19th Annual Global CEO Survey: Key Findings – Finland

www.pwc.com/ceosurvey
January 2016
19th Annual Global CEO
Survey
Key Findings – Finland

PwC
Global survey is based on interviews with 1409 CEOs from
83 countries during Q4 2015
Slide 2
North America
(10%)*
South America
(12%)
Western Europe
(22%)
Middle East & Africa
(10%)
CEE
(12%)
Asia Pacific
(34%)
* Percentage of interviews per continent

PwC
The Finnish CEOs represented both private and listed
companies. The total number of participants was 35.
Slide 3
2
38
60
0
46
54
Don't know/ refused
Publicly listed
Privately owned
Ownership of firm (%)
Base 2016: All respondents (Finland = 35; Global = 1,409)
5
28
38
25
5
0
14
40
43
3
Not stated
Up to $100 million
$101-$999 million
$1-$10 billion
More than $10 billion
Revenue (%)

PwC
Global CEO short-term confidence in growth has fallen
Slide 5
Do you believe global economic growth will improve, stay the same, or decline over the next 12 months?
How confident are you about your company’s prospects for revenue growth over the next 12 months?
31%
41%
52%
50%
21%
31%
48%
40%
36%
39%
39%
35%
14%
18%
44%
37%
27%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
CEOs very confident in own business growth CEOs confident global economy will improve
Base: All respondents (2016= 1,409; 2015=1,322; 2014=1,344; 2013=1,330; 2012=1,258; 2011=1,201; 2010=1,198; 2009=1,124; 2008=1,150; 2007=1,084)

PwC
Finnish CEOs are still pessimistic regarding improvement of
global economy, but are increasingly optimistic regarding
growth of their own company
Do you believe global/Finnish economic growth will improve, stay the same, or decline over the next 12 months?
Slide 6
31%
41%
52%
50%
21%
31%
48%
40%
36%
39%
39%
35%
14%
18%
44%
37%
27%
18%
28%
21%
37%
5%
47%
29%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
CEOs very confident in own business growth
CEOs confident global economy will improve
Finnish CEOs very confident in own business growth
Finnish CEOs confident global economy will improve
Base: All respondents (2016= 1,409; 2015=1,322; 2014=1,344; 2013=1,330; 2012=1,258; 2011=1,201; 2010=1,198; 2009=1,124; 2008=1,150; 2007=1,084)
Finland (2016 = 35, 2015=38, 2014=43, 2012=40; year 2013 missing)

PwC
Confidence in growth of the own company is highest in
India. The Finnish confidence is now on global average level.
Slide 7
Global 39%
Confidence vs. 2015:
Increased
Decreased
64%
26%
India
Russia
Argentina
Brazil
Mexico
US
Canada
Australia
China
Germany
Spain
UK
Italy
South Africa
42%
24%
38%
24%
28%
54%
20%
20%
37%
FinlandSweden
36% 37%
31%
33%
46%
Respondents who stated ‘very confident’

PwC
0
3
15
47
35
3
6
20
34
37
Don't know/refused
Not confident at all
Not very confident
Somewhat confident
Very confident
1
3
12
45
39
0
5
18
55
21
Don't know/refused
Not confident at all
Not very confident
Somewhat confident
Very confident
Finland Global
While confidence among Finnish CEOs has increased, one in
four is still not confident on growth for their companies
Slide 8
(%)
2016 2015
2015 Base: Finland (38); Global (1,322)

PwC
Finnish CEOs are planning less cost-reduction initiatives and
more M&A activities than last year
Slide 9
Which, if any, of the following restructuring activities do you plan to initiate in the coming 12 months?
(%)2016 2015
3
11
17
25
42
28
42
61
9
11
23
31
43
43
43
63
End an existing
strategic alliance or
joint venture
Sell majority
interest in a
business or exit a
significant market
Insource a
previously
outsourced
business process…
Complete a
domestic M&A
Enter into a new
joint venture
Outsource a
business process or
function
Complete a cross-
border M&A
Implement a cost-
reduction initiative
8
13
14
27
29
31
51
71
8
16
13
32
26
29
37
89
End an existing
joint venture
Sell majority interest
in a business or exit
a significant market
Insource a
previously
outsourced business
process or function
Complete a cross-
border M&A
Complete a
domestic M&A
Outsource a
business process or
function
Enter into a new
joint venture
Implement a cost-
reduction initiative

PwC
Finnish CEOs see more opportunities in 2016 than 2015
Slide 10
To what extent do you agree or disagree with the following statements about threats and opportunities
facing your business? Respondents who stated ‘agree’ or ‘agree strongly’
59
61
82
53
Finland Global
66
60
69
60
There are more threats to the
growth of my company today than
there were 3 years ago
There are more growth
opportunities for my company than
there were 3 years ago
2016 2015
(%)

PwC
In 2016, almost as many Finnish companies plan to increase
as to decrease headcount. Last year plans to decrease
outnumbered plans to increase almost by 2:1.
Slide 11
Decrease
47%
Stay the
same
29%
Increase
24%
Finland
Decrease
31%
Stay the
same
40%
Increase
29%
2016
Decrease
21%
Stay the
same
28%
Increase
50%2015
Decrease
21%
Stay the
same
30%
Increase
48%
2016
2015
Global
Do you expect headcount at your company to increase, decrease or stay the same over the next 12 months?

