une revue de la litterature
Transcription
une revue de la litterature
ISBN : 978-2-36442-005-2 © 2011 : Tout droit réservés Ce livre a été publié avec le concours de l’Université Jean Moulin Lyon 3 Conception graphique dela couverture, impression et fabrication : Service Édition de l’Université Jean-Moulin Lyon 3 2ème colloque franco-tchèque « Trends in International Business » Colloque organisé par visio-conférence le 30 juin 2011 co-organisé par le laboratoire Magellan (équipe d’accueil EA 3713), IAE Lyon, Université Jean Moulin Lyon 3 et la Faculté des relations internationales, Université d´Economie de Prague Ce colloque international est co-organisé par l’axe de recherche « Management international » du laboratoire Magellan (équipe d’accueil EA 3713), IAE Lyon, Université Jean Moulin Lyon 3 et par la Faculté des relations internationales, Université d´Economie de Prague. Les deux établissements coopèrent depuis de nombreuses années dans les domaines de l’enseignement et de la recherche. C’est dans cette perspective que leurs équipes de recherche ont pris l’initiative, en 2010, d’organiser un colloque annuel sur la thématique des tendances du management international. L’objectif du colloque est de discuter des recherches menées dans le champ du management international et d’offrir aux doctorants et aux enseignants-chercheurs des deux universités la possibilité de présenter leurs travaux de recherche. Il s’agit d’un projet collectif mené par l’axe de recherche « Management international » du laboratoire Magellan piloté par Ulrike Mayrhofer. L’ouvrage est coordonné par Alain Roger, responsable du comité scientifique du colloque. Membres du comité scientifique : • • • • • • • • • • • • • Peter BALAZ, Professeur des Universités, Université d´Economie, Bratislava Jean-Jack CEGARRA, Professeur des Universités, Magellan, IAE, Université Jean Moulin Lyon 3 Paul Marc COLLIN, Maître de Conférences, Magellan, IAE, Université Jean Moulin Lyon 3 Yves LIVIAN, Professeur des Universités, Magellan, IAE, Université Jean Moulin Lyon 3 Hana MACHKOVA, Professeur des Universités, Université d´Economie de Prague Ulrike MAYRHOFER, Professeur des Universités, Magellan, IAE, Université Jean Moulin Lyon 3 Catherine MERCIER SUISSA, Maître de Conférences, Magellan, IAE, Université Jean Moulin Lyon 3 Catherine PIVOT, Professeur des Universités, Magellan, IAE, Université Jean Moulin Lyon 3 Alain ROGER, Professeur des Universités, Magellan, IAE, Université Jean Moulin Lyon 3 Alexej SATO, Maître de Conférences, Université d´Economie de Prague Ludmila STERBOVA, Directeur Académique du programme International Business, Université d´Economie de Prague Josef TAUSER, Maître de Conférences, Université d´Economie de Prague Julien VERCUEIL, Professeur agrégé d’économie et de gestion, Magellan, IUT, Université Jean Moulin Lyon 3 Colloque organisé avec le soutien de l’entreprise PLAN LA PERFORMANCE DES FUSIONS-ACQUISITIONS : UNE REVUE DE LA LITTERATURE .................................13 L’INNOVATION DANS LES FIRMES MULTINATIONALES : UNE REVUE DE LA LITTÉRATURE ......................27 RELOCALISATION : D’UN SUJET DÉLICAT À UNE PROPOSITION DE CADRES THÉORIQUES .........................35 LEAN PRODUCTION: THE LINK BETWEEN SUPPLY CHAIN AND SUSTAINABLE DEVELOPMENT IN AN INTERNATIONAL ENVIRONMENT ....................................................................................................................47 SPÉCIFICITÉ DES PME DE SERVICES SUPÉRIEURS FRANÇAISES A L’INTERNATIONAL : LE RÔLE DES TECHNOLOGIES DE L'INFORMATION ET DE LA COMMUNICATION ......................................................63 STOCK MARKETS INTEGRATION AMONG THE NEW MEMBER STATES AND THE EURO AREA ...................79 THE RISING IMPORTANCE OF CURRENCY RISK MANAGEMENT, THE RISK MOST OF THE CZECH ENTREPRENEURS ARE FACING IN THEIR INTERNATIONAL TRADING ..........................................................91 THE VENTURE CAPITAL/PRIVATE EQUITY INDUSTRY INTERNATIONALIZATION AND ITS POSITION IN THE CENTRAL AND EASTERN EUROPE ..........................................................................................................101 EXTERNAL BALANCE OF THE CZECH REPUBLIC ...................................................................................................111 A REVIEW OF THE MAIN CONCEPTS OF LUXURY CONSUMER BEHAVIOR AND CONTEMPORARY MEANING OF LUXURY .............................................................................................................................................123 L’ÉQUILIBRE INTERNE DES NOUVEAUX ETATS MEMBRES DE L’UE METTANT L’ACCENT SUR LA CRISE MONDIALE .....................................................................................................................................................135 THE IMPACT OF THE CRISIS ON BALTIC COUNTRIES ............................................................................................153 COMPETITIVENESS OF CZECH WINE PRODUCERS DURING FINANCIAL AND ECONOMIC CRISIS .............169 CZECH EXPORT IN A TIME OF CRISIS ........................................................................................................................179 ANALYSES DE PROCESSUS DÉCISIONNEL D´ACHAT DANS UNE ENTREPRISE MULTINATIONALE...........189 TRADE FINANCE DURING THE LAST CRISIS ............................................................................................................199 MONITORING FINANCIAL INDICATORS OF ENERGY UTILITIES: AN EXAMPLE OF CENTRAL EUROPEAN ENERGY DISTRIBUTION COMPANIES ............................................................................................207 THE IMPACTS OF NEW BANKING REGULATION ON CZECH BANKING SECTOR .............................................217 CENTRAL AMERICA AND THE CARIBBEAN - INFLUENCE OF THIRD COUNTRIES, EUROAREA IN THE CARIBBEAN, POSSIBILITIES FOR CZECH ENTREPRENEURS ...........................................................................229 INTERNATIONAL DISTRIBUTION AS COMMUNICATION TOOL WHAT BUILDS EXPERIENCE AND VALUE PERCEPTION IN LUXURY RETAIL SETTING? .......................................................................................243 IMPACT OF INTERNATIONAL FINANCIAL REPORTING STANDARDS ON DEVELOPMENT OF ACCOUNTING REGULATORY SYSTEM IN THE CZECH REPUBLIC.................................................................255 7 Résumé des communications LA PERFORMANCE DES FUSIONS-ACQUISITIONS : UNE REVUE DE LA LITTERATURE Ludivine CHALENÇON Mergers and acquisitions are appealing to researchers in finance who are trying to establish the performance of these high-risk operations. Although the results are rather mixed, this strategy of development is again growing strongly. The literature reports studies which mobilize different methodologies and different samples and encounter many difficulties in finding consensus. This article aims to present a literature review of the performance of mergers and acquisitions to enhance our understanding of the results of previous studies. To do so, we will use fourteen articles published in French and international journals. L’INNOVATION DANS LES FIRMES MULTINATIONALES : UNE REVUE DE LA LITTERATURE Lusine ARZUMANYAN The aim of this paper is to examine the findings of recent studies, through a literature review on innovation processes in multinational companies. The objective of this review is to provide a roadmap of the field by highlighting the various empirical and theoretical issues that have been studied in the literature. RELOCALISATION : D’UN SUJET DELICAT A UNE PROPOSITION DE CADRES THEORIQUES Jacques BELBENOIT-AVICH This work has to two aims. The first one is to present the relocations. After a definition of this notion, we have decided not to make a review of literature but to take as a whole its advances by showing its contributions, its limits and the difficulties the researchers have to face. The second aim is to put forward theories by suggesting the resource-based theory and the transaction costs theory. LEAN PRODUCTION: THE LINK BETWEEN SUPPLY CHAIN AND SUSTAINABLE DEVELOPMENT IN AN INTERNATIONAL ENVIRONMENT Denise RAVET While there could be separate streams of established research on lean production, global supply chain and sustainable development, the idea is to address the intersection of these strategic initiatives. Firms may find synergies and competitive advantage through these strategies. The aim of the mission is to explore the link between sustainable development, global supply chain and the lean paradigm in the international changing competitive environment. Lean has long been linked to improve operational performance and environmental performance. The concern is to analyze how companies could manage the lean and sustainable principles through the global supply chain in order to take advantage of synergy and to strengthen their operational expertise in an international environment. SPECIFICITE DES PME DE SERVICES SUPERIEURS FRANÇAISES A L’INTERNATIONAL : LE ROLE DES TECHNOLOGIES DE L’INFORMATION ET DE LA COMMUNICATION Paul Marc COLLIN, Eric THIVANT, Bruno MORISET, Olivier BRETTE This article deals with International SMEs and their strategic management linked with information and communication technologies. We would like to know how International SMEs manage their distance and proximity with clients, when they are themselves in peripherical area. We will take as an example the case of French International SMEs. We will compare the difference in terms of ICT management between local or regional SMEs and European or International SMEs. First of all, we will present the state of Art of International Management Studies, then we will focus on the relations between ICT and Entreprises. Secondly, we will focus on the DISCOTEC study, with the development of the methodology, the sample chosen and the analysis of the ground. Finally we will discuss the results and open new perspectives and we will compare our work with other countries such as the Czech Republic 8 STOCK MARKETS INTEGRATION AMONG THE NEW MEMBER STATES AND THE EURO AREA Mgr. Ing. Jiří CHALOUPKA The main objective of this paper is to quantify the degree to which stock markets of new member states are integrated with the markets of the euro area and to examine the evolution of the integration process during the period 2000–2011. For this purpose, the methods used by the Czech National Bank were utilized. The price-based measures, which analyze the synchronization of stock market trends, show that before the crisis the correlation coefficients gradually grew and the standard deviation was relatively low which indicates an ongoing process of convergence of the stock markets. After September 2008, however, the correlation coefficients increased even sharply but the cross-country standard deviation also grew which can be explained by an external shock that affected both NMS and euro area stock markets but each of the markets in a different way. The news-based measures, which examine the response of asset prices in individual countries to common factors, also indicate a convergence process before the crisis, but the results are not statistically significant. According to these measures, during the financial crisis and the following period the stock markets of new member states were more sensitive to news common to euro area market. Even though, these results are statistically significant, the model seems to be inappropriate to measure the state of integration. THE RISING IMPORTANCE OF CURRENCY RISK MANAGEMENT, THE RISK MOST OF THE CZECH ENTREPRENEURS ARE FACING IN THEIR INTERNATIONAL TRADING Ing. Klára KOUKALOVÁ The company´s management faces plenty of risks while doing business. The fading financial crises meant aggressive pressure to costs diminishing in all aspects of business activities. The new approach to systematic risk management brings more professional handling of all financial risks, especially the currency risk. This paper deals with the growing importance of currency risk management in business units of any size. After classification of financial risks and specification of the three currency risk´s categories I will discuss the importance of the monitoring and management of the exchange rates in the companies undertaking their business in the economy sizes Czech Republic. There are lots of tradable currencies used in the international trade, but for Czech entrepreneurs just some of them need to be managed. Due to the territorial structure of the Czech foreign trade I will discuss the major currencies used in the international conversions of Czech companies. Further I will present the volatility of exchange rates and their progress during current financial crises. In fine I will present the basic elements of currency risk management. THE VENTURE CAPITAL/PRIVATE EQUITY INDUSTRY INTERNATIONALIZATION AND ITS POSITION IN THE CENTRAL AND EASTERN EUROPE Ing. Martin JUREK The venture capital and private equity industry establishes a fairly new form of entrepreneurial activity financing for the Central and Eastern Europe region. An investor enters a firm in a stage where standardized bank financial instruments are overwhelmingly costly or due to information asymmetry unavailable. The partnership is based not only on a financial support but also on a managerial expertise and industry knowledge provision. The investor is generally a private owned venture capital/private equity fund. This article first introduces the risk capital as such. A phenomenon of the industry is its almost continuous growth which is supported in particular by its global expansion. From already well saturated Western markets investors are shifting towards markets of the Central and Eastern Europe. Investment firms´ internationalization is a part of the second part. The internationalization can be described from the theoretical point of view by the modified eclectic theory and the internationalization model based on a combination of internal and external driving forces. The development and position of risk capital in the Central and Eastern Europe is stated in the last part. The investment value in absolute numbers has risen in last years. This growth is however not evenly distributed and is driven by only a few countries. Investments as a percentage of the gross 9 domestic product ratio have been growing in the tracked period as well. In 2009 was this ratio even higher than in the European Union. Even though the global attractiveness index does not find the region very attractive a positive trend in risk capital growth can be predicted for the short run. EXTERNAL BALANCE OF THE CZECH REPUBLIC Ing. Kateřina GAJDUŠKOVÁ The paper analyzes the development of the current account deficit of the Czech Republic with the help of relation between national savings and domestic investment. This model declares that if there is high capital mobility in the economy, then the national savings and domestic investment may not be in equilibrium, because the difference is easily compensated by foreign capital. In the Czech Republic there is a relatively strong dependence between these two variables, which indicates limited capital mobility. But this dependence weakens gradually, the Czech Republic has been increasing capital mobility and also inclines more to external imbalances. A REVIEW OF THE MAIN CONCEPTS OF LUXURY CONSUMER BEHAVIOR AND CONTEMPORARY MEANING OF LUXURY Yana SHAMINA Academics and practitioners started to pay more attention to the specifics of luxury sector. During last decades it became clear that general economic principles and techniques are not efficient enough when building or sustaining luxury product. Pointing to the fact that there is a small number of the specialized literature and research works devoted to this area, the main goal of this paper is to make the deep research on the topic by incorporating existing scientific works. Nevertheless, the purpose of this research is to define specifics of the luxury field in relation to consumer behavior, pricing strategies and identify modern definition of luxury. L’EQUILIBRE INTERNE DES NOUVEAUX ETATS MEMBRES DE L’UE METTANT L’ACCENT SUR LA CRISE MONDIALE Ilya BOLOTOV The global financial and economic crisis (2007–2010) has significantly influenced the European Union leading to a downturn in its members countries. The aim of this paper is to evaluate the impact of the crisis on the internal balance of the new member states of the EU. The paper is divided into three main parts: the definition of the notion “internal balance” and description of the factors which strengthen or weaken the impact of the crisis on the national economy; the analysis of the development of the NMS in the long run; and the examination of the situation during the crisis, of the predictions for the future and of the role of the Euro. THE IMPACT OF THE CRISIS ON BALTIC COUNTRIES Ing. Radek ČAJKA Latvia and the other two Baltic countries (Estonia and Lithuania) that joined the European Union in 2004 were for quite a long period of time considered for model transition economies with excellent economic performance. But as the financial crisis and especially the panic that flooded the markets made its appearance in this small part of Europe, several bad or unhealthy economic facts about these countries were revealed. During a few weeks position of these countries switched from general chanting about their performance to very serious financial troubles that had to be solved with the help of international (financial) institutions, because otherwise some of them would have gone bankrupt. The aim of this article is to review the impacts of financial and economic crisis on these three Baltic countries, with a special paid to the situation in Latvia. 10 COMPETITIVENESS OF CZECH WINE PRODUCERS DURING FINANCIAL AND ECONOMIC CRISIS Ing. Martina FROŇKOVÁ Global financial and economic crisis has negatively affected most of EU states. Especially small and medium export oriented enterprises have felt negative impacts of the crisis significantly. This paper is focused on real examples and experiences with export clustering. The main aim is to identify whether it would be beneficial for Moravian wine producers to form wine cluster to support increase in export activity. CZECH EXPORT IN A TIME OF CRISIS Ing. Adam KRČÁL The global economic crisis represents a real danger for the Czech Republic because export activities are vitally essential for a small and open economy, which are the characteristics very typical for the Czech Republic. Small and open economies are generally very dependent on their external economic relations, which may be expressed by the ratio between the volume of the external trade and the country’s GDP. Liberal theories in economics state that the main duty of the government is to ensure that there are only a few obstacles (or even none) for exporters when entering foreign markets. The government should make the export of their companies as easy as possible. The export promotion policy should aim at levelling up the volume of exports, which then contributes to the overall performance of the economy and enhances also the labour market by creating new job opportunities. This also helps to improve the productivity of the labour force because bigger exports enhance the competitiveness growth and the performance of the country in innovations. In the time of ongoing economic crisis, this need is even stronger. This article focuses on the analysis of the system of Czech export promotion, which is a subject of the first part, but also on the development of the balance of trade during the economic crisis, which can be also very affected by the crisis. ANALYSES DE PROCESSUS DECISIONNEL D´ACHAT DANS UNE ENTREPRISE MULTINATIONALE Martin MACHEK Dans cet article, je vais me concentrer sur la problématique du positionnement prix. L´objectif de mon travail est d´analyser les différents aspects liés aux analyses du positionnement et d´amener la meilleure compréhension de ce processus. En s´appuyant sur les connaissances théoriques, je vais analyser le processus décisionnel d´achat du client et les moyens de mesure de la compétitivité prix pendant différents étapes de ce processus. Je vais présenter différents indices et les problèmes liés à leurs collecte et à leurs analyse. J´appliquerai le concept théorique à la pratique d´une entreprise multinationale. TRADE FINANCE DURING THE LAST CRISIS Ing. Michal NEJEDLÝ Since 2008 the world economy has been substantially determined by the financial and economic crisis. Trade finance, which is the fuel for more than 80 % of world trade, has been hit by distress on the financial market. Exporters and importers were affected by a constrained supply of trade finance products, their higher prices and by a lack of foreign orders. On the background of literature dealing with trade finance in previous crises, the paper summarizes the findings of surveys conducted worldwide during the last several years in the field of trade finance. 11 MONITORING FINANCIAL INDICATORS OF ENERGY UTILITIES: AN EXAMPLE OF CENTRAL EUROPEAN ENERGY DISTRIBUTION COMPANIES Ondřej MACHEK This paper deals with a financial analysis of Central European energy distribution companies, especially electricity transmission and distribution and natural gas transportation and distribution companies. We focus on Czech Republic, Slovakia, Hungary, Poland, Austria, Germany and Switzerland. In this paper, we refer to the distribution system operators as DSOs and to the transmission system operators as TSOs. Firms operating in energy distribution industries are often classified as natural monopolies and referred to as public utilities, since they provide a service that is affected with public interest. Since these companies have substantial monopoly powers and provide an essential service, they are regulated by independent regulatory bodies. Regulatory legislation and methods vary across the region. Central Europe is characterized by huge economic and social disparities and differences in regulatory experience. Financial analysis of industry sectors forms a gap between macroeconomic analysis and financial analysis of particular companies. In this paper, we determine common performance indicators (financial ratios of profitability, asset management, liquidity, solvency) of energy distribution sector in the Central European region and we analyze the development of return on equity (ROE) and its components in individual countries between 2005-2009. THE IMPACTS OF NEW BANKING REGULATION ON CZECH BANKING SECTOR Ing. Zdeněk PAVLÍK This article attempts to map out the areas where the impact of individual regulation proposals could be significant or substantial on the Czech banking sector. The proposed measures of the new banking regulation try to strengthen the resilience of the banking sector in order to achieve long-term sustainable economic growth. The measures are proposed as a response to the financial and economic crisis and it can be said under time pressure, because it is not expected that a new crisis is coming soon. They are also proposed by various institutions and thus it could be relatively easy to comply with each of the indicators separately. The regulation change would affect not only individual indicators and their calibration, but also issues which are difficult to be quantified (ie, risk management, accounting regime, corporate governance), (Niedermayer, 2010). The article will try to explain that some of the proposed measures would have no strong impact on the Czech banks. Also the direct impact of most regulation measures on the Czech banking sector should not be too significant. In the first part of the article there would be analyzed the main features of the Czech banking sector. These features have a significant impact on the situation in the Czech banking sector in relation to the new banking regulation. The second part will focused on the main measures of the new banking regulation and its impacts on the Czech banking sector. CENTRAL AMERICA AND THE CARIBBEAN - INFLUENCE OF THIRD COUNTRIES, EUROAREA IN THE CARIBBEAN, POSSIBILITIES FOR CZECH ENTREPRENEURS Pavel STIEGLER This paper is focused on the description of the Euro-Caribbean relationship. It briefly analyses the possibilities for Czech traders and offers an idea regarding the existence of European Territory in the Caribbean (DOM-TOM). This paper is focused on the Caribbean organization and other regional initiatives. It points out the influence of USA, Canada, China, Japan, Venezuela in Central America and the Caribbean. 12 INTERNATIONAL DISTRIBUTION AS COMMUNICATION TOOL WHAT BUILDS EXPERIENCE AND VALUE PERCEPTION IN LUXURY RETAIL SETTING? Ing. Marija TISOVSKI Certain luxury houses year after year still manage to surprise consumers, attain awareness and increase the desire. How do they manage to sell the dream constantly? How does the presence of desire alter the way people view a product? Does it happen by chance? Highly unlikely. The platform of which the work is build argues that distribution formats can be significant strategic communication and differentiation tool for luxury brand, that the intangible determinants within the space can potentially provide balancing link between company that is trying to manage its brand bonding (expression) and consumers search in for the meaning (impression). The challenge of understanding the retail in luxury context lies in the fact that not so much research has been conducted in luxury retailing. It doesn’t come as a surprise as luxury caries the flair of mystery and secret. This ensures that a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. IMPACT OF INTERNATIONAL FINANCIAL REPORTING STANDARDS ON DEVELOPMENT OF ACCOUNTING REGULATORY SYSTEM IN THE CZECH REPUBLIC Marcela ŽÁROVÁ Regulation of financial accounting and reporting could be developed in number of ways. The great diversity in the national regulatory systems is the consequence of different factors that could be generalized but on the other hand also by individual factors specific to the particular country. Every regulatory system contents rules which govern financial reporting. Preparers of financial statements are influenced by and cover wide spectrum which ranges from laws which are enforced by legislature body to recommendations of professional associations. A new phenomenon that appears in regulatory systems over last years is the role of IFRS in continental European systems, the case of the Czech Republic is used for demonstration of this issue. Analysis of successive steps from accounting reform in early nineties of last century to present status of financial reporting and accounting regulation in the Czech Republic, using an historical overview of the legal framework of accounting development, was used in the paper. The objective of this article is to analyse national system for the regulation of the financial reporting of companies in the Czech Republic. The emphasis is on the process for setting rules, especially standards. The process of standard setting, not developed under the due process, is criticised in this article. Impact of IFRS is evident, not always positive. 