Through the Global Attractiveness Index The European House – Ambrosetti, in evaluating the attractiveness of country systems, has endeavored to build and transfer an approach and methodologies that are more objective and reliable than those used to-date.
During the 43rd “Intelligence on the World, Europe and Italy” Forum, the Global Attractiveness Index, created by The European House – Ambrosetti in collaboration with ABB, Toyota Material Handling Europe and Unilever was presented.
The project takes advantage of two top-level advisors: Ferruccio de Bortoli (President, Casa Editrice Longanesi and Associazione Vidas) and Enrico Giovannini (Professor of Economic Statistics, University of Rome Tor Vergata, and former president of ISTAT and Italian Minister of Labor and Social Policies).
This initiative is aimed at continuing the process launched last year whose end-goal is not the “demolition” in itself of the country rankings, but rather the construction and transfer of an approach and methodologies that are more objective and reliable in evaluating the attractiveness of country systems.
The report summarizes the findings of the second year of activity of the Global Attractiveness Index Advisory Board, which analyzed, in detail, the methodologies used to construct the main international rankings. Then, starting from the problem-areas uncovered, it has built an innovative and reliable index of attractiveness—the Global Attractiveness Index—to present to the business community and policy makers. The Index seeks to bridge a number of gaps (which are presented in the report) that emerged from a detailed examination of the other international rankings, by adopting an advanced conceptual approach and methodology that is fully in line with international best practices regarding composite indicators.
Concurrently, as the result of a scouting process of international best practices in the management of country-image, The European House – Ambrosetti has prepared a dashboard for the five main economies in the European Union (France, Germany, Italy, the United Kingdom and Spain). In addition, the Italian edition includes an appendix dedicated to Italy in which a number of recommendations and operational proposals have been formulated for the Italian government, with the aim of implementing an action strategy to improve Italy’s image and attractiveness.
As part of this process, which will be implemented over time, a collaborative relationship has been activated with the Joint Research Centre of the European Commission, for which a (still to be concluded) process involving statistical validation and quality control of the Global Attractiveness Index has been initiated.