In our first Global CEO Survey 10 years ago, you shared with us an upbeat vision of global business in a simpler world. One-third of you declared ‘extreme optimism’ about future growth prospects. China was already looking good as a territory for possible expansion.
The world was rapidly globalising as old enemies became new friends – friends who were hungry for products and services long denied. Nations embraced free market mechanisms and a new era promised peace and prosperity that had been unimaginable just a few years before. And so, confidence was high as you prepared to stride straight through open doors into a burgeoning base of consumers. Yes, you saw a few clouds on the horizon, but nothing too stormy.