13 LA PERFORMANCE DES FUSIONS-ACQUISITIONS : UNE REVUE DE LA LITTERATURE Ludivine Chalençon Doctorante en Sciences de Gestion (titulaire d'un contrat doctoral) Centre de recherche Magellan IAE de Lyon, Université Jean Moulin Lyon 3 [email protected] Résumé : Les fusions-acquisitions suscitent l’intérêt des chercheurs en finance qui tentent de déterminer la performance de ces opérations à haut risque. Bien que les résultats constatés soient plutôt mitigés, cette stratégie de développement est de nouveau en forte croissance. La littérature fait ainsi état d’études mobilisant des méthodologies et des échantillons très différents et qui rencontrent de nombreuses difficultés à trouver des consensus. Cet article a pour objectif de présenter une revue de la littérature de la performance des fusionsacquisitions afin d’améliorer notre compréhension des résultats des précédentes études. Pour ce faire, nous mobilisons quatorze articles parus dans des revues françaises et internationales. Mots-clés : fusions-acquisitions, performance Abstract : Mergers and acquisitions are appealing to researchers in finance who are trying to establish the performance of these high-risk operations. Although the results are rather mixed, this strategy of development is again growing strongly. The literature reports studies which mobilize different methodologies and different samples and encounter many difficulties in finding consensus. This article aims to present a literature review of the performance of mergers and acquisitions to enhance our understanding of the results of previous studies. To do so, we will use fourteen articles published in French and international journals. Keywords : mergers and acquisitions, performance Introduction L’année 2010 a été caractérisée par une recrudescence des opérations de fusions-acquisitions qui se sont accrues en valeur de 37% par rapport à 2009 (UNCTAD, 2011). Une première vague de fusions-acquisitions après la crise de 2008 semble donc se dessiner. Ce constat est confirmé par une étude menée par le cabinet Grant Thornton en décembre 2010. Il ressort que 34% des 6 000 entreprises interrogées prévoient d’accomplir une acquisition dans les trois ans à venir, alors qu’ils étaient 26% l’année précédente (Grant Thornton, 2011). Or, les nombreuses recherches réalisées sur ces opérations font état de résultats plutôt mitigés avec des taux d’échec pouvant excéder 50% selon les études (Buckley et Ghauri, 2002 ; Schoenberg, 2006). Malgré des résultats plutôt décevants, ce type de rapprochement d’entreprises suscite toujours l’engouement des marchés. Les travaux qui font état de ce paradoxe s’appuient sur l’évaluation de la performance des fusions-acquisitions. Bien que ces recherches aient investigué différentes méthodologies de mesure de performance et aient tenté de déterminer ses principaux facteurs explicatifs, les résultats recueillis sont contrastés et des questions essentielles restent encore à résoudre (Agrawal et al., 1992 ; Devos et al., 2009 ; Healy et al., 1992). 14 Nous nous attacherons dans cet article au concept de performance des fusions-acquisitions au travers d’une revue de la littérature, afin de mieux comprendre les différents résultats obtenus par les études antérieures. Cet article vise ainsi à répertorier et confronter des travaux réalisés en finance sur la performance des fusions-acquisitions. Il a pour objectif de mettre en évidence les points de convergence de ces recherches et de tenter d’expliquer les divergences observées. Pour ce faire, nous avons sélectionné quatorze articles de revues françaises et internationales. Cette revue de la littérature est structurée de la manière qui suit. Nous revenons, dans un premier temps, sur le paradoxe des fusions-acquisitions, à savoir les fortes attentes en termes d’amélioration de la performance et les résultats décevants qui sont constatés puis, dans un second temps, nous nous concentrons sur les mesures et les déterminants de la performance. 1. Fusions-acquisitions : motivations et performance 1.1. Des résultats à la hauteur des objectifs et motivations ? Les fusions-acquisitions puisent leurs justifications dans de multiples motivations. Parmi celles qui sont le plus souvent avancées, nous pouvons citer l’accroissement du pouvoir de marché, les effets de synergies, l’accès à de nouveaux marchés et à de nouvelles technologies, etc. Thautwein (1990) a catégorisé les motivations liées aux fusions en sept groupes (cf. Tableau 1). Toutefois, ce tableau ne se limite pas simplement à l’énoncé de sept théories expliquant le choix du développement de ce mode de rapprochement d’entreprises. Il souligne également leur caractère « rationnel » et « bénéfique ». Tableau 1 : Théories des motivations des fusions Fusion : un choix rationnel Gains nets liés aux synergies Transferts de richesse aux consommateurs Transferts de richesse aux actionnaires de la cible Gains nets liés à l’accès à l’information Les fusions profitent aux managers Les fusions profitent aux actionnaires de l’acquéreur Fusions : résultat du processus Fusions : phénomène macroéconomique Source : Trautwein (1990), p. 284. Théorie de l’efficience Théorie du monopole Théorie des transferts Théorie de l’évaluation Théorie de la construction d’empire Théorie des processus Théorie du chaos Plus récemment, de nombreux travaux se concentrent particulièrement sur l’importance des synergies et des ambitions professionnelles des managers. Ainsi, Hoberg et Philips (2010) considèrent que la réalisation de synergies est la principale motivation de la mise en œuvre d’une fusionacquisition. Devos et al. (2009) ont construit leur recherche en s’appuyant principalement sur cette dimension et conjointement sur les avantages fiscaux et l’accroissement du pouvoir de marché qui leurs sont attachés pour identifier les causes de la création de valeur liée aux fusions-acquisitions. Ces travaux empiriques s’appuient sur la théorie de l’efficience des marchés (Fama, 1965 ; Fama et al., 1969). D’autres travaux tentent de démontrer que la réalisation d’une fusion-acquisition résulte de la volonté des dirigeants d’asseoir leur propre satisfaction. Les dirigeants auraient donc tendance à mettre en place des stratégies de construction d’empire (Baumol, 1959 ; Fuller et al., 2002 ; Laamanen et Keil, 2008 ; Marris, 1963) et d’enracinement (Gorton et al., 2009 ; Shleifer et Vishny, 1989). Ces études puisent leur fondement principalement dans la théorie de l’agence (Jensen et Meckling, 1976). Ainsi, une part importante des travaux considèrent, de manière globale, que l’objectif de la mise en œuvre des fusions-acquisitions est la performance : la performance anticipée de ces opérations étant dans de nombreux cas un facteur clé pour justifier la mise en œuvre d’une opération (Meier et Schier, 2009). Alors même que les études sont plutôt mitigées quant à l’impact des fusionsacquisitions sur la performance des entreprises, elles se sont pourtant fortement développées et reprennent actuellement un rythme de croissance soutenu ; la performance intervenant toujours comme 15 une justification de leur mise en œuvre. Ce paradoxe est très présent dans la littérature. Celle-ci tente donc de déterminer d’autres motivations et d’améliorer les méthodes de calcul de la performance, afin de mieux comprendre cette situation paradoxale. Cela explique pourquoi le concept de performance retient, depuis plusieurs décennies, l’attention des chercheurs et des praticiens. Bien que de nombreux travaux aient été entrepris, la définition de ce concept ainsi que son opérationnalisation soulèvent toujours de nombreux questionnements. Dans les analyses financières, le concept de performance renvoie tant à l’amélioration des résultats des entreprises telle qu’annoncée lors de la réalisation de l’opération qu’à celle qui est constatée au cours des années qui suivent. Deux principaux types d’évaluation sont dénombrés : les mesures renvoyant à l’utilisation de données comptables et celles utilisant des informations boursières (Rahman et Limmack, 2004 ; Sharma et Ho, 2002). De même, la performance des fusions-acquisitions est aussi bien évaluée à court terme qu’à long terme (Sudarsanam et Mahate, 2003). Il est à noter également que très peu de recherches en finance, contrairement à celles en stratégie, utilisent des mesures subjectives. Dans cette configuration, la performance – assimilée à la réussite ou à l’échec d’une fusion-acquisition – peut être évaluée, par exemple, au travers de la perception des acteurs quant à l’atteinte des objectifs fixés (Levant, 2000). Au sein de ces grandes catégories de mesures de la performance, plusieurs méthodes d’évaluation sont recensées : dès lors, au vu de cette multiplicité et « malgré les nombreuses recherches effectuées, il n’existe aucun consensus, selon les disciplines, concernant les critères de mesure de la performance d’une acquisition » (Zollo et Meier, 2008, p. 55). La réalisation d’une revue de la littérature de travaux réalisés en la matière est une approche pouvant aider à améliorer notre compréhension du concept de performance. Ainsi, par la mise en perspective des méthodes utilisées et des résultats dégagés, nous allons tenter d’apporter quelques éléments explicatifs quant aux divergences constatées et de souligner la présence de convergences. Mais, au préalable, il nous faut déterminer la méthodologie utilisée pour sélectionner les recherches empiriques sur lesquelles se fonde notre revue de la littérature. 1.2. Méthodologie Cette revue de la littérature s’appuie sur quatorze articles. La base de données EPSCO a été utilisée pour les sélectionner. Dans ce cadre, nous avons déterminé deux types de critères : la présence de mots clés dans le titre de l’article, « (merger) or (acquisition) » et « performance », ainsi que sa parution dans une revue financière française ou internationale, comme Financial Management, Journal of Finance, Journal of Financial Economics, Journal of Business Finance & Accounting, Comptabilité-Contrôle-Audit, Finance, Finance-Contrôle-Stratégie. Enfin, seules les études empiriques ont été conservées. Les quatorze articles de cette revue de la littérature ont été publiés entre 1973 et 2007, dont la moitié avant 2000 ; notons qu’une seule des études retenues est francophone. Pour chacun de ces articles, nous avons focalisé notre attention sur les éléments suivants : l’objet de recherche, la période d’observation, la période utilisée pour sélectionner les échantillons ainsi que leurs caractéristiques, les mesures de performance, les résultats obtenus et les facteurs explicatifs du niveau de performance évalué. Les théories fondatrices de ces études seront également analysées. L’analyse de la performance des fusions-acquisitions se réalise à court terme et/ou à long terme. Dans les recherches sélectionnées, aucune ne s’intéresse exclusivement aux modifications intervenues à l’annonce de l’opération (cf. Tableau 2). 16 Tableau 2 : Objet de recherche et période d’observation de la performance des fusions-acquisitions Auteur(s) Agrawal, Jaffe et Mandelker (1992) Alexandridis, Antoniou et Petmezas (2007) Brown, Finn et Hope (2000) Cornett et Tehranian (1992) Healy, Palepu et Ruback (1992) Hoshino (1982) Levant (2000) Melicher et Rush (1974) Olson et Pagano (2005) Rahman et Limmack (2004) Rau et Vermaelen (1998) Reid (1973) Sharma et Ho (2002) Sudarsanam et Mahate (2003) Performance post-fusion des acquéreurs Période d’observation 1 à 60 mois Divergence d’opinion sur la valeur de l’acquéreur avant l’acquisition et performance à long terme de l’opération 12 mois et 36 mois Impact des provisions sur la performance à long terme des fusions-acquisitions Performance des grandes fusions de banques -12 à 36 mois Objet de recherche Evolutions de performance post-fusion pour l’acquéreur et la cible Comparaison de la performance des fusions d’entreprises au Japon Impact des systèmes de contrôle sur la performance Performance des acquisitions conglomérales Effets de la croissance durable sur la performance à long terme Performance des acquisitions d’entreprises malaisiennes Performance à long terme des acquéreurs après une fusion ou une acquisition Performance des fusions dans l’industrie pétrolière aux Etats-Unis Synergies et performance opérationnelle des fusionsacquisitions Impacts des caractéristiques des acquéreurs sur la performance à court et long terme Impacts des caractéristiques des acquéreurs et de l’opération sur la performance à long terme -36 à -12 et 1 à 36 mois -60 à -12 mois et 12 à 60 mois -60 à -12 mois et 12 à 60 mois -1 et 60 mois 0 à 36 mois -48 à -12 et 1 à 60 mois 1 à 36 mois 0 à 60 mois -36 à -12 et 1 à 36 mois 0 à 36 mois -1 à 750 jours Elles se concentrent, en effet, sur la performance à plus long terme : à trois ou cinq ans principalement. Le mois ou l’année de l’opération n’est pas toujours inclus dans la période d’observation (Healy, Palepu et Ruback, 1992 ; Rahman et Limmack, 2004). Lorsque l’évaluation de la performance s’appuie sur des données comptables, cette éviction s’explique par le fait que le choix de la méthode de comptabilisation utilisée impacte les résultats. En présence de données boursières, la variation des cours à l’annonce du rapprochement peut-être définie comme l’estimation des résultats tels qui sont attendus par les acteurs. Or, ceux-ci n’ont pas à disposition toutes les informations nécessaires pour leur permettent d’évaluer l’opération sur le long terme. Ceci ne remet pas en question l’efficience du marché : il est efficient au regard des informations dont il dispose. Certains auteurs préfèrent donc exclure cette période de leur analyse pour ne pas biaiser leurs résultats. Dans les études retenues, certains auteurs s’attachent principalement à évaluer la performance des fusions-acquisitions (Agrawal et al., 1992 ; Cornett et Tehranian, 1992) alors que d’autres se concentrent sur l’influence que peut avoir un facteur sur la performance (Brown, Finn et Hope, 2000 ; Levant, 2000). Le tableau 3 reprend la période de sélection de l’échantillon ainsi que ses caractéristiques. La fourchette des années choisies s’étale de 1955 à 2002, partant ainsi des premières années de fort développement des fusions-acquisitions et allant jusqu’au début de la dernière décennie, en raison de la nécessaire prise de recul dans les recherches portant sur le long terme. La majorité de ces recherches empiriques s’intéresse plus particulièrement à une vague de fusions-acquisitions, celle des années 1980-1990, c’est pourquoi la durée de sélection est, dans la majorité des études, inférieure à 10 ans. Soulignons toutefois la recherche menée par Agrawal et al. (1992) qui se concentre sur les années 17 1955 à 1987, soit 33 ans. Le tableau 3 souligne aussi la diversité des caractéristiques des échantillons au-delà de la période de sélection. Une première différenciation peut s’opérer quant à la nature des opérations sélectionnées (fusions, acquisitions, fusions-acquisitions, opérations conglomérales ou non, etc.). Aussi, en raison des spécificités propres à chaque domaine d’activités, les échantillons sont constitués principalement soit d’entreprises industrielles, soit de banques ; elles sont majoritairement de taille importante avec un acquéreur (au moins) coté en bourse. Enfin, un grand spectre de taille d’échantillon est présent : de 15 à plus de 4 600 opérations. Ce rapide aperçu des recherches empiriques contenues dans notre revue de la littérature reflète la grande diversité des études réalisées au sein de ce domaine de recherche. Dès lors, l’analyse des différentes méthodologies utilisées pour l’évaluation de la performance et des résultats qui en ressortent doit être effectuée avec précaution, notamment au regard de notre objectif de mieux comprendre les conclusions des études précédentes. Tableau 3 : Etudes empiriques menées sur la performance des fusions-acquisitions Auteur(s) Agrawal, Jaffe et Mandelker (1992) Période 1955-1987 Alexandridis, Antoniou et Petmezas (2007) Brown, Finn et Hope (2000) Cornett et Tehranian (1992) 1986-2002 Healy, Palepu et Ruback (1992) Hoshino (1982) 1979 - mi-1984 Levant (2000) 1989 - midécembre 1995 1982-1987 1970 1967-1970 1991-1995 Melicher et Rush (1974) Olson et Pagano (2005) Rahman et Limmack (2004) Rau et Vermaelen (1998) 1960-1969 Reid (1973) 1961-1968 Sharma et Ho (2002) Sudarsanam et Mahate (2003) 1986-1991 1987-1997 1988-1992 1980-1991 1983-1995 Echantillon(s) 937 fusions et 227 acquisitions (quasi-exhaustif pour les opérations impliquant des acquéreurs du NYSE et des cibles du NYSE/AMEX) 4 641 acquisitions impliquant uniquement des firmes anglaises 150 firmes cotées anglaises ayant une importante activité d’acquisition 15 acquisitions étatiques dans le secteur bancaire et 15 non étatiques dont le prix d’achat est supérieur à 100 millions de dollars et dont la cible est cotée en bourse 50 fusions industrielles impliquant les cibles de plus grande taille et dont l’acquéreur est américain 15 fusions japonaises 90 fusions japonaises 55 questionnaires réalisés auprès de groupes français de taille moyenne, ayant procédé à des acquisitions amicales d'entreprises françaises 132 fusions-acquisitions (61 firmes conglomérales et 71 non conglomérales) 106 fusions de banques américaines cotées en bourse 113 prises de contrôle d’entreprises malaisiennes (non cotées) par un acquéreur coté sur la bourse malaisienne 3 169 fusions et 348 acquisitions (échantillon complet) 709 fusions et 278 acquisitions (uniquement les opérations impliquant des cibles cotées) 25 plus grands groupes américains réalisant de nombreuses fusions (8 dans le secteur pétrolier) 36 acquisitions impliquant des entreprises australiennes, compagnies publiques du secteur industriel 519 acquisitions anglaises réussies Avant de procéder plus particulièrement à l’analyse de la mesure et des déterminants de la performance des fusions-acquisitions, nous devons revenir aux théories mobilisées dans ce champ de recherche. Les trois théories qui constituent les fondements principaux des études empiriques de la performance des fusions-acquisitions doivent en effet être exposées : la théorie de l’efficience des marchés, la théorie de free cash-flows et la théorie du marché de contrôle des firmes. La théorie de l’efficience des marchés (Fama, 1965 ; Fama et al., 1969) se concentre sur le marché et les décisions 18 financières. Selon cette théorie, un marché financier est efficient si, et seulement si, « compte tenu des informations disponibles, les cours réels représentent, à tout moment, une très bonne estimation des valeurs intrinsèques [des actifs cotés sur ce marché] » (Fama, 1965 ; p. 90). Elle constitue le fondement de « la méthodologie de l’étude d’évènement [qui] définit ainsi la performance d’une entreprise en termes de variations de sa valeur boursière » (Hubler et Meschi, 2000 ; p. 87). Cette méthodologie est classiquement utilisée (plus de la moitié des études empiriques sélectionnées se fondent sur celle-ci) pour mesurer la performance des fusions-acquisitions : les cours des titres, notamment à l’annonce de ces opérations, devraient intégrer cette nouvelle information et par conséquent fournir une évaluation de celle-ci. C’est pourquoi le concept de synergie est associé à cette théorie : selon celui-ci, la création de valeur liée à une fusion-acquisition résulte principalement de la réunion des firmes (Meier et Schier, 2009). La théorie des free cash-flows étudie la politique de financement des entreprises et ses impacts sur les prises de contrôle (Jensen, 1986). Ainsi, le recours à l’endettement permettrait de réduire le pouvoir discrétionnaire des dirigeants, grâce à la discipline imposée par le service de la dette. Selon Jensen (1986) les acquisitions financées par liquidités (ou par dette) auraient une performance supérieure à celles qui le sont par actions. Parmi les recherches retenues, cinq se sont intéressées à ce mode de financement de l’opération en tant que facteur explicatif de la performance et tendent globalement à confirmer les anticipations de Jensen (1886). La théorie des free cash-flows est aussi mobilisée pour expliquer que l’acquéreur tend à surpayer la cible quant elle présente des free cash-flows abondants. Enfin, le dernier fondement théorique a trait pour partie au champ de la gouvernance. Le marché de contrôle des firmes (Manne, 1965 ; Jensen, 1988) est gage d’efficacité de gestion car les équipes dirigeantes se retrouvent en concurrence sur le marché et leurs entreprises sont susceptibles d’être la proie d’une prise de contrôle si les actionnaires ne sont pas satisfaits des décisions stratégiques actuelles. Ainsi, la réalisation de fusions-acquisitions permettrait d’améliorer la performance des entreprises dans la mesure où un remplacement de l’équipe dirigeante s’opère. Quelques unes des études empiriques retenues s’intéressent à ce facteur. Notons par ailleurs que Rahman et Limmack (2004) obtiennent des résultats contradictoires : aucune différence significative n’est observée entre la performance des opérations qui ont engendré un changement de l’équipe dirigeante (hausse non significative de 2%) et la performance de celles qui ont vu leur équipe dirigeante conservée dans l’année qui suit l’opération (hausse significative de 4%). Les auteurs expliquent cette divergence par les particularités de leur échantillon. Il s’agit effectivement d’entreprises malaisiennes non cotées qui ont convenu de leur rachat. Les fondements théoriques exposés constituent ceux qui sont principalement mobilisés par les études empiriques de la performance des fusions-acquisitions. Le cadre théorique ayant été présenté, les méthodologies de mesure, les résultats obtenus ainsi que les facteurs explicatifs de la performance des fusions-acquisitions peuvent désormais être analysés. 2. Mesures et déterminants de la performance des fusions-acquisitions Les études empiriques réalisées sur les fusions-acquisitions se structurent traditionnellement en deux volets : l’évaluation de la performance de ces opérations et l’identification de facteurs ayant trait aux caractéristiques des opérations, de la cible et/ou de l’acquéreur et influençant la performance constatée des fusions-acquisitions. 2.1. Performance des fusions-acquisitions ? Les mesures de la performance des fusions-acquisitions font appel à deux grandes approches : la performance boursière et la performance économique. La première s’appuie sur les réactions du marché boursier pour estimer s’il a été opportun de réaliser cette opération. La seconde a recours à des données issues de la comptabilité pour réaliser cette estimation. Ces deux méthodes sont utilisées dans les articles retenus pour notre revue de la littérature. Le tableau 4 reprend les indicateurs de mesure mobilisés par les auteurs ainsi que les résultats obtenus. 19 L’approche fondée sur la performance boursière des fusions-acquisitions utilise principalement la méthodologie de l’étude d’évènement. L’utilisation de cette méthodologie repose sur l’utilisation d’un modèle de marché créé par Fama et al. en 1969. Initialement reposant sur l’hypothèse d’efficience de marché, les études d’évènement s’appuient désormais sur l’hypothèse semi-forte d’efficience des marchés énoncée par Jensen (1978). Celle-ci présente des caractéristiques beaucoup moins contraignantes que l’hypothèse forte d’efficience des marchés, ce qui a permis de répondre aux nombreuses critiques formulées suite aux premières recherches utilisant les études d’évènement. Celles-ci « consistent à comparer la rentabilité observée d’une action avec la rentabilité théorique qu’elle aurait eue sur la même période, compte tenu de l’évolution du marché, si l’évènement (en l’occurrence l’opération de fusions-acquisitions), n’avait pas été annoncé » (Albouy, 2000 ; p. 72). Cette méthodologie a été fortement mobilisée par les premières études s’intéressant aux impacts sur la performance de l’annonce d’une fusion-acquisition. En revanche, son utilisation pour étudier l’impact de ces opérations sur la performance des firmes à long terme est plus contestée. La méthodologie des études d’évènement a donc tenté de s’adapter, en élaborant des outils plus sophistiqués, pour être applicable à la période ex post. Ainsi, Albouy (2000) distingue trois types de démarche : le modèle à trois facteurs de Fama et French (1993), l’utilisation de portefeuilles de références et la méthode des firmes de contrôle. Ces méthodologies préconisent un ajustement en termes de taille et de risque. Nous avons remarqué dans la partie précédente que les recherches retenues s’attachent principalement à évaluer la performance à long terme des opérations. Elles sont sept à utiliser cette méthodologie pour approcher les impacts possibles d’une fusion-acquisition sur la performance. Parmi celles-ci, deux recherches se fondent exclusivement sur cette méthodologie, mais seulement après avoir réalisé des modifications pour adapter le modèle aux biais engendrés par une approche à plus long terme. Agrawal et al. (1992) et Rau et Vermaelen (1998) procèdent ainsi à des ajustements par la taille et le risque des firmes (en effet, les entreprises à faible capitalisation boursière (ou celles ayant un rapport valeur de marché sur valeur comptable faible) enregistrent généralement des rentabilités plus élevées et un niveau de risque plus faible). Les autres études mobilisent conjointement des outils de l’approche économique qui se révèle être prépondérante. En effet, les études d’évènement servent majoritairement à évaluer les rentabilités anormales constatées à l’annonce de fusions-acquisitions pour déterminer, par la suite, s’il existe une corrélation entre performance à court terme et à long terme. Sur le plan théorique, cette démarche conduit à éprouver la forme semi-forte d’efficience des marchés. Cornett et Tehranian (1992) et Healy et al. (1992) identifient ainsi l’effet positif de l’annonce d’une fusion-acquisition sur la performance à court terme. Plus précisément, ils observent des gains positifs pour les actionnaires de la cible et non significatifs pour les actionnaires des acquéreurs ; ces conclusions sont similaires à celles de nombreuses recherches (Navatte et Schier, 2008). Pour la performance à long terme, les recherches utilisant les études d’évènement convergent vers une dégradation des résultats suite à une fusion-acquisition (Agrawal et al., 1992 ; Brown et al., 2000 ; Rau et Vermaelen, 1998 (pour les fusions)). L’approche fondée sur la performance économique des fusions-acquisitions mobilise la constitution de deux échantillons : celui comprenant les opérations étudiées et un échantillon de contrôle. Ce dernier est constitué de firmes comparables qui vont permettre de déterminer si les fusions-acquisitions conduisent à des performances supérieures ou inférieures à celles qui auraient été constatées sans la réalisation des rapprochements d’entreprises. Ainsi, les chercheurs comparent des indicateurs (dont le nombre peut varier fortement) calculés ex ante et ex post, pour les deux échantillons, afin d’évaluer l’influence des fusions-acquisitions sur la performance à long terme des entreprises. Parmi les études empiriques sélectionnées qui utilisent cette méthodologie, nous pouvons constater l’emploi important des « cash-flows » comme indicateur de mesure (cinq auteurs l’ont mobilisé). Une grande variété d’indicateurs est également dénombrée : ils sont liés à la taille, à la rentabilité ou encore à la structure financière des entités. Les recherches mobilisent soit quelques indicateurs (Hoshino, 1982), soit un nombre plus important, ce qui conduit les auteurs à les regrouper en grandes catégories (Melicher et Rush, 1974 ; Reid, 1973). 