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Chinese companies need to be seen as more 'trustworthy'

By Zheng Yangpeng  (China Daily)

08:24, January 30, 2013

An international survey has found that Chinese companies are less trusted than companies headquartered in other nations, a major hurdle for the growing number of Chinese enterprises looking to "go global".

Of those polled in developed countries, only 19 percent regarded companies headquartered in China as "trustworthy", according to a survey by Edelman, a leading public relations firm.

This was in stark contrast to perceptions of companies from Germany, Sweden and Canada, which more than 70 percent found trustworthy. Chinese companies also fared worse than those headquartered in Brazil and India.

However, the survey found that in other emerging markets 58 percent of respondents trusted China's businesses and in China 79 percent.

"It showed that there is a big gap between how the world perceives us and how we perceive ourselves," said Kevin Wang, Edelman China co-president.

David Brain, Edelman Asia-Pacific president and CEO, said the low trust can be attributed to less familiarity, insufficient communication and less established brands.

"Not many Chinese companies have gone abroad in a big way. Not many Chinese companies and governments have made efforts to communicate about China's businesses and brands," Brain said.

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