PwC
9
8
11
5
19
5
34
39
3
3
9
9
11
14
23
29
India
Brazil
UK
Russia
Germany
Japan
China
USA
The importance of China and Japan for growth prospects is
increasing
Slide 12
Which three countries, excluding the one in which you are based, do you consider most important for your overall
growth prospects over the next 12 months? (maximum of 3 responses were provided)
(%)2016 2015
9
8
10
11
34
6
19
38
5
5
8
11
13
18
24
24
India
Japan
Brazil
UK
China
Russia
Germany
USA

Main concerns and expectations for
government

PwC
CEOs see over-regulation as the top threat to companies’
growth prospects. Finnish CEOs consider geopolitical
uncertainty as the most serious concern.
How concerned are you about the following potential economic, policy and social threats to your organization's
growth prospects? Respondents who stated ‘extremely’ or ‘somewhat concerned’ . Change vs. 2015 figures is indicated in
parenthesis (“+” = Increased from 2015, “- “=Decreased from 2015, N/A= Data was not available last year)
Slide 14
Geopolitical
uncertainty
Over-
regulation
71%
(-8)
Availability of key
skills
Exchange rate
volatility
Government
response to fiscal
deficit and debt
burden
69%
(-10%)
Finland
(N=38)
79%
(+1%)
71%
(-1%)
72%
(-1%)
74%
(+2%)
Global
(N=1,322)
Increasing tax
burden
77%
(-2%)
63%
(N/A)
73%
(N/A)
57%
(-9%)
41%
(-38%)
69%
(-1%)

PwC
A skilled, educated and adaptable workforce is seen as the
most important priority for the government by Finnish CEOs
Slide 15
19
10
25
17
13
41
50
56
53
0
3
6
9
9
57
60
60
86
Greater income equality
Safeguards around usage of personal data
Reduced environmental impacts
Good health and well-being of the workforce
Workforce diversity and inclusiveness
High levels of employment
Adequate physical and digital infrastructure
A clearly understood, stable and effective tax
system
A skilled, educated and adaptable workforce
Finland Global
Which three of these outcomes do you think should be government priorities, in the country in which you are
based? (Maximum of 3 responses were provided)
(%)

PwC
Employment and effective tax system stand out as important
but in-effectively managed in Finland
Slide 16
-100
-80
-60
-40
-20
0
20
40
60
80
100
0 50 100
Net score
A skilled, educated
and adaptable
workforce %
Reduced environmental impacts
High levels of
employment
A clearly understood, stable
and effective tax system
Greater income equality
Good health and
well-being of the workforce
Workforce diversity and
inclusiveness
Safeguards around usage of personal data
% of CEO mentioned as government priority
Netsatisfactionscore*
*Net satisfaction score is
calculated according to the
formula below for each
question:
Net Satisfaction =
(Respondents who stated
‘Greatly effective’ or ‘effective’)
-
(Respondents who stated
‘Greatly ineffective’ or
‘ineffective)
Adequate physical and
digital infrastructure
Dissatisfied, not
but important
Dissatisfied,
important
Satisfied, but
not important
Satisfied,
important

PwC
A stable tax system is seen as more important than low rates
of tax by almost 80% Finnish CEOs
Slide 17
With wider stakeholder expectations in mind, to what extent would you agree with the following statements on tax?
Respondents who stated ‘Agree strongly’ or ‘Agree
48
73
71
67
87
43
60
71
77
86
Our board is actively involved in determining the
business’ tax strategy
Reducing the burden of tax administration is as
beneficial as reducing the rates of tax
Our business‘ approach to tax and tax
transparency affects our reputation
A stable tax system is more important than low
rates of tax
Tax is a business cost that needs to be managed
efficiently (as per other business costs)
Finland Global

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information?
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© 2016 PricewaterhouseCoopers. All rights reserved.
Please contact
Hannu Suonio
Partner, Advisory Leader
PwC Finland
Tel. +358 40 511 9324
hannu.suonio@fi.pwc.com
www.pwc.fi/ceo

19th Annual Global CEO Survey: Key Findings – Finland

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19th Annual Global CEO Survey: Key Findings – Finland