20 Cinq recherches ont recours à cette méthodologie : deux évaluent une hausse de la performance à long terme (Hoshino, 1982 ; Olson et Pagano, 2005) et trois une baisse (Reid, 1973 ; Sharma et Ho, 2002 ; Sudarsanam et Mahate, 2003). Les études constatant une hausse de la performance à long terme font appel à des indicateurs différents, la première étant axée sur la rentabilité, le risque et les liquidités, et la seconde se concentrant sur un modèle d’évaluation de croissance durable. Nous rappelons également que ces constats résultent d’études menées sur des échantillons n’ayant pas de caractéristiques proches. Quant aux conclusions négatives de ces rapprochements d’entreprises, elles se fondent toutes sur des indicateurs de rentabilité. Les spécificités pouvant être notées relèvent du nombre d’indicateurs et d’échantillons de contrôle ou encore de la combinaison de ces indicateurs au calcul des cash-flows. En outre, Sudarsanam et Mahate (2003) utilisent quatre échantillons de contrôle en réponse au débat sur les caractéristiques du benchmark utilisé et ses conséquences sur les résultats obtenus (Graham et al., 2002) ; ils visent ainsi à améliorer la robustesse de leur étude et à faciliter sa comparaison avec d’autres. Aussi, nous pouvons souligner, de manière tout aussi marquée que pour l’approche boursière, la volonté de modifier, d’améliorer la méthodologie d’évaluation de la performance suite aux divergences émergentes des recherches empiriques. Parmi les cinq auteurs ayant estimé la performance sur un horizon à long terme au moyen des cash-flows, trois identifient une surperformance (Cornett et Tehranian, 1992 ; Healy et al., 1992 ; Rahman et Limmack, 2004) et deux une sous-performance (Brown, 2000 ; Sharma et Ho, 2002). Les premiers auteurs, concluant à une hausse des gains à long terme, utilisent la même méthodologie (définit par Healy et al., 1992). Il nous faut remarquer également que les échantillons utilisés ne comportent pas nécessairement, là-encore, des caractéristiques proches. En effet, l’étude menée par Rahman et Limmack (2004) s’applique à des opérations impliquant des firmes malaisiennes. Dans cette zone géographique, les fusions-acquisitions ne se développent que depuis récemment et les cibles impliquées dans ces processus ne sont pas cotées alors que les deux autres recherches se concentrent sur des firmes cotées à la bourse de New-York (l’une dans le secteur industriel, l’autre dans le secteur bancaire). Ces caractéristiques ne semblent donc pas impacter les résultats dégagés par l’utilisation de cette méthodologie. Les auteurs soulignant une sous-performance s’appuient sur des calculs de cashflows différents de leurs collègues ; Sharma et Ho (2002) procèdent notamment à des ajustements grâce à des indicateurs financiers plus nombreux. Cela tend à expliquer les résultats contradictoires obtenus. La méthodologie s’appuyant sur les cash-flows a, par ailleurs, été incluse traditionnellement au sein de l’approche économique. Bien qu’elle s’en approche fortement, il faut souligner que ces auteurs la présentent davantage comme une voie alternative, puisque chacune des deux approches impactent la mesure des cash-flows, permettant d’évincer des biais inhérents à chacune d’entre elles. Enfin, une étude utilise une mesure subjective de la performance des fusions-acquisitions de manière ex post : la perception des acteurs de l’atteinte des objectifs financiers et stratégiques ; il s’agit aussi de l’unique recherche sélectionnée dont l’échantillon est constitué d’entreprises françaises. Cette méthodologie n’est que très peu mobilisée dans le champ de l’évaluation de la performance des fusions-acquisitions en finance. Les résultats dégagés reflètent l’absence de consensus sur son estimation à long terme : plus ou moins la moitié des opérations se révèle réussie, plus ou moins le tiers constitue des échecs et plus ou moins le tiers enregistre des performances mitigées. 21 Tableau 4 : Mesures et performance des fusions-acquisitions Auteur(s) Mesures de la performance Agrawal, Jaffe et Mandelker (1992) Alexandridis, Antoniou et Petmezas (2007) Brown, Finn et Hope (2000) Cornett et Tehranian (1992) Rentabilités anormales (deux méthodologies de calcul ) Rentabilités anormales Dispersion des prévisions des analystes Cash-flows Rentabilités anormales Cash-flows opérationnels Rentabilités anormales Healy, Palepu et Ruback (1992) Cash-flows opérationnels Rentabilités anormales Hoshino (1982) 5 indicateurs financiers (valeur nette/total des actifs et passifs ; coefficient de liquidités ; ratio d’endettement ; taux de rotation et résultat net/total des actifs et passifs) Levant (2000) Perception de l’atteinte des objectifs financiers et/ou stratégiques 4 groupes de mesures liés : à la taille, au résultat, aux facteurs influençant le résultat et à la performance à 5 ans Modèle de croissance durable (rendement des actifs, distribution de dividendes et fonds propres) Rentabilités anormales Cash-flows opérationnels Melicher et Rush (1974) Olson et Pagano (2005) Rahman et Limmack (2004) Rau et Vermaelen (1998) Reid (1973) Sharma et Ho (2002) Sudarsanam et Mahate (2003) Rentabilités anormales (après ajustements liés à la taille et au book-to-market) 3 variables liées à la taille et 12 liées à la rentabilité des actionnaires Cash-flow opérationnels, , marge bénéficiaire, earnings per share ROA, ROE Price-to-book et market-to-book value (utilisation de 4 modèles de benchmark) Résultats Actionnaires de l’acquéreur : pertes d’environ 10%, 5 ans après la fusion Rendements négatifs à un an (trois ans) d’environ 0,38% (-0,58%) par mois Prévisions des analystes : résultats similaires Baisse des cash-flows et des rentabilités anormales sur la période post-acquisition Performance des banques fusionnées supérieure à celle de l’industrie bancaire Relation fortement positive entre la hausse des cash-flows opérationnels après la fusion et les rentabilités anormales constatées à l’annonce de l’opération Amélioration de la performance post-fusion : cashflows supérieurs à ceux constatés dans les secteurs d’activités des entreprises. Relation fortement positive entre la hausse des cash-flows opérationnels après la fusion et les rentabilités anormales constatées à l’annonce Echantillon de 15 fusions : Hausse des liquidités, mais baisse de la rentabilité et hausse du risque après une fusion Echantillon de 90 fusions : Résultats, en moyenne, supérieurs pour les firmes fusionnées par rapport à des firmes d’une même industrie Succès de l’opération : entre 40 et 57% Mitigé : entre 19 et 43% Echec : entre 20 et 38% Absence d’étude de la performance pour l’échantillon global Performance supérieure des banques ayant fusionnées par rapport à l’échantillon de contrôle Performance opérationnelle, à 5 ans, supérieure pour les acquisitions par rapport à l’échantillon de contrôle Performance plus faible (plus forte), à 3 ans, pour les firmes fusionnées (les acquéreurs) par rapport à l’échantillon de contrôle Performance supérieure pour les firmes ne réalisant pas de fusions Performance supérieure mais non significative pour les firmes pétrolières réalisant des fusions par rapport aux plus grandes firmes du secteur Pas d’amélioration de la performance opérationnelle après une fusion-acquisition Rendements négatifs mais non significatifs à l’annonce Rendements négatifs et significatifs à 750 jours Bien que la problématique d’évaluation de la performance des fusions-acquisitions ait fait l’objet de nombreux travaux empiriques, des questions fondamentales persistent ; c’est pourquoi elle demeure toujours une piste de recherches futures (Agrawal et al., 1992 ; Healy et al., 1992 ; Devos et 22 al., 2009). La complexité des fusions-acquisitions et leur caractère multidimensionnel a ainsi conduit les auteurs à développer de nombreuses méthodologies afin de tenter d’éclaircir cette absence de consensus à long terme. Certains auteurs évoquent effectivement la possibilité que les résultats obtenus soient le fruit de biais méthodologiques et d’échantillons de contrôle non adaptés (Graham et al., 2002 ; Healy et al., 1992 ; Rahman et Limmack, 2004). Dès lors, la littérature préconise de multiplier les méthodologies et les périodes d’observation (Schoenberg, 2006 ; Zollo et Meier, 2008) dans le but de réduire leurs biais et d’accroire la robustesse des résultats obtenus. 2.2. Déterminants de la performance des fusions-acquisitions La littérature s’est intéressée aux différents critères permettant d’expliquer la performance des fusions-acquisitions afin de mieux comprendre ses mécanismes et de dégager des pistes permettant d’améliorer les résultats enregistrés par ces opérations. Le tableau 5 reprend les principaux facteurs identifiés dans les recherches retenues. L’examen de ce tableau nous amène à souligner quatre déterminants qui sont le plus souvent analysés : le degré de proximité des activités, la valorisation de l’acquéreur, le mode de financement et la taille relative de la cible par rapport à l’acquéreur. Les recherches portant exclusivement sur le degré de proximité des activités se sont concentrées sur la comparaison des performances enregistrées par les opérations de recentrage et par celles de diversification. La stratégie de diversification a été remise en cause dans les années 1980 en raison de résultats décevants et a alors été suivie par une vague de recentrage. Dans les études que nous avons sélectionnées, quatre auteurs se penchent sur cette dimension : deux relèvent un impact positif de la proximité (Healy et al., 1992 ; Hoshino, 1982) et deux ne constatent aucune influence (Melicher et Rush, 1974 ; Sharma et Ho, 2002). Un consensus semble néanmoins s’être dessiné et vise à reconnaître le degré de proximité comme un facteur pouvant engendrer un accroissement de la performance. La question de la nature de l’acquéreur, « glamour firms » ou « value firms », a été traitée à de multiples reprises dans la littérature. Au sein des études que nous avons retenues, seules deux s’intéressent à cette dimension (Rau et Vermaelen (1998) ; Sudarsanam et Mahate ; 2003). Les « glamours firms » (aussi dénommées « valeur de croissance ») regroupent des entreprises ayant un ratio valeur de marché/valeur comptable (i.e. un price-to-book ratio (PBR)) élevé. Leur valeur financière est ainsi fortement élevée par rapport à leurs actifs. Au travers de l’importance de ce ratio, le marché signifie qu’il anticipe un potentiel de croissance. Ces entreprises enregistrent une croissance et des rentabilités importantes (exemple : Iliad – groupe détenant notamment Free – dont le ratio dépasse 13). A l’inverse, les « value firms » (aussi dénommées « valeur de rendement »), qui ont un ratio faible, sont représentatives d’entreprises dont les activités sont arrivées à maturité et qui dégagent une rentabilité importante (exemple : Renault dont le ratio atteint à peine à 1,5). Cette distinction s’est avérée porteuse pour l’étude de la performance à long terme des fusions-acquisitions. Les recherches empiriques font en effet état de performance nettement supérieure pour les « glamour firms » : Rau et Vermaelen (1998) constatent un taux de rentabilité de 4% pour les « glamour firms » alors qu’il s’élève à 8% pour les « value firms » pour ce qui concerne les acquisitions, cette différence est d’autant plus édifiante pour les fusions avec des taux de rentabilité de -17% et de 16% respectivement. Cette dimension a donc un impact fort sur la performance des fusions-acquisitions. Elle est souvent étudiée de manière conjointe au facteur explicatif qui suit. Le mode de financement des fusions-acquisitions comporte trois grandes alternatives : actions, liquidités ou financement mixte. L’acquéreur, disposant d’informations plus fines sur son entreprise et l’opération de rapprochement, aura tendance à opter pour le financement par actions lorsqu’il estime que le marché surévalue ses titres. Inversement, il aura tendance à financer la fusion-acquisition par liquidités. Ainsi, dans la littérature, plusieurs études tendent à montrer que le financement par actions engendre des rentabilités anormales négatives à long terme, alors que les fusions-acquisitions financées par liquidités enregistrent des rentabilités anormales positives (Agrawal al., 1992 ; Rau et Vermaelen, 1998 ; Sudarsanam et Mahate, 2003). Bien que Healy et al. (1992) et Sharma et Ho (2002) ne constatent pas d’influence significative, un financement via liquidités est préconisé fréquemment, celui-ci étant un signal positif pour le marché. Cette tendance s’ancre dans la théorie de l’agence : en ayant recours à de l’endettement, la contrainte du remboursement pèse sur le dirigeant qui voit ses 23 intérêts se rapprocher de ceux des actionnaires, d’où une réduction des coûts d’agence. La problématique de l’impact du mode de financement sur la performance à long terme d’une fusionacquisition est analysée par plusieurs auteurs avec celle liée aux effets de la nature de l’acquéreur (« glamour firms » versus « value firms »). Ainsi, les opérations financées par actions enregistreraient des performances d’autant plus faibles qu’elles sont réalisées par des « value firms » (Rau et Vermaelen, 1998). La taille relative de la cible par rapport à l’acquéreur a été également étudiée pour son impact sur la performance par de nombreux auteurs. Dans les articles que nous avons sélectionnés, Agrawal et al. (1992) et Sharma et Ho (2002) soulignent l’absence d’influence de la taille de la cible sur la performance à long terme. Une fusion-acquisition impliquant une cible de taille importante par rapport à l’acquéreur est susceptible de générer des synergies de plus grande envergure. Toutefois, dans cette configuration, il est d’autant plus probable que les problématiques de gestion post-acquisition soient conséquentes. Au final, ces deux effets se compenseraient. Ces quatre déterminants dégagent des pistes probantes de facteurs ayant ou non des influences sur la performance à long terme des fusions-acquisitions. Les recherches retenues investiguent également d’autres sources potentielles de performance qui n’ont pas été reprises par d’autres au sein de notre sélection (remplacement de l’équipe dirigeante, planification de l’opération, prévisions des analystes, etc.). Ces diverses investigations permettent d’éclaircir les facteurs pouvant impacter la réussite d’une fusion-acquisition. En outre, un pan important de la littérature se concentre plus spécifiquement sur les conditions de réalisation d’une forme particulière de fusion-acquisition, à savoir les OPA (Offres Publiques d’Achat). Ces travaux tentent notamment d’évaluer les impacts des mécanismes anti-OPA sur la performance de ces opérations (Cremers, Nair et Wei, 2007 ; Masulis, Wang et Xie, 2007). En management stratégique, de nombreux auteurs se sont attachés à déterminer l’impact de la culture sur la performance des fusions-acquisitions, mais ils s’avèrent que les résultats obtenus ne permettent pas d’aboutir à un consensus (Teerikangas et Very, 2006). Conclusion Les fusions-acquisitions sont un champ d’investigations important de la recherche en finance. La performance effective de ces opérations soulève toujours autant de questionnements. Actuellement, avec le regain de croissance de ces opérations, l’évaluation de leurs impacts demeure d’autant plus essentielle. De nombreuses recherches ont tenté de déterminer si les fusions-acquisitions sont profitables. A court terme, un consensus tend à reconnaître leur effet positif pour les actionnaires de la cible, alors qu’ils seraient non significatifs voire négatifs pour les actionnaires de l’acquéreur. A long terme, les différentes méthodologies utilisées ne permettent pas de trancher quant à la performance des fusions-acquisitions. Dès lors, les auteurs préconisent de mobiliser plusieurs approches afin de faciliter les comparaisons avec les autres recherches réalisées et d’éliminer les biais ayant trait à une méthodologie. Concernant la taille de l’échantillon, le recueil d’un nombre important d’opérations semble être à privilégier dans une optique de généralisation. A l’inverse, les échantillons de petite taille seraient pertinents pour approcher de plus près les mécanismes en œuvre. Aussi, la réalisation d’études cliniques est une voie à envisager pour affiner la compréhension du processus de fusionsacquisitions et déterminer les facteurs clés affectant la performance à long terme. Au-delà de la mesure de la performance et de ses déterminants, les motivations expliquant le développement des fusions-acquisitions sont aussi essentielles ; celles-ci peuvent effectivement influencer leur réussite à long terme. Une des principales motivations relevée dans la littérature est l’intérêt personnel des dirigeants. Ainsi, l’étude de ces moteurs est également susceptible d’apporter quelques éclaircissements sur le paradoxe du fleurissement des fusions-acquisitions en dépit de leurs résultats mitigés. 24 Tableau 5 : Etudes empiriques menées sur la performance des fusions-acquisitions Auteur(s) Agrawal, Jaffe et Mandelker (1992) Alexandridis, Antoniou et Petmezas (2007) Brown, Finn et Hope (2000) Cornett et Tehranian (1992) Healy, Palepu et Ruback (1992) Hoshino (1982) Levant (2000) Melicher et Rush (1974) Olson et Pagano (2005) Rahman et Limmack (2004) Rau et Vermaelen (1998) Reid (1973) Sharma et Ho (2002) Sudarsanam et Mahate (2003) Facteurs explicatifs Taille de la firme par rapport à l’acquéreur, niveau de risque : pas d’impact Hypothèse de la lenteur d’ajustement du marché post-fusion non vérifiée Financement par actions : impact négatif par rapport à un financement par liquidités (pour les acquisitions résultat peu significatif car peu d’observations)) Forte divergence des prévisions des analystes avant l’acquisition : surévaluation à court-terme et donc rendements négatifs à long-terme au travers d’une correction qui s’effectue graduellement Provisions élevées : baisse des flux de trésorerie, d’où la baisse du cours des actions Hausse de la capacité à attirer les liquidités et les demandes de prêts, de la productivité des employés et de la rentabilité des actifs Pas d’impact du mode de financement Impact positif du degré de proximité des activités fusionnées Hausse de la productivité des actifs Pas de réduction du capital et des investissements en R&D à long-terme, qui sont proches de ceux réalisés dans leur secteur Importance de la croissance économique et du progrès technique « Comportement d'acquisition » : effet positif de l’implication de l’acquéreur, du système de contrôle stratégique, d’un redéploiement rapide et planifié, de la stratégie d’acquisition (secteurs d’activités proches) Pas de différence entre fusions conglomérales et non conglomérales Mais effet de levier financier plus important pour les conglomérats que les non-conglomérats, d’où la réduction rapide des ratios d’endettement, favorisée aussi par le financement par des valeurs mobilières Estimation du taux de croissance durable avant et après l’opération Modification possible de la politique de versement de dividendes : impact positif Amélioration de la performance grâce à la hausse de la rotation des actifs et de la marge opérationnelle Hausse des investissements : non mise en danger de la pérennité de l’entreprise Conservation de l’équipe dirigeante : impact positif Performance passée des acquéreurs : impact positif Fusions versus acquisitions : performance supérieure des acquisitions Financement par actions : impact négatif Performance supérieure des « value firms » par rapport aux « glamour firms» Caractéristiques non investiguées dans cette recherche Pas d’impact du type d’acquisition (conglomérats versus non conglomérats), de mode de financement, de la taille de la cible par rapport à l’acquéreur, de la prime d’acquisition et du degré de proximité sur la performance postacquisition Financement par actions : impact négatif Performance supérieure des « value firms » par rapport aux « glamour firms» 25 Bibliographie AGRAWAL A., JAFFE J. 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(1990), « Merger Motives and Merger Prescriptions », Strategic Management Journal, vol. 11, n° 4, p. 283-295. ZOLLO M., MEIER D. (2008), « What is M&A performance? », Academy of Management Perspective, vol. 22, n°3, p. 55-77. 27 L’INNOVATION DANS LES FIRMES MULTINATIONALES : UNE REVUE DE LA LITTÉRATURE Lusine ARZUMANYAN Doctorante Contractuelle IAE Lyon, Université Jean Moulin Lyon 3 Centre de recherche Magellan 6 cours Albert Thomas, 69008 Lyon [email protected] ABSTRACT The aim of this paper is to examine the findings of recent studies, through a literature review on innovation processes in multinational companies. The objective of this review is to provide a roadmap of the field by highlighting the various empirical and theoretical issues that have been studied in the literature. Keywords : Innovation process, multinational company, headquarter, subsidiary, coordination RESUME Cette communication a pour objectif d’examiner les études récentes à travers une revue de la littérature sur les processus d’innovation dans les firmes multinationales. Le but de cette revue est de fournir une feuille de route de ce domaine en mettant en avant divers aspects empiriques et théoriques qui ont été étudiés dans la littérature. Mots clés : Processus d’innovation, firme multinationale, siège, filiale, coordination Nous avons pu observer, au cours de ces dernières années, un développement continu de la littérature traitant de l’internationalisation de la production, du développement et du transfert de technologie par les firmes multinationales (Cantwell, 2010). Ce processus d’internationalisation amène à l’accroissement des interrogations sur la coordination des activités de production et de recherche et développement (R&D) au sein des firmes multinationales (Colovic et Mayrhofer, 2008). Selon Castellani et Zanfei (2006), plus de 95 % des 700 entreprises qui investissent en recherche et développement (R&D) dans le monde sont des firmes multinationales. Le rapport sur les investissements en R&D industriels de 2010, publié par la Commission européenne sur 1.400 firmes multinationales (dont 400 sont originaires de l'Union européenne), classées en fonction de leurs investissements en R&D (cf. tableau 1), confirme que l’investissement en R&D reste aujourd’hui une priorité stratégique pour les firmes multinationales, malgré le contexte économique difficile. 28 Tableau 1: Les dix premières FMN en matière d’investissement en R&D dans le monde en 2009 Rang Firme multinationale 1 Toyota 2 Roche 3 4 Microsoft Volkswagen 5 Pfizer 6 Novartis 7 Nokia Johnson & Johnson SanofiAventis Samsung Electronics 8 9 10 Secteur d’activité Automobile Pharmaceuti que Logiciels Automobile Pharmaceuti que Pharmaceuti que Télécom Pharmaceuti que Pharmaceuti que Electronique Pays d’origine Investissement en R&D Japon en Million d'€ 6 768,46 Suisse Variation Investissement en R&D Variation Investissement en R&D 09/08 en % 08/07 en % R&D/chiffre d’affaires en % 2009 2008 -5,7 7,6 4,4 3,6 6 401,86 9,1 5 19,4 19,1 Etats-Unis Allemagne 6 073,20 -3,3 10,4 13,9 15,4 5 790,00 -2,3 20,4 5,7 5,3 Etats-Unis 5 404,13 -2,4 -1,8 15,5 16,5 Suisse 5 156,02 2,5 12,6 16,7 17,4 Finlande 4 997,00 -6,1 0,8 12,2 10,5 Etats-Unis 4 868,87 -7,8 -1,3 11,3 11,9 France 4 569,00 0,2 0,9 15,3 16,5 Corée du Sud 4 282,00 1,9 10,8 5,4 5,8 Source : Commission européenne (2010). En 2009 et pour la deuxième année consécutive, le fabricant automobile japonais Toyota est le premier investisseur mondial en R&D, avec 6,8 milliards d'euros. Trois entreprises de l'Union européenne figurent dans le classement : Volkswagen, le premier investisseur européen avec 5,8 milliards d'euros, Nokia et Sanofi-Aventis. Au regard des considérations précédemment évoquées, il paraît essentiel pour une firme multinationale de pouvoir innover et coordonner une innovation dans ses filiales. Cela lui permettant d’assurer sa compétitivité et de bénéficier de réels avantages concurrentiels. Dans ce travail nous essayons d’appréhender l’innovation dans les firmes multinationales sous l’angle des relations siège-filiales. Dans une première partie, nous définirons le concept d’innovation et de sa mondialisation par des firmes multinationales. Dans un deuxième temps, nous parlerons de différents modes de coordination du processus d’innovation au sein des FMNs en essayant de comprendre quels sont les défis auxquels font face actuellement beaucoup de grandes firmes multinationales. Le concept d’innovation Compte tenu de la complexité de l’activité d’innovation, il paraît difficile de dégager une définition universelle. Selon Schumpeter (1935), la réalisation d’une invention et la mise en pratique de l’innovation correspondante sont économiquement et sociologiquement deux choses entièrement différentes. A ce titre, Alter (2002) définit l’invention comme la création d’une nouveauté technique ou organisationnelle, concernant des biens, des services ou des dispositifs, tandis que l’innovation représente l’ensemble du processus social et économique amenant l’invention à être finalement utilisée ou pas. Le terme « innovation » s’applique à la fois au résultat d’un processus créatif (ce qui est nouveau), et à ce processus même (Mayrhofer et Urban, 2011). Selon Cantwell (2010), l’innovation peut être définie comme l’introduction de nouveaux produits et procédés (process). A ce propos, il nous paraît important de rappeler la distinction entre les notions d’innovation produit et d’innovation process (procédés). Le tableau ci-dessous présente les principales caractéristiques de chacune d’elle relevés dans la littérature. 