Globalisation and trade

PwC's 21st CEO Survey

Taking a step back to look at the global picture, executives in CEE agree with their international peers’ view that the world is moving toward multiple, fragmented ecosystems rather than a singular, seamless one

But they’re less strongly convinced than their global counterparts: for example, they’re more likely than average to believe the world is moving toward a single global market place rather than regional trading blocs, and toward common global beliefs and value systems rather than multiple beliefs and value systems.

Still, executives in the region take a slightly dimmer view of globalisation thus far than their international peers, in particular with regard to closing the gap between rich and poor, with 53% saying the process hasn’t contributed at all (compared with 39% globally).


When asked to name the three countries other than the one where they’re based that are most important for their organisations, CEOs in the region picked the US (37%), Germany (35%) and China (22%).

The same countries took the top three spots globally, but in a different order, with the US at 46%, China at 33% and Germany at 20%.For Russian companies, the results were 45% US, 38% China and 26% Germany. In the global survey, Russia has returned to the top 10 most important countries after an absence of five years.

Central and Eastern Europe remains at the crossroads of globalisation, so it’s no surprise that companies’ priorities are aligned with the global average. Germany’s strong showing, ahead of China and right on the heels of the US, shows its continued importance as an export market for companies throughout the region.

Piotr Romanowski, PwC CEE Clients & Markets Leader

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