges Execut ive Summar y The Conference Board

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Page 11: CEO Challenge 2004 - Agility Consulting and Trainingagilityconsulting.com/resources/Strategic Agility Institute/Conference_Board_CEO...statistician Henry Silvert, provides an overview

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