29 Tableau 2: Les principales caractéristiques de l’innovation de produit et de l’innovation de process Auteurs Innovation de produit Innovation de process (procédés) Johnson, Whittington, Scholes, Fréry, 2011 concerne le produit ou service qui est commercialisé, notamment en termes de fonctionnalités Loilier & Tellier ,1999 une offre d’un produit ou service qui présente au moins une nouveauté par rapport aux offres existantes et perçue comme telle par le marché visé Schumpeter, 1935 ; Clark & Fujimoto, 1991 caractérise la manière dont cette offre est élaborée et distribuée, notamment en termes de coûts et de qualité concerne les transformations des processus industriels mis en œuvre pour concevoir, réaliser et distribuer les produits et services L’internationalisation de l’innovation par les firmes multinationales Au cours de ces dernières décennies de nombreuses FMN ont été amenées à réviser la localisation de leurs activités de production et de R&D afin d’optimiser leur chaîne de valeur globale (Colovic et Mayrhofer, 2008). Si auparavant ces fonctions étaient centralisées dans les « home-countries » des firmes multinationales, aujourd’hui nous pouvons observer une tendance réelle à la dispersion géographique de ces activités, qui peut prendre différentes formes : accords de coopération avec des partenaires étrangers, acquisitions de sociétés étrangères, délocalisation des activités de R&D, etc. Michie (1995) identifie trois catégories principales de l’internationalisation d’innovation (cf. tableau 3). Tableau 3: Taxinomie de l’internationalisation d’innovation Catégories Exploitation à l’échelle mondiale des innovations conçues localement Génération globale des innovations Coopérations globales techniques et scientifiques Acteurs Personnes physiques et morales à but lucratif (nationales et multinationales) FMNs Universités et centres de recherche publique Entreprises nationales et multinationales Formes Exportation des produits innovants. Concession des licences d’exploitation et des brevets. Fabrication à l’étranger des produits innovants conçus et développés en central R&D et activités d’innovation dans les pays d’origine et d’accueil. Acquisition des laboratoires existants ou création ex-nihilo des unités R&D dans les pays d’accueil. Projets scientifiques communs. Echanges scientifiques, années sabbatiques. Mouvements des étudiants à l’international. Coopération pour des projets innovants spécifiques. Accord de production avec échange de l’information technique et/ou équipement. Source: élaboré sur la base d’Archibugi et Michie, 1995. 30 Ainsi, même si divers acteurs économiques peuvent entreprendre l’innovation et s’engager dans son internationalisation, ce sont uniquement les FMN qui peuvent réaliser et contrôler en interne la conception globale des innovations. L’innovation au sein des firmes multinationales Pour atteindre cet objectif, nous avons fait une recherche des articles comprenant les phases suivantes (cf. figure 1): Figure 1. Les phases de recherche des articles pour la revue de littérature Recherche des articles dans l’EBSCO en utilisant les mots clés Tri des articles selon les titres et les résumés Classification et sélection des articles bien classés selon l’AERES Lecture des articles et identification des principaux thèmes de recherche dans l’innovation Préparation des fiches d’analyse pour chaque article choisi Premièrement, nous avons étudié dans la base de données d'articles de recherche EBSCO (Business source complete) les articles de revues académiques en utilisant les mots clés "innovation process" et "multinational company". Après cette première sélection, nous avons fait un tri par titres et résumés. Deuxièmement, parmi les articles choisis, nous avons sélectionné les papiers de revues les mieux notés par l'AERES. Enfin, durant la lecture de chaque article retenu, une fiche d’analyse a été préparée avec les informations suivantes: ¾ L’objet de recherche et la problématique ¾ La revue de littérature et le cadre théorique mobilisé ¾ La méthodologie utilisée (qualitative ou quantitative) ¾ Les résultats obtenus ¾ Les apports et les limites de recherche Le tableau 4 présente un extrait de la revue de littérature qui nous paraît particulièrement intéressant, car malgré sa taille non exhaustive, il fait un résumé d’un des thèmes principaux de recherche sur l’innovation : le rôle des filiales dans le processus d’innovation des firmes multinationales. 31 Tableau 4. Extrait sur des principales recherches sur l’innovation dans les firmes multinationales. Auteurs Objets de Méthodes Résultats recherche Ghoshal et La création, Etude empirique Il apparait que les filiales Bartlett l’adaptation et la basée sur une étude (les ressources locales) ont (1988) diffusion de cas dans 9 firmes tendance à faciliter la d’innovation par multinationales, et création et la diffusion les filiales des des études multi d’innovation, mais leur effet firmes niveau et multi sur l’adaptation est peu multinationales. indicateur sur 3 concluant. firmes multinationales et une étude avec un seul indicateur sur 66 firmes européennes et nord américaines. Nobel et 1. Le rôle des Les propositions ont Les unités de R&D se Birkinshaw unités été testées en différencient selon la nature (1998) internationales de envoyant par la voie de leurs activités, ainsi que R&D des firmes électronique un selon les mécanismes du multinationales, questionnaire à 15 contrôle utilisés. L’étude a 2. Les systèmes de firmes montré l’existence de contrôle et de la internationales plusieurs types de communication au suédoises. L’étude communication (horizontale sein des unités de empirique a été et verticale) au sein des R&D. complétée par 50 firmes multinationales, ainsi entretiens réalisés qu’avec les acteurs externes. dans les unités internationales de la R&D. Reger (2004) Jouranl of Les centres Etude de cas sur la La capacité des firmes International d’excellence de firme multinationale multinationales de Management recherche Philips. coordonner les activités de géographiquement leurs unités de R&D (ici dispersés des centre d’excellence) est un firmes avantage concurrentiel très multinationales important et est au cœur de leur processus d’apprentissage. Phene et L’innovation dans Revue de la Les auteurs montrent que la Almeida les filiales : le rôle littérature connaissance « absorbée » (2008) joué par les de « host country » a une Journal of filiales dans influence positive sur la International l’assimilation de capacité d’innovation des business la connaissance. filiales. studies. Les études réalisées sur le processus d’innovation au sein des firmes multinationales montrent que ces dernières ont augmenté leurs investissements dans les activités de R&D dans les pays étrangers notamment à partir des années 1980 (Reger, 2004). 32 Auparavant, les unités internationales de R&D avaient été créées pour adapter les innovations aux demandes des « pays d’accueil » des firmes multinationales (Nobel, Birkinshaw, 1998). Aujourd’hui ces unités contribuent activement au processus d’innovation en devenant même des centres d’excellence au niveau mondial pour les firmes multinationales (Reger, 2004). Cette décentralisation des activités de R&D au sein des filiales provoque des problèmes de communication, de contrôle, de coordination entre siège et filiales en rendant les relations plus complexes et difficiles à gérer. Pour mieux coordonner leurs filiales, les firmes multinationales mettent en place des systèmes de contrôle qui diffèrent d’une unité à l’autre (Nohria et Ghoshal, 1997). La majorité des recherches est dédiée à l’étude des mécanismes de contrôle et de communication des relations siège-filiales. Les auteurs affirment que la capacité des firmes multinationales à coordonner les activités de leurs unités de R&D est un avantage concurrentiel très important, d’où la nécessité de créer des mécanismes de contrôle et de coordination. Les nombreux outils de coordination mis en place par les firmes multinationales, représentent tout de même quelques limites que nous pouvons dénoter dans les articles de recherche. Il s’agit notamment des indicateurs de mesure de performance de ces outils de coordination qui sont peu étudiés. Conclusion Dans cette communication, au travers de la revue de littérature, nous nous sommes intéressés à l’innovation au sein des firmes multinationales, en essayant de comprendre son internationalisation par les firmes multinationales, ses concepts, les relations siège-filiales, etc. Nous avons alors montré la difficulté de la gestion de l’innovation liée à l’évolution de l’internationalisation du processus d’innovation et également liée au nombre croissant d’acteurs économiques impliqués dans ce processus. Dans la majorité des recherches, l’innovation est souvent perçue uniquement comme une modification du contenu technologique qui améliore ou élargit les fonctions remplies par le produit. Mais l’innovation peut porter également sur les conditions d’utilisation, de distribution, et, au delà, sur l’ensemble des prestations offertes au client (Loilier & Tellier, 1999) ; ce qui rend plus complexe la gestion du processus d’innovation. Les filiales ayant une position d’intermédiaire, entre le siège et les clients, leur rôle prend toute son importance dans ce processus d’innovation stratégique pour les firmes (Birkinshaw & Hood, 1998 ; Frost, Birkinshaw & Ensign 2002). Les problèmes relevés sont notamment liés au contrôle et à la communication entre le siège et les filiales. Plusieurs de leurs mécanismes sont abordés dans la littérature sur l’innovation, mais il y a un manque d’indicateurs élaborés pour mesurer la performance de ces outils, ce qui peut faire l’objet de futures recherches. 33 Bibliographie ALTER, N. (2002), Les logiques d’innovation: Approche pluridisciplinaire, Paris: La Découverte. ARCHIBUGI, D. et MICHIE, J. 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FROST, T., BIRKINSHAW, J. et ENSIGN, P. (2002), Centers of excellence in multinational corporations, Strategic Management Journal, 23, 997-1018. GHOSHAL, S. et BARTLETT, Ch. A. (1988), Creation, adoption, and diffusion of Innovations by subsidiaries of multinational corporations, Journal of International Business Studies, 19:3, 365-388. JOHNSON, G., WHITTINGTON, R., SCHOLES, K., FRERY, F. (2011), Stratégique, 9ème édition, Paris: Pearson Education France. LOILIER, T. et TELLIER, A. (1999), Gestion de l'innovation : Décider, mettre en œuvre, diffuser, Management et société, coll. Les essentiels de la gestion. MAYRHOFER, U. et URBAN, S. (2011) Management international: Des pratiques en mutation, Paris: Pearson Education France. NOBEL, R. et BIRKINSHAW, J. (1998), Innovation in multinational corporations: control and communication patterns in international R&D operations, Strategic Management Journal, 19:5, 479-496. NOHRIA, N et GHOSHAL, S. (1997), The differentiated network: Organizing multinational corporations for value creation, San Francisco: Jossey-Bass. PHENE, A. et ALMEIDA, P. (2008), Innovation in multinational subsidiaries: The role of knowledge assimilation and subsidiary capabilities, Journal of International Business Studies, 39:5, 901-919. REGER G. (2004), Coordinating globally dispersed research centres of excellence - the case of Philips Electronics, Journal of International Management, 10:1, 56-76. SCHUMPETER, J.A. (1935), Théorie de l'évolution économique, Paris: Dalloz. RELOCALISATION : D’UN SUJET DÉLICAT À UNE PROPOSITION DE CADRES THÉORIQUES Jacques BELBENOIT-AVICH Doctorant IAE Lyon 6, cours Albert THOMAS BP 8242, 69355 Lyon cedex [email protected] Résumé Ce travail a deux ambitions. La première est de mettre en avant le phénomène des relocalisations. Pour ce faire, suite à une définition de ce terme, nous avons décidé non pas de faire une revue de littérature mais de présenter globalement son avancée, en mettant en avant ses apports, ses limites et les difficultés auxquelles les chercheurs sont confrontés. La deuxième ambition est de souligner la notion de cadre théorique sur ce thème en proposant particulièrement deux cadres théoriques, à savoir la théorie des ressources et celle des coûts de transaction. Summary This work has to two aims. The first one is to present the relocations. After a definition of this notion, we have decided not to make a review of literature but to take as a whole its advances by showing its contributions, its limits and the difficulties the researchers have to face. The second aim is to put forward theories by suggesting the resource-based theory and the transaction costs theory. Le choix d’un site lors de l’internationalisation des entreprises est particulièrement important. Dunning (1980) ainsi que Ferdows (1997) en mentionnent l’importance stratégique en raison des répercussions sur le long terme au niveau de la compétitivité. Cependant, en pratique, un écart important existe (Kinkel, 2004). Dans le cas des délocalisations motivées par la réduction de coûts, les décisions sont souvent prises dans la précipitation et reposent sur des bases fragiles (Kinkel, 2004 ; Van Eenennaam et al., 1996). Dès lors, elles ne permettent que rarement d’améliorer la position concurrentielle de l’entreprise par rapport à la stratégie initiale (Kinkel et al., 2004). Ainsi, il nous a semblé pertinent de nous intéresser aux relocalisations. Avant toute chose, il convient de définir ce que nous entendons par relocalisation. Nous reprenons la définition de Belbenoit-Avich (2010). Au sens étroit, ce concept concerne le retour partiel ou complet dans un laps de temps plus ou moins important, d’éléments préalablement délocalisés dans un autre pays, quel qu’il soit. Dans une dimension plus large, nous intégrons un redéveloppement en France d’une activité préalablement délocalisée sans que cela entraîne une réduction des éléments délocalisés. Cette logique inclut aussi un changement de sous-traitants, passant d’un sous-traitant dans un autre pays à un sous-traitant situé en France. Les sous-traitants sont ici deux entités différentes et aucun déplacement spatial n’a été nécessairement réalisé pour chacune de ces deux entités. Le but de cette communication est de mettre en avant les recherches faites sur les relocalisations. Toutefois, notre intérêt ici n’est pas de présenter une revue de la littérature (une seule à notre connaissance est faite, à savoir Belbenoit-Avich, 2010) mais de mettre en évidence d’une part les apports et les limites de ces recherches et d’autre part les difficultés auxquelles sont confrontées les chercheurs. Suite à nos propres recherches, ces difficultés sont de deux types, à savoir liée à l’établissement de la revue de la littérature et à l’accès au terrain. Cette difficulté d’accès au terrain est 36 renforcée par une faiblesse au niveau des données secondaires. Ce travail correspondra à la première partie de notre communication. La deuxième partie portera sur les cadres théoriques. Nous proposerons l’utilisation de deux cadres théoriques, à savoir la théorie des coûts de transaction et la théorie des ressources. Le but final de notre article est ainsi double. D’une part, nous désirons mettre en évidence la richesse potentielle que peuvent engendrer des recherches sur les relocalisations. D’autre part, nous désirons mettre en garde tout chercheur intéressé par ce champ de recherche afin qu’il ait connaissance des difficultés. I : Présentation des recherches, limites et explication de ces limites Nous allons dans un premier temps nous centrer sur les recherches menées sur les relocalisations. Nous proposerons ensuite certaines limites et points non pris en compte par les recherches. Enfin, nous les justifierons en mettant en évidence les difficultés rencontrées par les chercheurs. Ces difficultés sont présentes aussi bien lors de l’établissement de la revue de littérature que lors de la recherche de données, que ce soit via l’étude de cas ou l’utilisation de données secondaires. I.1 : Recherches sur les relocalisations Tout d’abord, nous allons présenter dans une dimension temporelle les relocalisations ainsi que les recherches qui ont été faites. En ce qui concerne les relocalisations des entreprises, selon Mouhoud (2006), les premières relocalisations concernant des entreprises américaines ont été réalisées fin des années 1970. En ce qui concerne l’étude des relocalisations, selon la revue de littérature (BelbenoitAvich, 2010), la recherche a été extrêmement réactive. Cet auteur cite ainsi l’article de Jedlicki et Lanzarotti écrit en 1981. De nos propres recherches, nous pouvons indiquer des recherches commençant dès 1980, à savoir Truel (1980). Par ailleurs, concernant 1981, nous pouvons rajouter Gèze (1981) et Arghiri (1981). Dans les deux cas, 1981 ou 1980, les recherches ont été faites peu après les déplacements des entreprises. Toujours en nous appuyant sur Belbenoit-Avich (2010), de ces 40 années de recherche, nous observons que les auteurs ont eu pour principal objectif d’expliquer les causes du phénomène de relocalisation. De nombreux déterminants ont ainsi été mis en évidence pour expliquer le retour d’entreprises préalablement délocalisées. Ces déterminants sont chacun potentiellement riches dans leur capacité explicative. En fonction de la période, plusieurs thèmes ont été mis en avant. C’est le cas à titre d’exemple du développement de la robotisation dans les années 1980. Les articles portant sur le rôle du capitalisme cognitif ont émergé à partir des années 1990, etc. La revue de littérature réalisée par l’auteur cité a tenté de classer ces déterminants par catégories. Il a ainsi été proposé les catégories suivantes, à savoir « connaissances humaines » (par cela, il est entendu l’amélioration technique et le rôle de plus en plus prépondérant des connaissances), les « modifications dans le pays d’origine », les « modifications du pays hôte », l’ « évolution du marché » et enfin les « risques que les entreprises peuvent avoir en étant délocalisées. Outre ces déterminants permettant d’expliquer le phénomène de relocalisation, deux autres types de problématique ont été mis en avant, à savoir les conséquences des relocalisations sur l’emploi et d’autre part le développement de la relocalisation dans le secteur agricole, au sens d’une production agricole proche des consommateurs. Le présent auteur n’a pas pris en compte ces deux types de recherche dans ses recherches et aucun développement ne sera fait ici. Nous notons aussi qu’une mention de la structure du mot relocalisation, des définitions implicites données par les auteurs et de sa traduction en anglais est faite par Belbenoit-Avich (2009). Maintenant que nous avons identifié les recherches sur les relocalisations, nous allons tenter de mettre en évidence certaines limites. Ces limites, comme nous le verrons dans la troisième partie, s’expliquent en grande partie par les difficultés d’accès aux données. 37 I.2 : Limites des recherches sur les relocalisations Comme nous l’avons indiqué, un grand nombre de déterminants ont été mis en évidence à partir de 1980. En ce qui concerne leur pertinence, plusieurs articles mentionnent la relocalisation simplement en ouverture à la fin de leur article. Ces déterminants relèvent ainsi d’une proposition sans qu’ils ne soient appuyés par une analyse empirique, ou même par des noms d’entreprises ayant relocalisé du fait de ces déterminants. A titre d’exemple, nous proposons l’article de Boughzala et al. (2001). La pertinence des déterminants est aussi remise en cause par les différentes définitions attribuées par les auteurs à la notion de relocalisation. Ainsi, si la notion de retour dans le pays d’origine a été choisie dans le cadre de cette communication, certains auteurs voient dans la relocalisation non le retour dans le pays d’origine mais le rapprochement. Dès lors, il peut être douteux que des déterminants mis en avant lors de travaux utilisés avec des définitions différentes puissent être utilisés ensemble. C’est le cas ainsi des travaux de Goel et al. (2008). Si nous prenons le cas de la France, nous pouvons ainsi légitimement nous demander si les déterminants poussant à se rapprocher de la France (en allant par exemple de la Chine en Europe de l’Est ou dans des pays du Maghreb) sont les mêmes que ceux poussant les entreprises à s’installer de nouveau dans l’hexagone. Toujours en ce qui concerne la pertinence des déterminants, il se pose la question de la validité externe des déterminants. La question repose ainsi sur les possibilités de généralisation des déterminants. A titre d’exemple, nous notons le travail de Mercier-Suissa (2008) qui se base sur une présentation de déterminants relevés via des données secondaires. Ce problème de généralisation repose aussi au niveau des spécificités culturelles. A notre connaissance, les travaux sur les relocalisations n’ont porté que sur trois pays différents, la France, l’Allemagne et le Japon. Toutefois, nos connaissances sont ici limitées par le fait que nos recherches sont réduites aux articles et communication francophones. En ce qui concerne l’Allemagne, deux éléments sont indiqués, à savoir d’une part l’évolution des transports ferroviaire (au niveau de la régularité et de la prévisibilité) permettant la mise en place de flux tendus pour les entreprises (Bourgeois, 2008) et d’autre part la presse qui critique le territoire allemand mais qui ne mentionne pas les cas de relocalisation ainsi que les investissements directs provenant d’entreprises étrangères (Reisach et al., 2010). Au niveau du Japon, Nakai (2006) met en évidence une relocalisation des entreprises motivée par la reprise de la consommation et du choix par les entreprises d’investir dans des stratégies alternatives aux délocalisations. Par ailleurs, Campagnolo (2006) met en évidence l’évolution de la société du fait de la crise des années 2000. Cette évolution a entraîné, de par la suppression des primes et la réduction des « salaires des employés à vie », des licenciements et des restructurations, et ainsi des relocalisations du fait de la structure flexible du marché du travail et de la baisse des salaires réels. Nous n’avons pas identifié d’études permettant la comparaison de stratégies de relocalisation au niveau international. La réflexion se pose aussi dans une dimension temporelle. Ainsi, si certains déterminants sont plus ou moins forts lors d’une période de temps donnée, il n’est pas mentionné l’évolution de la pertinence de ces déterminants. En d’autres termes, à notre connaissance, aucun article n’a mentionné que tel déterminant mis auparavant en évidence pour déterminer les relocalisations n’aurait plus d’impact actuellement. Dès lors, il est nécessaire de prendre en compte tous les déterminants comme éléments possibles pour justifier les relocalisations. Néanmoins, les quelques limites que nous proposons sont elles-mêmes atténuées par un travail, à savoir celui de Kinkel et al. (2010) qui s’appuient sur les enquêtes menées par l’Institut Fraunhofer ISI. Outre le fait de mentionner les déterminants des relocalisations les plus pris en compte par les entreprises allemandes dans l’industrie, ils indiquent l’importance des relocalisations par rapport à la taille des entreprises ainsi que les secteurs les plus touchés par les relocalisations. Plusieurs analyses sont faites par ces auteurs de manière à comparer l’évolution dans le temps. La deuxième limite que nous pourrions faire repose sur les axes d’orientation de la revue de littérature. Les raisons explicatives des relocalisations des entreprises se limitent à une notion de coût. Or, nous pensons que de nombreuses dimensions pourraient être mises en évidence dans le cas des recherches ultérieures. Les entretiens réalisés auprès d’entreprises relocalisés nous permettent ainsi de proposer 38 différentes dimensions telles que le rôle du dirigeant. Une entreprise mentionne ainsi « Vous avez des raisons plus prolixes, plus prosaïques, je ne sais pas si c’est très français. C’est simplement que la personne qui a pris la décision de, de s’expatrier, délocaliser, elle veut pas reconnaître qu’elle a eu tort. Ça peut être très souvent ». De même, nous pouvons mettre en évidence le rôle de certaines parties prenantes comme les syndicats. Une entreprise souligne ainsi que la relocalisation peut être impossible dans certains cas « A l’inverse, je pense que, des boîtes privées où le patron n’a que emmerdements avec des syndicats ou des salariés, des grèves et trucs comme ça, heu, il aura une réaction encore plus à pousser, heu, à sortir pour éviter les ennuis ». Au contraire l’absence de partie prenantes ou des particularités peut avoir un impact. Une entreprise mentionne ainsi que « : Parce qu’une entreprise, heu, avec des gens qui ont un conseil d’administration qui doivent fournir, qui doivent, heu, fournir des dividendes, etc., ne peut pas prendre une décision de ce type [relocaliser et réduire les marges pour ne pas augmenter les prix]. Nous, on a une entreprise de, qui, qui regroupe en fait des associés qui sont tous indépendants, qui ont une volonté de services et qui ne sont pas là à vue capitalistique. C’est un élément moteur aussi, c’est que, heu, la, la recherche du profit n’a pas été un élément qui nous a contraint ». Il en est de même en ce qui concerne les dimensions liées au marketing. Ainsi, une entreprise indique que les consommateurs associent directement made in France et qualité. Par ailleurs, l’impact des relocalisations sur les entreprises n’est pas pris en compte par les recherches. Or cet impact semble réel dans le cas de certaines des entreprises interrogées. Ainsi, une entreprise mentionne « Ensuite, une coopération très ouverte avec les partenaires sociaux et les syndicats sur le projet. Une animation de l’ensemble des équipes sur des jeux, des enjeux très concrets. Il fallait gagner 10 points de productivité donc c’est on ne peut plus concret. On a mobilisé, heu, là, on a eu la mobilisation de tous pour relever le challenge. Une forme, heu, évidemment, de, de, d’ambition et de challenge dans le, dans le projet, hein, de, de faire, de faire aussi bien que les chinois. Il y a eu une reconnaissance réciproque des défis qui ont été relevés à la fois, heu, heu, une reconnaissance de la direction vis-à-vis des, des ouvriers qui se sont mobilisés mais aussi reconnaissance des ouvriers vis-àvis de la direction qui a fait ce choix de pérennité des emplois. Et donc finalement, ça a crée une dynamique complètement nouvelle de productivité et de progrès dans l’entreprise ». Nous avons identifié tout d’abord les éléments mis en avant par la revue de littérature sur les relocalisations. Nous avons ensuite proposé quelques limites. Nous allons maintenant tenter d’identifier pourquoi ces limites sont présentes. I.3 : Explication de la présence de limites spécifiques à la recherche sur les relocalisations A notre sens, ces limites sont liées à des difficultés aussi bien théoriques qu’empiriques. Nous verrons dans un premier temps les difficultés théoriques puis dans un deuxième temps les difficultés empiriques. Au niveau des difficultés théoriques, Belbenoit-Avich (2009) mentionne le manque de clarté de la notion (plusieurs sens sont possibles du fait de la structure grammaticale), l’inexistence en anglais d’un mot précisant spécifiquement cette notion (le même mot « relocation » étant utilisé pour donner le sens de délocalisation et de relocalisation). De plus, la grande majorité des auteurs ne définissent pas ce qu’ils entendent par relocalisation, ce mot signifiant, en fonction des auteurs, une délocalisation, une délocalisation en cascade, etc. Dès lors, chaque article ayant le mot clef relocalisation doit être étudié pour en voir le sens. En ce qui concerne les difficultés au niveau empirique, elles sont à notre sens au nombre de trois. D’une part, elles sont liées à un accès extrêmement délicat au terrain, expliquant ainsi une recherche limitée souvent à une dimension théorique. Cette difficulté d’accès peut être expliquée par plusieurs raisons. La première en est la dimension stratégique, les entreprises ne souhaitant ainsi pas diffuser ainsi les raisons de leur stratégie de localisation. Pour citer notre propre exemple, l’auteur a été de manière implicite accusé de tentative d’espionnage (ou du moins, nous l’avons considéré comme 39 telle). Suite à une tentative de contact auprès d’une entreprise relocalisée , un coup de téléphone agressif a été reçu pour savoir précisément où l’auteur avait obtenu l’information concernant leur relocalisation. La deuxième raison expliquant les difficultés d’accès au terrain est la volonté de ne pas partager l’avantage concurrentiel obtenu par l’entreprise en relocalisation. Ainsi, une entreprise a indiqué être très satisfaite de la relocalisation qu’elle considérait comme un avantage concurrentiel par rapport à ses concurrents. Néanmoins, elle a expliqué son refus d’entretien par le fait qu’elle ne désirait pas que ses concurrents relocalisent eux-aussi. De même, elle a fait part de son regret d’avoir donné autant d’informations à la presse. La troisième raison expliquant le peu de recherches réalisées sur des entreprises relocalisées a été obtenue via un entretien avec un syndicat patronal. Celui-ci nous a indiqué que l’absence de réponse favorable d’entreprises relocalisées pouvait provenir d’un sentiment de honte. La relocalisation est ainsi vue comme une erreur de stratégie et dès lors les entreprises ne souhaitent pas en parler. 1 D’autre part, la deuxième difficulté au niveau empirique repose sur la difficulté d’obtenir des noms d’entreprises relocalisées. En ce qui concerne les noms d’entreprises relocalisées, il n’existe à notre connaissance aucune base de données les référant. Cette constatation est appuyée par Fernandes et al. (2010) qui indiquent ne connaître ni indicateur, ni fichier national permettant d’identifier les entreprises ayant procédé à des relocalisations. Une recherche actuellement en cours avec le mot clef « relocalisation » utilisée sur la base de données « Factiva »2 ayant pour but à terme d’identifier les données secondaires depuis 2005 fait penser à un nombre d’entreprises relocalisées identifiées par la presse comme étant très faible. Cette faiblesse du nombre d’entreprises relevé par la presse est mise en évidence dans le cas de l’Allemagne par Reisach et al.(2010). Selon ces auteurs, (p.25), les entreprises allemandes critiquent le fait qu’il y ait trop d’impôts et menacent de se délocaliser. Or la presse ne relève pas le cadre favorable en l’Allemagne, poussant ainsi des entreprises du monde entier à investir malgré les coûts élevés. De même, la presse ne mentionne « guère non plus toutes ces entreprises qui, parties se délocaliser en Europe de l’Est ou en Asie sous l’œil admiratif des caméras, rentrent penaudes au pays après quelques années ». Dès lors, une entreprise relocalisée nous a ainsi indiqué qu’à sa connaissance, « il y a une vingtaine de boîtes au total [ayant relocalisé]. Oui, oui, un certain nombre mais vous les trouvez toutes sur internet. Vous tapez relocalisation, vous vous tapez les 15 ou 20 pages de, de google et vous trouverez ». Enfin, la troisième difficulté repose sur la faiblesse des éléments dans les données secondaires. Nos propres recherches sur les données secondaires qui montrent des éléments rapidement redondants, une entreprise relocalisée a aussi relevé cet état de fait. « Alors, le plus que vous trouverez, c’est Magencia ou Samas (…),Geneviève Lethu, Sullair, heu, Armor Lux à une époque, heu, une boîte qui doit s’appeler SDS. Mais vous trouvez tout ça sur Google. » Nous avons dans la première partie de cette communication tentée de présenter non la revue de littérature sur les relocalisations en elle-même mais ses apports, ses limites, ainsi que les raisons pouvant à notre sens expliquer la présence de ces différentes limites. Ce travail une fois effectué, dans la seconde partie de cette communication, nous allons nous pencher sur le cas des cadres théoriques proposés par les auteurs pour étudier ce phénomène. Nous proposerons à la suite les deux cadres théoriques nous semblant particulièrement intéressants d’utiliser. II : Cadres théoriques 1 Les entreprises indiquées ne peuvent être nommées par l’auteur, du fait de la situation, l’auteur n’a pas pu demander leur autorisation pour indiquer leur nom ainsi que le titre de la personne ayant eu ses propos. Nous nous limiterons donc à l’anonymat. 2 Considéré par l’organisme comme étant « premier news collection » (http://www.dowjones.com/factiva/factivacom.asp) 40 II.1 : Présentation des cadres théoriques utilisés par les auteurs La revue de littérature portant sur les déterminants des relocalisations présente des déterminants très différents. Certains sont dans une optique macro, voyant la capacité des nouveaux pays industrialisés à se prémunir contre ce type de stratégie (confer Frouville, Perrault, 1986). D’autres se basent au niveau des relations inter-entreprises, proposant ainsi une relocalisation possible grâce à un fonctionnement en réseau plus efficace (nous citerons ainsi Abécassis et al. (1998)). D’autres auteurs mentionnent le cas du développement durable (exemple Akono, 2009), etc. Ces exemples mettent en évidence une très grande hétérogénéité de déterminants. Si nous nous penchons sur les cadres théoriques proposés, Bouba-Olga et al.(2008) dans un article centré sur les centres d’appel s’attachent à expliquer leur trajectoire organisationnelle. Pour « comprendre l’émergence et les formes concrètes prises par les entreprises du secteur des centres d’appels » (p.71), ils proposent la prise en compte de plusieurs cadres théoriques. D’une part, ils mettent en avant le paradigme OLI (de Dunning (1993)). D’autre part, ils soulignent les approches en termes de coûts de transaction (Williamson, 1994). Ainsi, « si l’entreprise externalise une activité, alors que le nombre de prestataires est réduit, elle peut devenir fortement dépendante du prestataire choisi et donc encourir un risque d’opportunisme, risque d’autant plus fort que les actifs impliqués dans la transaction sont spécifiques » (p.73). De manière plus générale, reprenant Coase (1937), ils indiquent que l’externalisation (synonyme de « passage par le marché ») fait supporter aux donneurs d’ordres les coûts de transaction (coûts de collecte de l’information, coûts de négociation des contrats, coûts de surveillance des contrats) et ces coûts doivent être comparés aux coûts d’organisation interne. De plus, ils reprennent aussi l’approche en termes de compétences (développée selon ces auteurs initialement par Penrose (1959) et Richardson (1972)) pour indiquer que l’externalisation peut être problématique si l’activité externalisée est au cœur de l’avantage stratégique des entreprises. Ainsi, « l’entreprise cliente se vide de sa substance et risque de devenir une firme creuse ». Des problèmes de coordination productive sont aussi mentionnés, entraînant ainsi par exemple une réduction de l’efficacité des processus collectifs d’apprentissage. D’autres éléments sont aussi mentionnés, à savoir le coût du travail, la qualité et la disponibilité de la main d’œuvre (concurrence potentielle entre les activités). Enfin, les coûts de coordinations, considérés comme croissant avec la distance, sont mentionnés par ces auteurs comme parfois pouvant plus que compenser les avantages des coûts de production. En ce qui nous concerne, nous pensons que deux cadres théoriques sont particulièrement intéressants dans le cadre de la relocalisation et particulièrement du pourquoi les entreprises relocalisent, à savoir la théorie des coûts de transaction et la théorie des ressources. Notre but est ici de proposer ces cadres théoriques, tenter de mettre en avant les éléments pertinents (cette présentation n’a aucune vocation d’être exhaustive) puis de montrer son application par rapport à la revue de la littérature. Toutefois, avant cela, nous devons nous intéresser à la possibilité d’utiliser ces deux cadres de manière complémentaire. Pour Ghertman (2003), ces deux cadres ont une utilité complémentaire, bien que certains éléments, au niveau de l’analyse, des objectifs et des concepts diffèrent tout en se recoupant parfois. Selon Peteraf (1993, p.188), « The resource-based model is fundamentally concerned with the international accumulation of assets specificity, and, less directly, with transaction costs”. Cela étant dit, si des similarités existent entre la théorie des ressources et des coûts de transaction au niveau d’éléments majeurs, certains rejets sont aussi présents (Conner, 1991). II.2 : Théorie des ressources Nous allons dans un premier temps nous pencher sur la théorie des ressources. Arrègle (1996, p.242) définit la théorie des ressources comme s’intéressant « à la création d’un avantage concurrentiel défendable dans le cadre d’une démarche proactive ». Cette démarche « considère les routines organisationnelles qui permettent de faire fonctionner de manière 41 concurrentielle ces unités de production ou, encore, la protection des compétences rares de l’entreprise lui permettant de développer ses avantages concurrentiels ». Elle s’appuie sur des notions de rentes et met en avant les ressources rares dont dispose une organisation pour sa réflexion stratégique et son développement. Durand (2000, p.265), « l’entreprise mobilise des actifs et des ressources auxquels elle a accès et les combine au service de son offre et de ses clients, en faisant appel à des connaissances et des processus organisationnels qui lui sont propres. Certaines des compétences ainsi déployées sont suffisamment spécifiques pour être considérées comme clés, c’est-à-dire qu’elles allient des ressources et des savoir-faire sous une forme et d’une façon telle qu’elles constituent un avantage concurrentiel significatif et durable face aux concurrents ». En ce qui concerne la définition de ressource, Arrègle (1996) met en évidence la séparation entre inputs et ressources. Il définit les ressources comme étant « un actif stratégique à l’entreprise. Les inputs sont définis (p.244) comme « des facteurs génériques de production que l’entreprise achète et pour lesquels il existe un marché où ils s’échangent ». Ils ne sont donc pas spécifiques à une entreprise ». Les exemples donnés sont une matière première et une main d’œuvre « générique ». Les ressources sont vues comme des éléments spécifiques à l’entreprise (p.244) « il n’existe pas de marchés sur lesquels ces ressources s’échangent. Elles peuvent être tangibles ou intangibles et sont créées à partir d’inputs qui sont transformés par l’entreprise en actifs spécifiques ». Pour Wernerfelt (1984, p.172), vue par Brulhart et al. (2010) comme ayant fait les premières propositions sur la théorie des ressources, une ressource est définie comme « anything which could be thought of a strength or weakness of a given firm. More formally, a firm’s resources at a given time could be defined at those (tangible and intangible) assets which are tied semipermanently to to the firm ». Pour Daft (1983), les ressources des entreprises sont tous les actifs, les capacités, les processus organisationnels, les attributs des entreprises, l’information, la connaissance, etc. contrôlés par l’entreprise et qui lui permettent de concevoir et de mettre en œuvre des stratégies permettant d’améliorer son efficacité. L’apport à notre sens de la théorie des ressources est de supposer que la relocalisation va permettre aux entreprises de se démarquer de ses concurrents. Dès lors, via l’utilisation de ce cadre théorique, nous prenons en compte une relocalisation non liée à une dimension négative (une erreur de stratégie en délocalisant) mais plutôt permettant à l’entreprise de gagner en compétitivité. Si nous nous centrons sur les exemples de ressources, Wernerfelt (1984) indique les marques, les connaissances internes de la technologie, l’emploi de personnels qualifiés, les contacts commerciaux, les machines, les procédures efficaces, le capital financier. Arrègle (1996) met en évidence comme grandes catégories de ressources les ressources financières, physique, humaines, technologiques, organisationnelles et la réputation. Barney (1991) mentionne une classification en trois catégories, à savoir les ressources en capital physique (Williamson, 1975), les ressources en capital humain (Beceker, 1964), et les ressources en capital organisationnel (Tomer, 1987). Les ressources en capital physique comprennent la technologie physique, l’usine et les équipements, la localisation géographique et l’accès aux matériaux bruts. Les ressources en capital humain incluent la formation, l’expérience, le bon sens, l’intelligence, les relations et la compétence de chaque manager et ouvrier dans l’entreprise. Les ressources en capital organisationnel correspondent à la structure de rapport formel, la planification formelle et informelle, les systèmes de coordination et de contrôle et enfin les relations informelles entre les groupes à l’intérieur d’une entreprise ainsi qu’avec ceux dans son environnement. Néanmoins, une atténuation doit être faite, toutes ces ressources mentionnées ne sont pas nécessairement des ressources stratégiquement pertinentes. Selon Barney (1986) certains attributs de ces firmes peuvent empêcher une entreprise de concevoir ou de mettre en place des stratégies de valeur. D’autres peuvent entraîner une entreprise à concevoir et mettre en place des stratégies réduisant son efficacité. D’autres enfin n’ont pas d’impact sur les processus stratégiques. De plus, le simple fait d’avoir des ressources n’est pas suffisant pour que l’entreprise ait un avantage compétitif. Peteraf (1993) qui propose un consensus sur les différents travaux sur la théorie des ressources, indique que quatre conditions doivent être présentes pour que les entreprises aient un avantage compétitif, à savoir l’hétérogénéité, les limites ex post à la concurrence (deux facteurs 42 critiques limitent cette compétition, l’imitation imparfaite et la substitution imparfaite, une mobilité imparfaite des ressources et une limitation ex ante à la concurrence. L’hétérogénéité et la mobilité imparfaite peuvent être considérées comme un acquis. En effet, selon Barney et Hoskisson (1989), il est raisonnable de supposer que la plupart des industries sont caractérisées par au moins des degrés d’hétérogénéité et d’immobilité des ressources, la revue de littérature ne permet pas de pouvoir discuter des conditions des limites ex post et ex ante de la concurrence. Si nous appliquons ce que nous venons de voir par rapport à la revue de littérature centrée sur les déterminants des relocalisations, nous voyons une mise en évidence des ressources sans que celles-ci puissent forcément être considérées comme durables. Parmi elles, à titre d’exemple, nous pouvons citer l’augmentation de l’automatisation entraînant ainsi une augmentation de la productivité et une baisse de l’importance du coût de la main d’œuvre (cette notion a été mentionnée par de nombreux auteurs, nous citerons les plus récents : Mercier-Suissa (2008), Bouba-Olga et al. (2008) ainsi que Bezbakh et al. (2008)), l’importance de la connaissance avec le rôle du capitalisme cognitif, définie par Vercellone (2002, p.14) comme « l’essor d’une économie fondée sur la diffusion du savoir et dans laquelle la production de connaissance devient le principal enjeu de la valorisation du capital » (voir Mouhoud, 2002 ; Michalet, 1987). La localisation géographique à titre d’exemple permet aux entreprises d’être plus réactives, de réduire les temps de transports (Mercier-Suissa, 2008), de tenir compte du développement durable et de réduire les coûts de transport (Akono et al., 2009), etc. Ainsi, à titre d’exemple, une entreprise interrogée indique que « en fait, heu, ce qui est intéressant, c’est que cette innovation, on a pu la construire qu’en France. C’est pas la qualité là, c’est l’esprit créatif. C’est l’esprit, c’est, c’est, c’est ce qui a dans l’esprit de nos ingénieurs français ». « Ça nous a permis peut-être de superformer sur le marché, dans la mesure où cette collection [qui a relocalisé], heu, qui est arrivée à point nommé, avec, avec la crise, heu, nous a permis en fait de, de nous différencier sur un marché qui, en temps de crise était un marché intéressant ». II.3 Théorie des coûts de transaction Le deuxième cadre théorique que nous proposons est celui de la théorie des coûts de transaction. Pour cela, nous nous appuierons en partie sur l’article de Ghertman (2003) consacré à Williamson ainsi que l’article de Williamson (1999). Contrairement à la théorie des ressources où le niveau d’analyse est l’entreprise (Ghertman, 2003), le niveau d’analyse en ce qui concerne cette théorie est la transaction (Ghertman, 2003 ; Williamson, 1999). Ghertman (2003) indique que parce que ces transactions sont réalisées par des êtres humains, elles comportent des axiomes comportementaux, à savoir la rationalité limitée et l’opportunisme. Développé par Simon (1947), ce concept de rationalité limitée est l’incapacité à être informé totalement et à comprendre et prévoir les réactions des employés, des fournisseurs, des clients et des concurrents. Ces derniers ne savent pas eux-mêmes forcément à l’avance ce qu’ils vont faire. Dès lors, les contrats sont toujours incomplets. L’opportunisme, développé par Alchian et Demsetz (1972) et repris par Williamson (1975) repose sur la volonté des individus d’agir dans leur propre intérêt, et cela en trompant éventuellement de manière volontaire. Cet opportunisme peut être ex-ante ou ex-post, exante si des informations ou des intentions sont cachées, ex-poste si des éléments non écrits dans le contrat ou une situation interne à l’entreprise sont utilisés pour tirer avantage des événements imprévus. Williamson (1999, p.1089) indique ainsi que « human actors will not reliably disclose true conditions upon request or self-fulfill all promise ». En ce qui concerne les attributs de transaction, Ghertman (2003) souligne que trois attributs sont présents, à savoir la spécificité des actifs, l’incertitude, la fréquence. La spécificité repose sur le redéploiement d’un actif dans une autre transaction. Plus un actif est spécifique, plus le coût sera élevé. Cette spécificité est de différents types, spécificité de site, physique, sur mesure, de marque et 43 humaine. Selon Ghertman (1994), Plus les actifs sont spécifiques, plus les partenaires seront prêts à faire des investissements importants, permettant ainsi des technologies d’avant garde et des économies d’échelles. Williamson, (1999, p.1089) indique que « a good deal of the explanotary power of transaction cost economics turns on this last ». L’incertitude selon Ghertman (1994) se divise en deux types d’incertitudes. La première, interne, comprend la complexité et le caractère tacite des tâches que l’entreprise réalise en interne ou que deux entreprises différentes effectuent lors d’une transaction de transfert de technologie. L’incertitude externe est composée de l’incertitude technologique, légale, réglementaire et fiscale et enfin concurrentielle. Enfin, en ce qui concerne les fréquences, elles peuvent être fréquentes, peu fréquentes, voire uniques. Plus les biens échangés sont standards, à savoir un faible niveau de spécificité et d’incertitude interne, plus les transactions sont fréquentes et plus le marché sera le mode de gouvernance. A l’inverse, plus la spécificité des actifs ainsi que l’incertitude interne seront élevées, plus la fréquence des transactions sera faible et plus on aura affaire à un contrat ou à une opération interne au sein d’une hiérarchie (à savoir, selon Williamson 1975, 1985, 1995) l’entreprise. Selon Williamson, (1999, p.1090), la théorie des coûts de transaction se centre sur le niveau organisationnel, permettant d’identifier la structure de gouvernance la plus intéressante, « firm and market are alternative modes of governance that differ in discrete structural way ». Les trois principaux attributs décrivant le mode de gouvernance sont (selon Williamson, 1991) l’encouragement à l’intensité, les contrôles administratifs et les règles de régime juridique. Sous ce cadre, nous pouvons mettre en évidence plusieurs éléments comme les risques liés à l’insuffisance de l’encadrement concernant la gestion de la production des ateliers (Mercier-Suissa, 2008 ; Bezbakh et al., 2008), les problèmes de qualité (Bouba-Olga et al, 2008 ; Mercier-Suissa, 2008) ainsi que tout ce qui est relatif aux coûts cachés (Goel et al., 2008), etc. Une entreprise explique ainsi la volonté de quitter son sous-traitant pour produire elle-même « C’est une volonté de reprendre le contrôle sur, sur ce qui fait l’essence de notre métier, c'est-à-dire le développement des produits quoi ». Au niveau du contrôle, une entreprise mentionne que « (le soustraitant) il est obligé d’accepter (un contrôle dans son entreprise) puisque le client est donneur d’ordres. Mais en pratique, ils aiment pas trop sauf si on est à 100%, si on travaille 100% avec eux ». Conclusion Ce travail s’est donné deux ambitions. 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LEAN PRODUCTION: THE LINK BETWEEN SUPPLY CHAIN AND SUSTAINABLE DEVELOPMENT IN AN INTERNATIONAL ENVIRONMENT Denise RAVET IAE de Lyon, Université Jean Moulin Lyon 3 Abstract Purpose - While there could be separate streams of established research on lean production, global supply chain and sustainable development, the idea is to address the intersection of these strategic initiatives. Firms may find synergies and competitive advantage through these strategies. The aim of the mission is to explore the link between sustainable development, global supply chain and the lean paradigm in the international changing competitive environment. Lean has long been linked to improve operational performance and environmental performance. The concern is to analyze how companies could manage the lean and sustainable principles through the global supply chain in order to take advantage of synergy and to strengthen their operational expertise in an international environment. Design/methodology/approach - A literature review is conducted to examine research and practice with respect to the implementation of lean production and sustainable, global supply chain strategies. A recent review of the literature in each of the three interfaces of lean, sustainable and global supply chain strategies was conducted using different international databases. Findings - An examination of the literature reveals drivers and barriers, converging and contradictory elements for the implementation of lean production and sustainable, global supply chain strategies in an international environment. The research tries to highlight the key elements that could inform managerial decision making. Keywords: Sustainable development/global Supply chain management/Lean production INTRODUCTION In the intensive competitive environment of the global economy, the survival of many companies depends on the ability to continuously improve quality while reducing costs. Meanwhile, sustainability is becoming a key issue for manufacturing strategy and in recent past, emergence of customer driven markets has resulted in rapid changes in strategies adopted by the organizations. Manufacturing systems have to respond to continuous changes and sustainability requirements. So, changing production methods from mass-production with high inventory to a leaner operation with low inventory has become an essential practice. Significant interest has been shown in recent years in the idea of “lean manufacturing” (Womack et al.1990) and the wider concepts of the “lean enterprise” (Womack and Jones, 1996). Many organizations have adopted the lean thinking paradigm in order to optimize performance and competitive advantage. These paradigms lean and sustainable should not be considered alone or in isolation within the supply chain. The sustainability paradigm has opened the gate for revisiting various established strategies of supply chain management to reassess their viability with new angle of sustainability in general and greening specially (Stonebraker et al.2009).Tradeoffs between theses management paradigms may help organizations and their supply chain to become more competitive and sustainable (Machado, Duarte, 2010). Therefore more attention has been paid to lean and sustainable organizations and supply chains as there is recognition of the need to match the supply chain to the market. 48 So, a key business feature is that supply chains compete, not companies (Christopher, 1992). These supply chains must be able to satisfy the demands of customers. Consequently, in this context, how can lean production meet global supply chain and sustainable development? The goal of this paper is to present the relationship between lean and sustainable paradigms linked to the supply chain in an international environment in order to identify the possible synergies. First, we will present the sustainable development paradigm and the link with supply chain, in a second part we will explore the lean paradigm, and then in a third part, in which these two paradigms may be combined to enable highly competitive supply chains capable of winning in an international, volatile and cost-conscious environment. I- THE SUSTAINABLE DEVELOPMENT PARADIGM AND THE LINK WITH SUPPLY CHAIN With growing legislation, dwindling resources and increasingly vocal consumers, sustainability will only continue to grow in importance as an opportunity for forward thinking firms and a threat to their competitors that fail to act. Therefore, interest in sustainable supply chains has been growing for over a decade and the topic is becoming mainstream (Corbett and Kleindorfer 2003; Corbet and Klassen 2006). The organizations need to deal with environmental and social issues (e.g., Kleindorfer, Singha and Van Wassenhove 2005; Corbett and Klassen 2006). I-1-THE CONCEPT OF SUSTAINABILITY AND SUPPLY CHAIN Sustainable development: Sustainability encompasses complex, diverse issues. “Sustainability can mean different things: some see it in terms of long-term viability, generally with an environmental perspective, some see a dynamic nature in sustainability, some see it simply as lasting change, which is the way in which we will use it here” (Bicheno and Holweg, 2009, p.218).The Brundtland commission (World Commission on Environment and Development 1987, p.8) defined the term of sustainability as: “the development that meets the needs of the present without compromising the ability of future generations to meet their own needs”. The concept of sustainable development is made up of three areas: economic, social and environmental sustainability. For an organization, it translates as a focus on a respect for: profit-economic; people-social; and environment-environmental. The study is especially on corporate sustainability which has been defined as a business approach that creates longterm shareholder value by embracing the opportunities and managing the risks associated with economic, environmental and social developments. Corporate sustainability has been focused with attention drawn toward the triple bottom line of “people, profit and planet” (Elkington, 1994, 1998) or “Equity, Environment and Economics” (Anderson 2006; Kleindorfer et al.2005). Sustainability emerges as a way of considering the environmental and social values of business decisions alongside their economic value. Supply chain. In the early 1980s firms realized that their competitiveness was not just determined by what they do, but also by what their upstream suppliers and downstream suppliers were doing. Supply chain capabilities are a significant determinant of competitiveness and it can be argued that value chains compete, not individual companies (Christopher, 2000).The key point in supply chain management is to consider the entire system of suppliers, manufacturing plants, and distribution tiers. The supply chain management can be defined as a set of interdependent organizations that act together to control, manage and improve the flow of materials, products, services and information, from the origin point to the delivery point (the end customer) in order to satisfy the customer needs, at the lowest possible cost to all members (Lambert, Stock, Ellram, 1998). According to Christopher (2000), the goal is to manage upstream and downstream relationships with suppliers and customers in order to create enhanced value in the final market place at less cost to the supply chain as a whole. More recently, an another definition specifies that supply chain is a group of partners who collectively convert a basic commodity (upstream) into a finished product (downstream) that is valued by end-customers, and who manage returns at each stage 49 (Harrison, Van Hoek, 2005). It highlights the reverse logistic and its importance in the supply chain. The success or failure of the supply chains is ultimately determined in the marketplace by the end consumer. Customer satisfaction and marketplace understanding are crucial elements for consideration when attempting to establish a new supply chain strategy. When the requirements and constraints of the marketplace are understood can an enterprise attempt to develop a strategy that will meet the needs of both the supply chain and the end customer? I-2 MANAGING GLOBAL SUPPLY CHAINS In order to meet the current challenges of the global economic crisis, supply chains have to change especially with systematic controlling of net working capital. Globalization has a central role to play in supply chain management: supply chains are increasingly global and complex, as companies aspire to support a variety of strategies, such as entering new markets, increasing service to customers and reducing costs. According to surveys3, the most important drivers of globalization are factors that are directly connected to purchasing and procurement, followed by drivers on the market side. “In times of economic crisis, active management of net working capital, in other words of inventories, receivables and payables is one of the core tasks of supply chain management. Companies should now make use of every opportunity to release capital in the short term in order to improve cash position. Controlling net working capital is often a neglected instrument for doing this. What it is important for the people in charge of supply chain management is that they reduce their inventories, perhaps by systematically restructuring the supply chain to become a pull supply chain”. The effects of globalization are apparent in the interdependencies of suppliers and customers. The global trends influence the supply chain management goals: reducing costs, improving customer service, getting new products and services to market faster and sustainable actions. On the one hand, supply chain cost and tied-up working capital, including inventories, must be kept as low as possible. On the other hand, though, customer requirements in terms of delivery lead times, product availability and delivery reliability are increasing. Reducing costs is even more important for companies in developing markets; perhaps companies in countries such as China are trying to anticipate the effect of rising costs (including labor costs and appreciating currencies) on the competitive advantage they currently enjoy as low-cost manufacturers. In this context, supply chain strategies are increasing the efficiency of supply chain processes, actively managing risks along the supply chain, and sourcing more inputs from low-cost countries. Many companies manage both sourcing and logistics outside the home country for cost reduction. When possible, companies seek to maximize economies of scale in the supply chain, and many companies treat it as a shared utility of the broader organization – not only to take advantage of synergies, but also to strengthen their operational expertise. The top-rated challenge is the ability to share knowledge effectively across different manufacturing and sourcing locations. Against a back drop of sharply rising supply chain risk, including the prospect of higher energy prices, companies are likely to pay attention at their manufacturing and supply footprints. I-3 SUSTAINABLE DEVELOPMENT AND SUPPLY CHAIN In the wake of concerns regarding climate change, pollution and non-renewable resource constraints, firms are heeding stakeholder demands regarding corporate citizenship behavior and performance (Sarkis, 2001). The various stakeholders – customers, shareholders, boards, employees, governments, and NGOs – and most corporations respond in a reactive, piecemeal way that could influence the supply chain. So, efforts to make supply chains more environmentally friendly has gained top priority due to increasing threats arising out phenomena like global warming and climate change (Shukla et al.2009b). Several other factors lead firms to pursue sustainable supply chain practices: pressure from stakeholders (Zhu et al., 2008), environmental standards (Rondinelli and Berry, 2000), effects of environmental performance, on firms’ reputations (Christmann, 2000), cost reduction (de Brito et al, 2008) and competitors (Walker et al., 2008). Moreover, environmental regulations, have forced manufacturers to re-examine the entire lifecycle and environmental impacts on their products. Such 3 ATKEARNEY 2009 50 compliance efforts have already resulted in cleaner, sager operations, reduced use and acceptable substitutions for hazardous substances, increased product recyclability and recovery, and improved transparency of information available to suppliers, trading, partners, employees, and customers that impact all the supply chain. Consequently, many manufacturing companies are adopting sustainability initiatives in response to internal drivers such as cost reduction, commodity risk management, and upholding corporate culture and external drivers (consumers want the right product at the right cost to the right place at the right time and to be green). Several examples can underline these different actions: Unilever4 has decided to carry 30% of its freight by other means than road transportation thanks to collaboration with its logistic subsidiary and information sharing through the Carbon Disclosure Project Supply Chain Leadership Collaboration5. By coordinating across every stage of fabric and shirt production, the Chinese manufacturer Esquel cut energy consumption by 26.4 % and water consumption by 33.7 % in the past five years (Lee, 2010). Lafuma has been implementing sustainable development actions since the 1990’s. An in-house organization was set up with sustainable good practices at every level, including product design, manufacturing/sourcing, transport/logistics, human resources, sales and communication. The commitment to sustainable development for Lafuma6 is ambitious specifically by the completion of an eco-designed line of products for each product range. Hewlett-Packard is one of the world’s leading companies that belong to the United Nations global compact7in order to align its operations to accepted principles. Thus, a sustainable supply chain focus requires working with suppliers and customers, analysis of internal operations and processes, environmental considerations in the product development process, and extended stewardship across products’ life cycles (Corbett and Klassen, 2006; Mollenkopf, 2006). But, sustainability issues are adding complexity and risks to the already challenge of managing supply chains such as inventory, cycle time, quality, the costs of materials, production and logistics (Lee, 2010).Three distinct phases of supply chain are identified in the literature (Shukla, 2004): - Inbound supply chain ensure value addition to raw materials in terms of selection, segregation, packing, transportation, cold storing, warehousing etc…There are host of intermediate echelons like consolidators, traders, commission agents, wholesalers, retailers, third party logistics, which results in very high complexity. It implies green-design, green sourcing… Greening the supply chain generates environmental benefits as well as financial results by reducing risk by managing a product’s environmental compliance in its design rather than making any necessary costly corrections later in its lifecycle. - Manufacturing supply chain or internal supply chain: value addition is done during manufacturing or production of goods. Functions like material flow, material handling and inventory management are predominant and implies green manufacturing. - Outbound supply chain : the distribution channel operations like warehouse location, mode of transportation and inventory management at retail and wholesaler level…it implies green logistic and green reverse logistic. Although sustainability measures often seem worthwhile individually, they may in the grand scheme generate unintended consequences, such as higher financial, social, or environment costs (Lee, 2010). Consequently, these sustainability measures must be coordinated across every stage of the supply chain with adjacent operations. Equally this is the reason why a sustainable supply chain is one that performs well on both traditional measures of profit and loss as well as the triple bottom line (Elkington 1999, Kleindorfer et al.2005). The triple bottom line is a tool to measure an organization’s progress toward the end goal of being truly sustainable. Moreover, the development of sustainable has tended to focus on studies of a single function or activity as opposed to looking at the entire chain (Rao and Holt, 2005). But, companies – throughout the supply chain, not just at the end – should take a holistic approach to sustainability and pursue 4 5 Logistique magazine Juin 2010 CDP is an independent not-for-profit organization holding the largest database of primary corporate climate change information in the world. Lafuma annual report 2010 United Nations Global Compact is a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten universally accepted principles in the areas of human rights, labour, environment and anti-corruption. 6 7 51 broader structural changes than they typically do. It is mainly important in an international supply chain. Therefore, the sustainability paradigm may have influence on the supply chain and many supply chain decisions may have impacts on the environment, the social aspects, the communities and the wider supply chain. II -THE LEAN PRODUCTION PARADIGM II-1 LEAN ORIGINS The origins of lean manufacturing initiatives can be traced to the Toyota Production System (TPS) and were initiated by Ohno (1978) and Shingo (1989) at Toyota with its focus on the systematic efficient use of resource through level scheduling. They used the Japanese word “muda”, which were defined as any human activity that absorbs resources but creates no value (Dettmer, 2008). Taiichi Ohno has identified the first seven type of “muda” (means waste) and the main goal is on the systematic identification, reduction and elimination of all waste from the manufacturing processes in order to create value for the customer. In the lean context, waste was viewed as any activity that does not lead directly to creating the product or service a customer wants. Then, the lean production was coined by Womack et al. (1990) in their book entitled “The machine that have changed the world” in order to show a better way to organize and manage customer relations, the supply chain, product development, and production operations, an approach pioneered by the Toyota Company after World War II. This is a vision of a world transformed from mass production to Lean Production which has dominated much of the theory and practice of production systems design. In this context, the idea of “lean thinking” has been expounded by Womack and Jones (1996) and have emphasised Lean Enterprise rather than Lean Production (Womack et al., 2003). Today it is arguably the paradigm for operations that can be found in a wide range of manufacturing and service strategies. II-2 LEAN DEFINITION Formulating a definition that captures all the dimensions of lean is a formidable challenge (Pettersen, 2009). The terms “lean production” or “minimum workshop” as Ohno (1978) states, provide a way to do more and more with less and less – less stock, less human effort, less equipment, less movement of material, less time and less space while coming closer and closer to providing customers with exactly what they want. It is the single most powerful tool available for creating value while eliminating waste in any organization (Womack and Jones, 1996). Leanness means developing a value stream to eliminate all waste including time, and to enable a level schedule (Naylor et al., 1999). The systematic attack on waste is also a systematic assault on the elements underlying poor quality and fundamental management problems (Childerhouse and Towill, 2002). According to Seth and Gupta (2005), the goal of lean manufacturing is to reduce waste in human effort, inventory, time to market and manufacturing space to become highly responsive to customer demand while producing quality products in the most efficient and economical manner. Lean manufacturing results could include reduced inventory level (raw material, work in progress, finished product) ; decreased material usage (product inputs, including energy, water, metals, etc…) ; optimized equipment (capital equipment for direct production and support purposes) ; reduced need for factory facilities; increased production velocity; enhanced production flexibility; and reduced complexity (Shashin, Janatyan, 2010). MIT’s Lean Advancement Initiative defines lean as follows: production design that is aimed at the elimination of waste in every area, including customer relations, product design, supplier networks and factory management. Its goal is to incorporate less human effort, less inventory, less time to develop products and less space to become highly responsive to customer demand, while producing top-quality products in the most efficient and economical manner possible. The term is often used in connection with lean manufacturing to imply a “zero inventory” just-in-time approach. 52 II-3 LEAN THINKING AND PRODUCTION PRINCIPLES The lean thinking can be summarized in five principles: “precisely specify value by specific product, identify the value stream for each product, make value flow without interruptions, let the customer pull value from the producer, and pursue perfection”. By clearly understanding these principles, and then tying them all together, managers can make full use of lean techniques and maintain a steady course”(Womack and Jones, 2003). -The starting point is to specify value from the point of view of the customer. This is an established marketing idea that customers buy results, no products. Organizations begin to accurately specify value. The value can only be defined by the ultimate customer and it’s only meaningful when expressed in terms of specific product which meets the customer’s needs at a specific price at a specific time. Lean thinking must start with a clear definition of value. It’s essential to have a clear view of what’s really needed. To specify value accurately is the critical first step. It is important to rethink value from the perspective of the customer. -Identify the value stream. This is the set of all the specific actions or process required to bring a specific product from raw material to final customer, or from product concept to market launch through the three critical management tasks of any business: the problem solving task, the information management task, the physical transformation task. The map and the measure of the value stream should be done end-to-end and not departmentally. So, the focus should be done on the object (or product or customer), and not on the department, machine or process step. -To make the value-creating steps for specific products flow continuously thanks to production team. The goal is to avoid batch and queue, or at least continuously reduce them and the obstacles in their way. -Let customers pull value from the enterprise: it is the ability to design, schedule, and make exactly what the customer wants just when the customer wants. You can let the customer pull the product from you as needed rather than pushing products. -Perfection: it means delivering exactly what the customer wants, exactly when (with no delay), at a fair price and with minimum of waste. -Lean is a business model emphazing the elimination of waste while delivering quality products at the least cost. While most of the research stresses that competitiveness of lean production comes from physical savings (less material, fewer parts, shorter production operation, less unproductive needed for set-ups, etc…) on the technical side, a focus is also done on the “psychological efficiency” (commit, cognition, empowerment, communication, and autonomous, etc..) the peripheral of the organizational mechanism. Lean production is not just a technological system but also a concept implemented throughout the whole company, which especially requires consensus on corporate culture (Wong, 2010). Lean production system has been one of the competitive advantages for Japanese enterprises, and the cultural element behind it (Recht and Wilderom, 1998). II-4 LEAN PRODUCTION, SUPPLY CHAIN STRATEGIES The lean model requires less stock, less space, less movement of materials, less time to set up the machinery, a smaller workforce, fewer computer systems and more frugal technology (Shahin, Janatyan, 2010). Consequently, lean supply chains strategies focus on waste reduction, helping firms eliminate non-value adding activities related to excess time, labor, equipment, space and inventories across the supply chain (Corbett and Klassen, 2006). Such strategies enable firms to improve quality, reduce costs, and improve service to customers (Larson and Greenwood, 2004). According the taxonomy for pipeline selection (Christopher, Peck, Towill, 2006), a matrix suggests that there might be four possible generic supply chain strategies according to three-dimensional classification (products, demand, replenishment lead-times): lean (plan and execute), leagile (postponement), lean (continuous replenishment), agile (quick response). Is has been suggested that lean concepts work well where demand is relatively stable and hence predictable and where variety is low (Christopher, 2000). 53 Now the lean production paradigm positively impact many markets sectors where cost is the primary order criteria (Hill, 1993). So, where demand is volatile and the customer requirement for variety is high, a different approach is recommended. A “hybrid” solution can utilize lean principles when designing supply chains for predictable standard products and agile principles for unpredictable or “special” products. It may be that total demand for a product can be separated as “base” and “surge” demand. Base demand is more predictable and less risky so lean principles can be applied, using agile approaches to cope with surge demand (Christopher, Peck, Towill, 2006). It is also likely that products may require different kinds of pipeline according to their position within the product life cycle. Fisher (1997) claims that the reason why so many supply chain implementations fail is that they are wrongly configured according to demand. He indicates that there are two categories of demand : Functional – typically predictable, low margin, low variety, with longer life cycles and lead times, and no need to mark down at end of season, and Innovative – typically less predictable, high margin, high variety, shorter life cycles and lead times with end of season discounting common. Functional requires an efficient process or supply chain, Innovative requires a responsive process. Mismatches between demand and process give problems. For lean strategies the implications are that a product requiring a responsive supply chain would be inappropriate in a low cost distant location. This may well mean having more than one type of facility and demand chain to cope with different demand segments. Finally, the supply chain strategy depends upon the supply and demand characteristics. If lead times are long but demand is predictable “lean strategies” are possible, e.g make or source ahead of demand in the most efficient way. II-5 LEAN PRODUCTION, DEVELOPMENT SUPPLY CHAIN STRATEGIES AND SUSTAINABLE The causal relationship between lean processes and environmental sustainability has been much debated in literature (King and Lenox, 2001). Recent academic research (Hines, 2010) and surveys find the most compelling reason for organizations adopting lean is the economic and environmental benefits of going green. The consumer pressures to provide the right product at the right cost to the right place at the right time and to be green. Sustainability has become one of the big themes in lean particularly from an environmental perspective. The ideas of wasting fewer materials and energy and avoiding polluting emissions fit extremely well with wider lean ideas. These paradigms lean and sustainable may be combined to enable highly competitive supply chains capable of winning in a volatile and cost-conscious environment. The goal is to examine the relationship between these supply chain strategies, including their convergence and divergence. Lean and green strategies are often seen as compatible initiatives because of their joint focus on waste reduction (Mollenkopf et al., 2010). Womack (2000) underlines that lean thinking must be ‘’green’’ because it reduces the amount of energy and wasted by-products required to produce a given product…Indeed, examples are often cited of reducing human effort, space, and scrap by 50 % or more, per product produced, through applying lean principles in an organization…this means that…lean’s role is to be green’s critical enabler as the massive waste in our current practices is reduced. In these challenging economic times for manufacturers, lean could be a priority. Lean manufacturing drives more effective and efficient resource utilization, reduces waste and energy consumption, optimizes direct and indirect resources and helps ensure a better product at less cost. The lean philosophy, eliminating waste, essentially comes down to taking many small actions to create big results. But, it seems important to differentiate “waste of time” and “waste of raw materials” as only in certain conditions it is possible to combine the both. So, more and more manufacturers are extending lean practices beyond the shop floor to enable green initiatives and meet sustainability mandates. Lean produces an operational and cultural environment conducive to waste minimization and pollution prevention. Indeed, the powerful economic and competitiveness drivers behind lean drive a willingness to undertake substantial operational and cultural changes, many of which have important environmental performances implications. Lean typically results in less material use, less scrap, 54 reduced water and energy use, and decreased number and amount of chemicals used. So, becoming greener can reduce operating costs significantly and add customer value, two primary tenets of any lean initiative. Moreover, mass production led to economies of scale that reduced costs – as long as the company was making a single model with no options. Today, consumers demand a customized product. Lean focuses on eliminating unnecessary delays and movement. It creates economies of speed that reduce costs and boost profits while minimizing environmental impacts. Whereas mass production focuses on big batches, lean focuses on small batches and quick changeover. With mass production, it’s easy to have overproduction, which creates inventory that has to be warehoused and managed. Lean only creates a small batch when a customer requests it, thereby avoiding all unnecessary production or inventory. It no longer makes sense to create a thousand units of a product quickly if consumers want a product customized to their needs. So, the environmental impact that a shift from mass production to lean production could produce is important. If a company only prepares enough products or services to meet customer demand, it doesn’t have to inventory, store, or manage a lot of raw materials or finished goods. This prevents the unnecessary movement of inventory, and reduces storage costs and overtime. Lean production can lead to both a greener planet and increased profits. Thus, eliminating delays and movement while reducing batch sizes and inventory not only speeds things up, it also reduces the chance for error. Faster production – combined with less rework cuts costs – boosts profits and reduces environmental impacts that range from the overuse of raw materials to high energy consumption. Lean is not just about the bottom line or worker satisfaction, but it is also about green initiatives. Furthermore, leading organizations go beyond the basics of cutting waste and operating efficiently. They embed environmental considerations into all aspects of their operations. Most businesses overlook the single biggest opportunity they have to go green – simplifying, streamlining and optimizing their internal operations. Eliminating activities that do not add value to the customer is the real key to shop-floor effectiveness and enhancing green initiatives within the organization. Software capabilities, value stream mapping, inventory optimization can contribute to reduce inventories and lead times and to improve the financial results by productive and valuable activities. So, green opportunities for identifying and reducing waste in the lean supply chain can be found in various places: material costs, consumption of energy and natural resources, equipment efficiency, and education of key stakeholders. It’s also reasonable to assume that eliminating waste, scrap and rework would reduce not only costs but various environmental problems. In global companies, the adoption of lean and green strategies in manufacturing organizations has resulted in processes becoming more flexible, responsive, and competitive. With this improved responsiveness, organizations can quickly adapt to the increasing complex demands of global manufacturing demands that require more connectivity and more effective communication, among suppliers, and information system (ERP). What Wal-Mart and other retailers have recognized and driven into the manufacturing sector is that aligning green with lean across the entire supply chain drives both top line growth and margin improvements while gaining respect from customers and consumers. How manufacturers can expand lean philosophies and best practices into their sustainability initiatives. Wal-Mart CEO Lee Scott has said “Being a good steward of the environment and in our communities, and being an efficient and profitable business, is not mutually exclusive. In fact they are one in the same”. But if Wal-Mart has made some considerable changes with a strong commitment to being green, the question of WalMart’s Social responsibility has been criticized for underpaying its workers, offering limited benefits, exploiting employees around the world…In order to have a good responsible corporate social reputation, the company has realized investments in this field (for example, recognition of the WalMart de Mexico Foundation for its social responsibility actions)8. So, manufacturing companies can proactively enable sustainability across all key business processes in their organization by implementing the principles of lean. The underlying principles build efficiency within the enterprise and across the entire supply chain, helping companies maintain success through continued process 8 Wal Mart Sustainability Report 2010 55 improvement. A lean solution for manufacturing ensures that plants, lines and machines run at peak efficiency – a key component of enabling sustainability. It also ensures necessary spare parts for maintenance are aligned with production requirements ensuring minimum down time and optimizing runs. In the extended supply chain, lean solutions help align demand to capacity to optimize production lines, and maximize energy and raw product utilization. For example, consumer companies can apply lean principles to tightly align packaging material to specific production events, resulting in more efficient use of materials, reduced waste and improved line and machine utilization. While the issue of sustainability continues to mature and evolve, companies looking to take a leadership position and enhance their business advantages can get started by implementing and expanding lean manufacturing solutions across the entire supply chain to address the many aspects of meeting their sustainability and revenue targets. For example, although the main goal is to convert muda into value, the question is also where the value is created. Equally, lean in the product development stage meets green goals by using less materials and chemicals, yielding less waste, and reducing the consumption of energy and natural resources. The best practice is to take into account the environmental compliance throughout the entire product lifecycle, from concept to launch and into retirement, by integrating compliance into their product development lifecycle processes. Successful product lifecycle management (PLM) solutions enable organizations to manage and optimize the compliance of their products and programs with the standards and regulations of the government and industry. These solutions should merge compliance activities with product development and introduction processes, allowing companies to more reliably comply with environmental standards. Manufacturers must be concerned with controlling pollution and environmental waste at its source in order to address the rising cost of energy and natural resources and the negative impact on climate change and global warming. Besides, manufactures today are under pressure to adopt these strategies “Lean and Green” and to create an environmental stance that is a driver for reduced costs and risks, increased revenues, and improved brand image. Environmental regulations like the Restriction of Hazardous Substances (RoHS) directive, the Waste Electrical and Electronic Equipment (WEEE) directive, the Restriction, Evaluation, and Authorisation of Chemicals (REACH) regulation have forced manufacturers to reexamine the entire lifecycle and environmental impacts on their products. King and Lenox (2001) find that establishments that adopt the quality management standard ISO 9000 are more likely to adopt the environmental management standard ISO 14000. They also find strong evidence that lean production as measured by ISO 9000 adoption and low chemicals inventories is complementary to waste reduction and pollution reduction. Therefore, such compliance efforts have already resulted in cleaner, sager operations, reduced use and acceptable substitutions for hazardous substances, increased product recyclability and recovery, and improved transparency of information available to suppliers, trading, partners, employees, and customers. Nevertheless, tools and techniques (for example Plan Do Check Act, one of the principle mechanisms for the scientific approach in the Toyota Production System) should be treated as hypotheses to be tested in the particular situation at hand. Otherwise organizations often fail to allow for local factors influencing the successful application and sustainability of tools and techniques (Bicheno and Holweg, 2011). Finally, lean production and sustainable supply chain create their “eco-advantage” in three main ways: -Eco-efficiency (cutting out waste, using resources productively, and minimizing the carbon footprint). Lean methods can develop sustainable green practices, particularly in the area of waste reduction. - Eco-innovation (improving product and service designs so they’re based on green processes by products and designing for recycling) - Eco-transparency: gaining and sharing full visibility into the value chain so that your business can promote its green brand and enhance and protect its overall brand. In fact, manufacturers can still achieve cost savings in addition to environmental benefits by integrating their Lean and Green initiatives. Therefore, lean have long been linked to improved operational performance. And there is evidence that these process improvement philosophies and their associated tools improve environmental performance as well (e.g, Clark 1999; Curkovic, Melnyk, Handfield and Calantone 2000; king and Lenox 2001). 56 However it is also possible that these programs, while useful, are not sufficient to become sustainable and long term could even be hindrances (Benner and Tushman 2002). When lean initiatives enable only demanded volumes to flow through the supply chain (and not the safety stock and extra inventory associated with non-lean supply chains), a reduced amount of inventory needs to be sourced, produced, transported, packaged and handled, which also minimizes the negative environmental impact of the supply chain. Furthermore, lean strategies that employ just-in-time (JIT) delivery of small lot sizes can require increased transportation, packaging, and handling that may contradict a green approach (Mollenkopf et al., 2010). Rothenberg et al. (2001) indicates that not all lean processes and waste reduction are positively related to environmental performance or pollution reduction. For example, failing to adopt a holistic view of the supply chain might result in the transfer of wastes to other members of the supply chain, thereby not eliminating waste by simply shifting it to others. If management in the manufacturing company focuses internally to become leaner and pushes inventory away to customers and suppliers, the supply chain could be worse-off than if the manufacturing company holds the necessary amount of inventory to make the supply chain as a whole more efficient, particularly if the inventory costs are higher for other parties in the supply chain. The manufacturing company might be leaner, but the costs and burdens associated with the supplier’s waste ultimately will be passed along to the customer. The implementation of lean thinking requires extending its application across the operations of the key members of the supply chain (Goldsby, Garcia-Dastugue, 2009). Moreover, a supply chain may be currently utilizing its resources efficiently, and producing the desired output, and have sustainable effects but will the supply chain be able to adjust to changes like product demand, supplier shortages, manufacturing unreliability…with the same sustainable effects? For example, a reduction in system resources may negatively affect the supply chain’s flexibility. Lewis (2000) suggested that being “lean” can curtain the firm’s ability to achieve long-term flexibility and sustainable competitive advantage”. Moreover, although lean currently produces environmental benefits and establishes a systematic continual-improvement-based waste elimination culture, lean methods do not explicitly incorporate environmental performance considerations, foregoing some environmental improvement opportunities. From these perspectives, lean production and sustainable supply chain could have contradictory sustainable effects. By recognizing this conflict, firms may be able to identify trade-offs or develop solutions that mitigate undesirable consequences. Thus, there is a need to develop a system approach to understand how firms can best manage these paradigms to optimize the sustainable supply chain as a whole. Different solutions could be possible and be condensed in three themes: - International best practices. The best practices in lean and supply chain management that have received significant attention in regard to sustainability are collaboration and certification. Collaborative behaviors with suppliers and customers are a component of creating an environmentally sustainable supply chains (Carter and Carter 1998; Zhu and Sarkis 2004). Goodman (2000) posits that there have to be incentives to reduce suppliers’ risks from engaging in the new collaborative processes required by sustainability. And Rao and Halt (2005) suggest that firms need to educate their suppliers and have their suppliers educate each other. Furthermore, certification is one of the few areas where social issues such as child labor and unsafe working conditions are addressed in the sustainable supply chain management literature (e.g, Teuscher, Gruninger and Ferdinand 2005). So, international cross-functional collaboration and international certification will increasingly differentiate companies that meet the full range of their strategic goals from those that don’t. Companies that can ensure closer partnerships between international operations and groups will be able to respond more quickly to changing trends at lower costs and with a better competitive advantage. Best practices could be identified for implementing lean sustainable supply chain and could be driven by key performance indicators, company’s carbon footprint that could measure or monitor sustainable supply chain. 57 - Integration To create the link between lean and sustainable supply chains need to integrate lean principles, sustainability goals, supply chain, practices and cognition into day-to-day management (Pagell, Wu, 2009). At the firm level there is evidence that linking sustainability goals and measures to corporate strategy helps to integrate sustainability into what the organization does (Azzone and Noci 1998). At the individual level, employees need to be trained in sustainability (Starik and Rands 1995) and then given incentives to follow through (Daily and Huand 2001). Such linkages provide employees the incentives to pursue sustainability goals such as quality improvement. Without these incentives employees are likely to continue pursuing only traditional goals (Handfield, Melnyk, Calantone and Curkovic 2001). Lean provides an excellent platform for broadening companies’ definition of waste to address environmental risk and product life cycle considerations. Possible coordination or collaboration could exist between the environmental and lean networks. Many consumer manufacturing companies are adopting sustainability initiative in response to internal drivers such as cost reduction, commodity risk management, and upholding corporate culture. Clos-knit collaboration between retailers, distributors and manufacturers appears to be the driver of success for sustainability initiatives. The green supply chain literature has examined the importance of working across the supply chain with both customers and suppliers on environmental initiatives, which has been shown to lead to improved firm performance (Vachon and Klassen, 2006b). More research on the subcomponents of the supply chain should be undertaken to understand how to obtain synergies from the drivers, overcome the barriers, and make trade-offs where necessary (Mollenkopf et al., 2010). Points of convergence have been identified and some principles could be either a driver or a barrier, depending how firms optimizes the trade-off between the two paradigms. This could be done by mapping internal supply chain operations. Identify where environmental and social-responsability problems or opportunities lie. Evaluate alternative ways to make improvements that may require trade-offs between the different paradigms. Thus, it seems to be important to make an assessment of the points of convergence and divergence across these paradigms in terms of sustainable supply chain especially by the value stream map approach. -Reinvent the supply chain: A different theme is on reconceptualizing the supply chain and changing managerial cognitions. An important theoretical discussion suggests that an organization should consider its relationships with the broader social and natural environments. There as a member of the community where its business is conducted, an organization should consider the well-being of broader constituents in the socialecological-industrial system (e.g, Shrivastava 1994). Consequently, companies should pursue broader structural change than they typically do. These may include sweeping innovations in production processes, the development of fundamentally different relationships with business partners that can evolve into new service models (Lee, 2010). The transformation – something radical with supply chain could share networks with adjacent operations, the extended supply chain and different competitors. The transformation could be done thanks to third parties logistics in order to analyze and test the opportunities. 58 CONCLUSION An attempt has been made to present lean and sustainable paradigm in the light of international supply chains. Lean production has an impact on the global sustainable supply chain and conversely but it is difficult to estimate the real effect given the supply chain complexity according to different drivers and barriers. It should be recommended to assess this link in a holistic approach to sustainability. Indeed, the only way companies can recognize and navigate trade-offs or conflicts in their supply chains is to treat sustainability as integral to operations (Lee, 2010) on international markets with suppliers and customers. 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SPÉCIFICITÉ DES PME DE SERVICES SUPÉRIEURS FRANÇAISES A L’INTERNATIONAL : LE RÔLE DES TECHNOLOGIES DE L'INFORMATION ET DE LA COMMUNICATION COLLIN Paul Marc Groupe de recherche Magellan, Université Jean Moulin Lyon 3 THIVANT Eric, Centre de recherche, Université Jean Moulin Lyon 3 MORISET Bruno Université Jean-Moulin Lyon 3, NRS-UMR 5600 EVS BRETTE Olivier INSA de Lyon, CNRS-UMR 5600 EVS 9 Résumé Cet article s’intéresse aux PME Internationales et à la façon dont leur management mobilise les technologies de l’information et de la communication. Il s’agit de voir comment des PME à dimension internationale gèrent la distance et leur éloignement vis-à-vis de leurs clients, alors même qu’elles sont elles-mêmes situées dans des zones d’activités périphériques, dispersées sur un territoire donné en prenant le cas de la France comme exemple. Nous pourrons ainsi voir les différences existantes entre des entreprises à dimension régionale, voire nationale et des entreprises à dimension européenne ou mondiale, et comment elles gèrent leurs technologies de l’information et de la communication sur un territoire donné. Nous présenterons dans un premier temps un état de l’art sur la théorie du management des entreprises internationales et leurs relations à la proximité et/ou distance avec les TIC dans différentes régions françaises, surtout lorsque ces PME sont dans des zones blanches, c'est-àdire exclues des grands axes et réseaux de communication (privées de fibre optique par exemple). Puis nous nous présenterons la méthodologie de l’enquête, le questionnaire et son traitement par le cabinet ENOV Research, les analyses menées et enfin nous nous concentrons sur les perspectives de recherche et notamment envisager la poursuite de ces travaux avec d’autres pays européens comme la république tchèque. Mots-clés : entreprises internationales, PME, technologies de l’information et de la communication, proximité et distance. Abstract This article deals with International SMEs and their strategic management linked with information and communication technologies. We would like to know how International SMEs manage their distance and proximity with clients, when they are themselves in peripherical area. We will take as an example the case of French International SMEs. We will compare the difference in terms of ICT management between local or regional SMEs and European or International SMEs. First of all, we will present the state of Art of International Management Studies, then we will focus on the relations between ICT and 9 Cet article s’insère dans un projet de recherche intitulé : Communication distante, organisation de la production et économie cognitive dans les territoires périphériques : État des lieux et enjeux de développement (http://www.enovresearch.fr/). Le projet est financé par l’Agence Nationale de la Recherche (ANR) et piloté par B. Moriset, responsable scientifique du projet. Cet article a bénéficié de l’expertise d’enseignants-chercheurs de l’université Lyon 3 et de l’INSA de Lyon ainsi que du travail de terrain et des interviews réalisés par J. Beaufrère, Y. Deschaux, et C. Ramirez, étudiants de master à l’Université Jean Moulin Lyon 3 et par J. Smith, R. Rouma, J. Crespy, et C. Maniquet, étudiants en M2 Management Industriel & Logistique à l’IAE de Lyon. Les auteurs remercient également M. le Professeur Y. Chappoz et A. Silem pour leur implication initiale dans ce projet, ainsi que le cabinet ENOV Research pour son implication dans le traitement de l’enquête. http://www.enovresearch.fr/ 64 Entreprises. Secondly, we will focus on the DISCOTEC study, with the development of the methodology, the sample chosen and the analysis of the ground. Finally we will discuss the results and open new perspectives and we will compare our work with other countries such as the Czech Republic Keywords : International Enterprises, International SMES, ICT, Proximity, Distance INTRODUCTION ET RAPIDE ÉTAT DES LIEUX SUR L’UTILISATION DES TIC DANS LES PME En premier lieu, l’utilisation des technologies de l’information et de la communication en France est en progression depuis ces dix dernières années au niveau des entreprises. Selon l’étude PME réalisée par l’observatoire Régional des Télécommunications (ORTEL) réalisé par les cabinets TACTIS et IDATE dans 10 régions françaises10 en 2005, « la croissance du nombre de PC par salarié s’est poursuivi à un rythme régulier, en revanche la croissance du nombre de PC raccordé par salarié s’est sensiblement ralenti par rapport à la période 2002/2004. Il semble qu’en matière de connexion Internet un plafond ait été atteint autour de 90%». De plus dans les régions françaises, « Le taux d’équipement informatique de l’ensemble des PME est inférieur de 3 points à la moyenne nationale. Le taux de connexion Internet de l’ensemble des PME est inférieur de 8 points à la moyenne nationale. » Ceci « nécessite un effort de sensibilisation accru pour convaincre les réfractaires » d’après ce rapport. Des connexions haut débits sont demandées par les PME et elles utilisent principalement l’ADSL qui est « dominant pour 91% des entreprises. » Selon cette étude, « un peu plus de 40% des PME disposent d’un site Web, soit une croissance de 6 points en 12 mois, conforme aux projets des PME. Le taux est inférieur de 13 points à la moyenne nationale. Le palier de 50% reste difficile à franchir dans un grand nombre de zones comme annoncé lors de l’enquête précédente. L’objectif premier des sites Web pour les PME reste la publicité mais aussi dans une moindre mesure le renforcement du service consommateur et la collecte d’informations sur les clients. Bien que modestes, le e-commerce et le recrutement en ligne commencent à séduire les PME. Ces deux services étaient quasiment inexistants en 2004 ». Comme nous pouvons le constater ici la fracture numérique est bien présente sur le territoire français et comme le rappelle Moriset, « le développement de l’économie numérique multiplie les opportunités pour le développement d’activités économiques réalisables à distance » (2011 : 1). Il devient intéressant de se poser des questions concernant le rôle des technologies de l’information et de la communication pour des PME qui veulent se développer notamment à l’international. ÉTAT DE L’ART SUR LE MANAGEMENT DES PME INTERNATIONALES ET LEURS SPECIFICITES Les PME Internationales sont de plus en plus étudiées ces derniers temps et de mieux en mieux connues par de nombreux travaux de chercheurs dont Rallet, Torre, Galliano and Roux. L’un des principaux objectifs de ces chercheurs est de comprendre la spécificité du management de ces entreprises et notamment comment elles peuvent se développer dans un environnement hétérogène et pas nécessairement au cœur des grands centres urbains. Il s’agit alors de répondre à la question de la distance et / ou de la proximité vis-à-vis de leurs fournisseurs et/ou de leurs clients. Les technologies de l’information et de la communication peuvent permettent à ces entreprises d’être plus présentes sur des marchés locaux et / ou lointains. Cependant, tous les chercheurs en sciences de gestion ou en sciences de l’information et de la communication ne sont pas unanimes pour accorder un rôle prépondérant à l’utilisation des technologies de l’information et de la communication pour le développement des entreprises internationales. Certains considèrent qu’ils sont des relais essentiels, mais pas suffisants pour le développement de ces PME à vocation mondiale (Rallet & Torre, 2007). D’autres auteurs attribuent aux TIC au contraire un rôle majeur comme un constituant essentiel de la politique managériale (Laudon & Laudon, 2004) et par voie de conséquence du développement international. L’économie étant mondialisée, toute entreprise, y comprit la PME, doit y participer activement. Cette internationalisation prend différentes formes : export, collaboration, investissement direct. 10 Régions françaises concernées par l’enquête PME ORTEL : Aquitaine, Auvergne, Champagne-Ardenne, Corse, FrancheComté, Ile de France, Lorraine, Picardie, Provence-Alpes-Côte d’Azur, Rhône-Alpes 65 L’observation montre que les profils d’internationalisation sont contrastés, mais qu’industrie et services sont également impactés. Si l’approche collaborative (alliances, joint-ventures,…) est de plus en plus fréquente, force est de constater que l’export reste la modalité la plus fréquente pour les PME. Jusqu’à maintenant l’internationalisation se faisait par étapes, sur le modèle d’Uppsala : export, puis recherche d’un agent, puis ouverture d’une filiale (Johanson & Vahlne, 2009). La tendance plus récente est à la recherche d’une vision d’ensemble de l’internationalisation, de manière individuelle à chaque entreprise ou sous forme d’actions collectives (chambres de commerce, agences, cabinetsconseils, réseaux de dirigeants). Les motivations à l’internationalisation des PME sont très variées, mais le principal reste le chiffre d’affaires additionnel via l’accès aux marchés extérieurs. pour réaliser ce projet, la collecte d’information se fait par les réseaux de dirigeants de PME et de partenaires (fournisseurs, distributeurs). Mais l’enjeu nouveau concerne l’utilisation des TIC, car ils permettent potentiellement de se passer de distributeurs, donc de réduire les coûts tout en favorisant une relation directe avec les clients à l’étranger. L’Internet permet non seulement la vente en ligne, mais fournit une palette considérable d’outils marketing (référencement, réseaux sociaux, forums, …) à la disposition de la PME ayant une ambition internationale. Les réseaux de télécommunications facilitent le processus d’internationalisation de la PME et créent de nouvelles opportunités de contacts et d’affaires à l’international (Spigarelli, 2003 ; Dellner, 1999 ; Karlsson, 1998). Les PME peuvent collaborer au sein de réseaux pour maximiser l’information reçue et traitée par elles. La dimension des politiques publiques n’est pas absente puisqu’ elles peuvent contribuer à créer les conditions de succès des entreprises du pays. Les PME constituent une part importante du développement économique, et du développement international en particulier, tant dans les pays développés que dans les pays émergents. De nombreuses recherches se sont intéressées à cet objet, encouragées par la présence montante des PME dans les opérations internationales. Leur processus d’internationalisation ne cesse de grandir. Les théories traditionnelles de l’internationalisation, focalisées sur les FMNs, ne rendent que partiellement compte des processus à l’œuvre pour les PME, même si quelques travaux en font leur objet de recherche spécifique (Dana, Etemad and Wright, 1999). C’est pourquoi d’autres théories et concepts ont été suggérés : L’approche par phases, l’approche par les réseaux et l’approche de l’entrepreneurship international. L’approche par les étapes consiste à présenter un modèle séquentiel (Melin, 1992). On parle volontiers du modèle d’Uppsala (U-Model, initié par Johanson, Wiedersheim-Paul et Vahlne (1977). Plus récemment, Coviello et Munro (1997) suggèrent que les PME comptent sur leurs réseaux relationnels pour sélectionner des marches étrangers ainsi que les modes d’entrée. L’approche de l’entrepreneur international introduit la notion de Born Global, qui sont de nouvelles entreprises, à vocation immédiatement internationale. Ces recherches ont montré une rapide internationalisation de ces PME (Knight and Cavusgil, 1996). Ici, l’entrepreneur adopte une vision globale de son développement depuis la création. Ce que l’on peut retenir de cette rapide revue de littérature, c’est que les handicaps visibles des PME en matière de taille et de moyens financiers peuvent être partiellement, voire totalement compensés par les effets-réseaux et les stratégies de rapide internationalisation. Cela suppose une approche très ouverte du management, et une confiance en les qualités de sa gamme de produits et services. Les entreprises que nous allons présenter dans la partie empirique du papier utilisent ces approches positives. PROBLÉMATIQUE ET HYPOTHÈSES DE TRAVAIL Dans cet article, nous travaillerons sur la problématique de la spécificité managériale des PME qui se développent à l’international. Notre principale proposition est de considérer que les technologies de l'information et de la communication accompagnent nécessairement le développement international des petites et moyennes entreprises, situées en zones urbaine, péri-urbaine voire dans des territoires ruraux . C’est une condition nécessaire pour le développement de l’international des PME, mais certainement pas suffisante pour expliquer leurs succès. Pour valider cette proposition, nous chercherons à tester l’hypothèse de travail suivante : « Les petites et moyennes entreprises à vocation 66 internationale situées dans des territoires ruraux , péri-urbains ou urbains ont des usages plus avancés des technologies de l’information et de la communication (sites web, vidéoconférence, webconférences, flux rss, etc.), que les petites et moyennes entreprises ayant principalement une clientèle locale, régionale ou nationale et investissent plus en matière d’e-commerce. Nous ferons PRÉSENTATION DE L’ENQUÊTE ET DE L’ÉCHANTILLON RETENU Pour pouvoir démontrer nos hypothèses, nous reprendrons les données récupérées au cours de l’enquête DISCOTEC (pour DIStant COmmunication TEChnology and the Economy of Cognition in peripheral areas). Ce projet est un projet de recherche de trois ans (2009-2011) financé par l’Agence Nationale de la Recherche, piloté par Moriset, responsable scientifique du projet. Nous présentons ici quelques résultats de l’enquête fondés sur les entretiens auprès des entreprises des espaces périphériques. Le premier questionnaire qualitatif comportait près de 128 questions concernant les pratiques des PME en matière de TIC, sur les types d’applications utilisées e, sur la pratique de l'ecommerce et les usages d’outils avancés de communication. Enfin, cette étude s’intéresse aux relations existantes entre les TIC, la situation géographique et les changements organisationnels mis en œuvre dans les entreprises. Une première enquête d’inspiration qualitative a été réalisée auprès d’un échantillon restreint d’entreprises (échantillon de 70 entreprises dont 24 PME à vocation mondiale ou européenne11). Elle a été conduite durant l’année universitaire 2009-2010. Après avoir tiré quelques observations de cette première analyse, une seconde enquête auprès d’un échantillon de près de 400 entreprises rurales dont 107 entreprises à vocation internationale (26,8%) et près de 300 entreprises lyonnaises dont 88 entreprises internationales (29,3 %) a été conduite durant l’année universitaire 2010-2011. Le second questionnaire quantitatif comportait 68 réponses, avec des questions sur les entreprises, les réseaux, les usages et sur le territoire de l’entreprise. Dans le cadre de la présente étude, nous présenterons seulement les résultats sur la typologie des entreprises étudiées, et leurs usages des technologies de l’information et de la communication. Nous ne nous étendrons pas sur le territoire de l’entreprise, car ces questions répondent à d’autres problématiques que nous n’avons pas le temps de traiter ici. ANALYSE DE L’ÉCHANTILLON Voici quelques caractéristiques générales des entreprises étudiées (effectifs courants) ci-dessous. L'étude a utilisé comme base de données un fichier SIRENE de l'INSEE de 4888 entreprises (zone rurale uniquement), réparties dans sept blocs métiers. Près de 400 entreprises en zone rurale et près de 300 entreprises en zone urbaine ont été interrogées par téléphone. Nous avons essayé de conserver une certaine proportionnalité des secteurs par rapport au fichier d'origine. Compte tenu du grand nombre d'entreprises ne comptant aucun salarié (70 %), l'étude n'a pas conservé la représentativité du point de vue des effectifs (40 % d'entreprises sans salariés sur les 400 observations en zone rurale). 11 Parmi ces 16 entreprises, 13 ont moins de 60 salariés (81,3%), une entreprise à entre 60 et 119 salariés (6,3%) et deux plus de 300 salariés (12,5%). Nous avons élargi notre échantillon en considérant qu’il existe 24 PME à vocation soit mondiale, soit européenne. A des fins de comparaison à la suite de l’étude, nous prendrons les 24 PME dans son ensemble (clients internationaux et européens). 67 Base INSEE Observations Bloc Métier A Édition et production de contenus B Informatique C Prépresse, publicité et design D Traduction E Architecture F Activités administratives de bureau et divers G Analyse, ingénierie, contrôle, R&D Total Base Insee Zone Rurale Observation zone Rurale 318 27 Observation zone Urbaine (Lyon) 20 927 694 78 60 58 45 210 778 788 17 64 57 13 48 43 1173 97 73 4888 400 300 Tableau 1 : L’échantillon classé par bloc métier Nous nous sommes concentrés sur quelques « blocs métiers » précis pour que les deux échantillons (zone rurale et zone urbaine) portent sur les mêmes secteurs d'activité. Pour contrôler le facteur "secteur d'activité", il était nécessaire d'interroger des entreprises ayant des activités proches, dans les territoires ruraux d'une part, à Lyon d'autre part. Les entreprises lyonnaises ont été sélectionnées aléatoirement, suivant la distribution des questionnaires ruraux faits. Il n’existe aucun rapport avec la distribution réelle des entreprises lyonnaises. Bloc Métier A B C D E F G Édition et production de contenus Informatique Pré presse, publicité et design Traduction Architecture Activités administrative de bureau et divers Analyse, ingénierie, contrôle technique, R&D Total Zone Rurale Nb. Cit. 27 % 6,75% Zone Urbaine (Lyon) Nb. Cit. % 20 6,67% 78 60 19,50% 15,00% 58 45 19,33% 15,00% 17 64 57 4,25% 16,00% 14,25% 13 48 43 4,33% 16,00% 14,33% 97 24,25% 73 24,33% 400 100 % 300 100 % Tableau 2 : Les métiers étudiés (zone rurale / zone urbaine) Des entreprises de taille identique Pour contrôler le facteur "taille", il était nécessaire d'interroger des entreprises de taille comparable. Une question concerne la taille de l'établissement (90% des entreprises interrogées n'ont qu'un seul établissement, dans le rural comme à Lyon). L'échantillon ne cherche pas à être représentatif de la taille des entreprises. Une majorité de petites entreprises 68 Nr. 1 2à3 4à5 6à9 10 à 19 20 et plus Total Zone rurale Nb. cit. Fréq. Zone urbaine (Lyon) Nb. cit. Fréq. 0 167 119 54 31 22 7 400 0% 41,8% 29,8% 13,5% 10,0% 3,3% 1,8% 100% 1 125 71 47 37 13 6 300 0,3% 41,7% 23,7% 15,7% 12,3% 4,3% 2,0% 100% Tableau 3 : Effectif courant de l'établissement (zone rurale / zone urbaine –agglomération de Lyon) Deux questions étaient posées aux entreprises pour connaitre le type de clientèle qu’elles visaient. La première question était une question à choix suggéré multiple avec plusieurs réponses possibles sur la géographie des clients et la seconde sur la clientèle principale de l’entreprise. À l'issue de ces questions, nous avons obtenu deux tableaux importants ci-dessous. Géographie des clients Locale Zone rurale Nb 267 % 66,8% Zone urbaine Nb 247 % 82,3 % Régionale 241 60,3% 234 78,0 % Nationale 199 49,8% 187 62,3 % Internationale 107 26,8% 88 29,3 % Non réponse 5 1,3% 5 1,7 % Tableau 4 : La géographie des clients NB P plusieurs réponses possibles Pour l'analyse croisée, les entreprises ont été classées en quatre catégories d'échelle croissante, qui s'excluent mutuellement : Catégorisation par type de clientèle A : Revendiquent uniquement une clientèle locale : B : Possèdent une clientèle régionale, ou régionale et locale C : Clientèle nationale (sans exclure A ou B) mais pas internationale D : Servent des clients à l'international (sans exclure A, B, ou C) Non réponse Total Zone rurale Nb % 67 16,75 % Zone urbaine Nb % 28 9,3 % 108 27 % 80 26,7% 113 28,25% 99 33 % 107 26,75 % 88 29,3 % 5 400 1,25 % 100 % 5 300 1,7 % 100 % Tableau 5 : catégorisation par type de clientèle (zone rurale versus zone urbaine) 69 Pour synthétiser, en zone rurale 220 entreprises sur 395 ont répondu (55,7 %) qu’elles travaillent à longue distance (clientèle nationale ou internationale), alors que 175 entreprises (44,3 %) se cantonnent à un marché local ou régional, dont 67 opérant uniquement localement. En zone urbaine, 187 entreprises déclarent travailler au niveau national ou international et seulement 108 au niveau local ou régional. Concernant les entreprises internationales, nous pouvons aussi les classer par bloc métier : ainsi nous recensons 107 entreprises à vocation internationale (26,8%) dans les zones rurales et près de 88 entreprises à vocation internationale en zone urbaine ou péri urbaine (29,3 %) de notre échantillon total de 700 entreprises (400 entreprises en zone rurale et 300 entreprises en zone urbaine). Bloc Métier (entreprises Zone Rurale internationales) Nb. Cit. A Edition et production de 9 contenus B Informatique 21 C Pré presse, publicité et 11 design D Traduction 14 E Architecture 15 F Activités administrative de 11 bureau et divers G Analyse, ingénierie, 26 contrôle technique, R&D Total 107 % 8,41% Zone Urbaine (Lyon) Nb. Cit. % 11 12,50% 19,63% 10,28% 18 12 20,45% 13,64% 13,08% 14,02% 10,28% 12 7 4 13,64% 7,95% 4,55% 24,30% 24 27,27% 100 % 88 100 % Tableau 6 : Bloc Métier (entreprises internationales) Concernant les effectifs courants dans les entreprises à vocation internationale, nous pouvons observer un nombre important de petites entreprises. Nombre de salariés Zone Rurale Zone Urbaine (agglomération lyonnaise) Nb. Cit. % Nb. Cit. % 1 42 40 39,25% 45,45% 2 20 12 18,69% 13,64% 3 à 5 (exclus) 20 17 18,69% 19,32% Entre 5 et 10 (inclus) 14 15 13,08% 17,05% Plus de 10 11 4 10,28% 4,55% 107 100 % 88 100 % Tableau 7: Effectif courant dans les entreprises internationales (questionnaire quantitatif) Comme nous pouvons le voir sur notre graphique les petites et moyennes entreprises à vocation internationale ont moins de 50 salariés généralement, à quelques exceptions près (dans l’agglomération lyonnaise, nous avons identifié une entreprise de plus de 250 employés et une autre de plus de 80 employés). En moyenne, les PME Internationales emploient 3,94 salariés sur place. Et en moyenne près de 38,50 salariés tous établissements confondus. Pour pouvoir tester notre hypothèse principale qui postule que « les petites et moyennes entreprises à vocation internationale situées dans des territoires ruraux, péri-urbains ou urbains ont des usages plus avancés des technologies de l’information et de la communication (sites web, vidéoconférence, webconférences, flux rss, etc.), que les petites et moyennes entreprises ayant principalement une clientèle locale, régionale ou nationale et investissent plus en matière d’e-commerce. 70 Les entreprises internationales et leur présence sur internet (site web) En utilisant les résultats de l’étude quantitative, il apparaît que les PME à vocation Internationale sont davantage présentes sur internet que celles à vocation locale, régionale ou nationale. Type de PME /Site web Internatio nale Zone Rurale chi2 =3,471, ddl=1, p=0 ,062 Nb % Nb % . . Cit Cit . . Ou No i n 66 30,56% 41 22,28% Zone Urbaine (agglomération lyonnaise) chi2 = 6,071, ddl = 1, p=0,014 Tota Nb. % Nb % Total l Cit. . Lyon Rura Oui Cit l . No n 35,03 21,14% 107 62 26 88 % 61,68% 38,32% 100 % 70,45 29,55 % 100% 75,61% 207 44,93% 100% % Nationale, Régionale , locale 15 0 69,44% 14 3 77,72% 293 114 93 % 51,19% 48,81 100 % 55,07 % Non réponse 64,41 0 21 6 0 100 % 0 18 4 0 100 % % 0 1 0,56% 4 3,25% 5 400 177 100% 12 3 100% 300 Tableau 8 : type de PME et site web L’analyse de ce tableau montre qu’il existe une relation significative entre ces deux variables (type de PME et site web). Il nous faut alors calculer le khi-deux pour vérifier notre hypothèse sur ces deux échantillons. En ce qui concerne la zone urbaine ou périurbaine, le nombre d’observations valides est de 295 entreprises, soit 98.3 % de notre échantillon. Le Khi-Deux de Pearson est de 6.071, avec un degré de liberté équivalent à 1 et une signification asymptotique de 0,014, ce qui est très significatif. 1-p = 98,6 %. Nous avons fait de même avec la zone rurale. Le nombre d’observations est cette fois-ci de 400 entreprises. Le Khi-Deux de Pearson est de 3,471 (ce qui est encore plus élevé), avec un degré de liberté équivalent à 1 et une signification asymptotique de 0,062, ce qui est encore un peu significatif. La dépendance entre les deux variables nous confirme qu’il existe bien une relation entre la mise en place d’un site web et le type de PME (internationale ou non). En résumé, une entreprise est plus souvent internationale quand elle a un site web, que quand elle n’en a pas. Et cela est vrai pour 6 % dans les zones rurales et moins de 5 % pour les zones urbaines. Les analyses complémentaires menées au cours de l’analyse qualitative complète ces observations, même si elles ne nous permettent pas de tirer d’autres conclusions aussi tranchées. Conférences téléphoniques et entreprises 71 De même nous avons voulu savoir si les PME Internationales utilisent ou non les conférences téléphoniques. Or comme nous pouvons le voir dans le tableau 8, lorsque nous faisons un tableau croisé dynamique et le test du Khi-Deux, la dépendance entre ces deux variables est très significative pour les PME Internationales de la zone urbaine et périurbaine (chi2=14,368, dll =1, p=0.0001%). Type de PME/ Conféren ce téléphoni que Internatio nale Zone Rurale chi2 =9,292b, ddl=1, p=0 ,002 Nb % Nb % . . Cit Cit . . Ou No i n 41,79% 23,72% Zone Urbaine (agglomération lyonnaise) chi2 = 14,368 a, ddl = 1, p=0.0001 Tota Nb. % Nb. % Total l Cit. Cit. Lyon Rura Oui Non l 48,44 107 24,15% 88 64,77 100% % 28 Nationale, Régionale , locale 26,17% 79 58,21% 73,83% 100 % 31 76,28% 293 39 13,31% 25 4 86,69% 100 % 35,23 57 % % 50,00 74,15% 207 84,54% 100% % 32 15,46 175 % Non réponse 0 67 0 100 % 0 33 3 0 100 % 0 1 1,56% 4 1,69% 5 400 64 100% 236 100% 300 a. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 18,79. b. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 17,92. Tableau 9 : Type de PME / Conférences téléphoniques Concernant les PME à vocation internationale qui sont situées dans des zones rurales, nous avons fait aussi un tri croisé avec celles qui font régulièrement des conférences téléphoniques, et un test de dépendance. Et comme nous pouvons le voir dans le tableau, la dépendance entre les deux variables est très significative, ce qui nous confirme qu’il existe bien une relation entre le fait d’organiser des conférences par téléphone et le type de PME (internationale ou non). La valeur du Chi2 est même très élevée chi2=9,292, ddl=1, p=0.002. Ce qui signifie là encore qu’on a plus de chance de croiser une entreprise internationale qui fait des conférences téléphoniques que quand on est une entreprise nationale, régionale ou locale et cela en raison de 0.2% La Visioconférence au cœur des entreprises internationales Pour la question de la visioconférence, nous obtenons aussi des résultats assez proches de ceux des conférences téléphoniques. Nous avons fait l’hypothèse que les PME Internationales utilisaient la visioconférence. La dépendance est très significative avec un chi2=8,036, dll=1 et un p=0.005). Donc 72 les PME qui se développent à l’internationale et qui sont situées dans des zones urbaines et périurbaine ont tendance à utiliser la visioconférence avec un taux d’erreur de 0.5%. Au cours de l’enquête qualitative, nous avons rencontré une société anonyme, que nous appellerons Logiglobe, qui utilise la vidéoconférence. Elle travaille régulièrement par vidéoconférence via Skype, pour discuter avec ses collaborateurs et ses administrateurs résidant à l'étranger, dont un à Londres. La conférence téléphonique étant utilisée de temps en temps. Selon Bruno Moriset, « la plus grande partie des entreprises utilise Skype. Et il est intéressant de noter que les entreprises urbaines sont un peu plus fréquemment équipées d’une installation dédiée en interne. Mais le nombre reste faible (8 sur 300). » (Moriset, 2011). Pour la question de la visioconférence dans les territoires ruraux, le test de dépendance des deux variables est aussi assez significatif, (chi2= 20.075, dll=1, p=0,0001). Une étude plus poussée serait nécessaire sur le type de réseaux sociaux utilisé par les entreprises internationales. Bruno Moriset a d’ailleurs constaté que « les entreprises rurales utilisent trois fois moins les réseaux sociaux à vocation professionnelle comme Viadéo, Linkedin ou Twitter, et privilégient Facebook. » Type de PME/ webConféren ce ou VisioConféren ce Internatio nale Zone Rurale Zone Urbaine (agglomération lyonnaise) chi2 =20,075 ddl=1, p=0 ,0001 chi2 = 8,036 a, ddl = 1, p=0.005 Nb % Nb % Tota Nb. % Nb. % Total . . l Cit. Cit. Lyon Cit Cit Rura Oui Non . . l Ou No i n 51,85% 22,83% 107 45,28 25,91% 24 64 88 % 28 26,17% 79 73,83% 100 % 27,27 72,73% 100% 72,47% 207 86,47% 100% 1,69% 5 100% 300 % Nationale, Régionale , locale 48,15% 77,17% 293 28 52,83 179 % 26 8,87% 26 7 91,13% 100 % 13,53 % Non réponse 0 54 0 100 % 0 35 7 0 100 % 0 400 1 1,56% 4 100% a. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 15,51. b. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 14,45 Tableau 10 : type de PME / Visioconférence 73 La question du travail collaboratif reste posée Enfin, nous avons voulu savoir si ces entreprises internationales travaillent de manière étendue avec des collaborateurs du monde entier. Elles seraient donc susceptibles d’utiliser davantage d’outils de travail collaboratif. Aussi nous avons mené différents tests de dépendance entre la variable « type de PME » et « outil de travail collaboratif ». Mais là les dépendances ne sont pas significatives (chi2 = 0.831, ddl=1, p =0,362) pour les zones urbaines ou périurbaines. Il en est de même pour les zones rurales (chi2=5.614, ddl=1, p=0.18). Ce dernier test renforcerait l’hypothèse de l’existence de PME Internationales travaillant avec un faible taux d’utilisation d’outils collaboratifs. Donc il semble difficile de dire que les PME Internationales utilisent vraiment plus les outils de travail collaboratif de type groupware autre que le courrier électronique, dans ces zones urbaines et périurbaines. Comme exemple d’outils de travail collaboratif, nous pouvons citer Lotus Note/Domino, Oracle Communications, Contact Office, OpenGroupware, Open-Xchange, Google Documents, etc. Dans l’enquête qualitative, un dirigeant nous explique qu’ « il aimerait utiliser des outils collaboratifs. Il est parfois amené à collaborer sur plusieurs modules (Afrique, Maroc, Allemagne) avec des free-lances. Il collabore avec une boîte en Afrique de Sud qui fait des thèmes (templates) payants […], il en est le traducteur universel. Il a accès aux thèmes gratuitement. Pas de factures, pas de contrats mais c'est donnant-donnant. » Zone Rurale Zone Urbaine (agglomération lyonnaise) Type de b chi2 =5,614 , ddl=1, p=0.18 chi2 = 0.831 a, ddl = 1, p=0,362 PME/ groupwar Nb % Nb % Tota Nb. % Nb. % Total e . . l Cit. Cit. Lyon Cit Cit Rura Oui Non . . l Ou No i n Internatio 34,78 28,35% 18 41,86% 89 24,93% 107 16 72 88 nale % 16,82% 83,18% 100 % 18,18 81,82% 100% 70,08% 207 85,99% 100% % Nationale, Régionale , locale 25 58,14% 26 8 75,07% 293 29 63,04 178 % 8,53% 91,47% 100 % 14,01 % Non réponse 0 43 0 100 % 0 35 7 0 100 % 0 1 2,17% 4 1,57% 5 400 46 100% 254 100% 300 a. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 13,42 b. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 11,50 Tableau 11 : Type de PME/ Groupware 74 Enfin notre deuxième partie d’hypothèse postule que les « petites et moyennes entreprises à vocation internationale situées dans des territoires ruraux, périurbains, urbains, investissent plus en termes de e-commerce, que les petites et moyennes entreprises à vocation locale, régionale ou nationale ». Pour le e-commerce, les données qualitatives recueillies dans les zones rurales ne nous permettent pas de trancher. En revanche, avec les données quantitatives, le lien de dépendance entre la vocation de l’entreprise et l’e-commerce est très significatif pour les zones rurales (chi2 = 13,67, dll=1, p=0,0001). Les deux variables sont donc bien dépendantes pour la zone rurale. Pour les PME Internationales situées dans les zones urbaines ou périurbaines, la relation entre les deux variables n’est pas significative (chi2=2.359, dll=1, p=0,125). Cependant il est difficile de conclure car l’effectif des entreprises internationales urbaines ayant répondu positivement est faible (9 réponses). Zone Rurale Zone Urbaine (agglomération lyonnaise) Type de chi2 =13,677 ddl=1, p=0,0001 chi2 = 2,359 a, ddl = 1, p=0,125 PME/ ecommerc Nb % Nb % Tota Nb. % Nb. % Total e . . l Cit. Cit. Lyon Cit Cit Rura Oui Non . . l Ou No i n Internatio 42,86 28,32% 19 52,78% 88 24,18% 107 9 79 88 nale % 17,76% 82,24% 100 % 10,23 89,77% 100% 70,25% 207 94,69% 100% % Nationale, Régionale , locale 17 47,22% 27 6 293 11 52,38 196 % 5,80% Non réponse 75,82% 0 36 0 100 % 0 36 4 94,20% 100 % 0 0 0 0 5 1,79% 5 400 20 100% 280 100% 300 100 % 5,31% a. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 5,97 b. 0 cellules (0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est de 9,63 Tableau 12 : tableau croisé (Type de PME / e-commerce) Concernant les zones rurales, nous avons voulu aussi croiser le type de PME et le e-commerce (voir tableau ci-dessous). Là le nombre d’entreprises réalisant du e-commerce est faible en milieu rural (67 sur 400). L’effet de levier du e-commerce est cependant intéressant et permet de lever toute ambigüité quant à son intérêt pour les PME Internationales qui peuvent voir leur chiffre d’affaire bien augmenter. A partir de l’étude qualitative, nous avons pu observer quelques atouts pour les PME qui veulent se développer à l’international. 75 géographie clients/Ventes Ecommerce local régional national européen mondial TOTAL Non réponse 6 7 17 12 13 55 Moins de 10 1 0 2 2 1 6 De 10 à 20 1 1 1 0 1 4 De 20 à 60 0 0 0 0 0 0 60 et plus 0 0 3 3 2 8 TOTAL 8 8 23 17 17 73 Tableau 13 : Pourcentage des ventes effectuées en e-commerce Discussion: Notre papier s’intéresse à la façon dont les PME utilisent les TIC pour s’internationaliser. Les TIC leur permettent de réduire les distances vis-à-vis de leurs clients et de leurs prestataires. Si les TIC ne remplacent pas les rencontres physiques, elles permettent cependant d’accélérer et de fiabiliser les conventions à passer entre partenaires. Il est à remarquer que les TIC sont particulièrement pertinents pour les entreprises installées en zone rurale (pour certaines très enclavées) et pour la dimension échange d’informations et prestations de services. Notre hypothèse d’utilisation plus avancée des TICs par les PME enclavées ayant une ambition internationale est vérifiée sur notre échantillon (cf. tableau 8). Si l’on compare entreprises de zone rurale et de zone urbaine, il est à noter que dans chaque sous-population, un tiers déclare avoir une clientèle internationale. Le débat est ouvert sur la corrélation versus la causalité. Nous observons qu’une entreprise est plus souvent internationale quand elle a un site Web. Mais est-ce le site Web qui donne une visibilité et donc un potentiel international à cette entreprise ou bien l’ambition internationale qui nécessite de passer par la conception et l’installation d’un site Web. En outre, les technologies évoluant très vite, il serait intéressant de poursuivre l’investigation par une phase qualitative approfondie et longitudinale pour tracer les évolutions des stratégies Web, Web 2.0, Réseaux Sociaux (Facebook, Twitter, …) et mobiles. Autre apport de notre étude (cf. tableau 9) : Il existe une relation entre le fait d’organiser des conférences téléphoniques et le caractère international de la PME. De la même façon, la visioconférence est au cœur des entreprises internationales (cf. tableau 10). Une étude plus poussée serait nécessaire sur le type de réseaux sociaux utilisés par les entreprises internationales. À noter que la notion d’entreprise internationale dans notre travail n’est pas exempte d’ambiguïté, dans la mesure où elle est basée sur du déclaratif. Quant au travail collaboratif, sa question reste posée. En effet, les dépendances sont ici peu significatives. Nous avons lu que l’internationalisation est perçue comme un processus et que l’effet-réseau y est non négligeable. La PME s’appuie sur cet effet-réseau pour compenser son handicap de taille dans la compétition internationale. Si les séquences du modèle Uppsala ne sont pas flagrantes sur notre échantillon, nous observons surtout le jeu subtil entre le local et le global, à travers l’appartenance à des partenariats locaux (à travers des télécentres, par exemple) d’une part, et l’encastrement dans des réseaux internationaux de type dyadique (couple fournisseur-entreprise et/ou entreprise/client final). Les limites de notre travail concernent en particulier le manque de profondeur et de précision des informations. À titre d'exemple, nous proposons de prolonger le travail sur les sites Web afin de distinguer entre sites-vitrines et site de type transactionnel. Ce sera la mission d’un prolongement de recherche. 76 Conclusion Cette analyse est très encourageante et montre l’intérêt d’une étude approfondie et plus larges sur les PME à vocation internationale qui sont situées sur des zones rurales, loin des grandes agglomérations, et les comparer à des zones urbaines ou périurbaines, mieux desservies en termes de services et de réseaux. Nos hypothèses n’ont pu toutes être démontrées, mais cela nous a ouvert de nouvelles perspectives de recherche. Il semble toutefois indéniable qu’il existe une relation significative entre les PME à vocation internationale et le développement des sites d'e-commerce. Cette courte analyse nous a permis de démontrer la spécificité managériale des PME à vocation internationale, notamment en termes de gestion des technologies de l’information et de la communication, à travers l’étude que nous avons menée au cours du projet DISCOTEC. 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Jiří CHALOUPKA University of Economics, Prague [email protected] Abstract The main objective of this paper is to quantify the degree to which stock markets of new member states are integrated with the markets of the euro area and to examine the evolution of the integration process during the period 2000–2011. For this purpose, the methods used by the Czech National Bank were utilized. The price-based measures, which analyze the synchronization of stock market trends, show that before the crisis the correlation coefficients gradually grew and the standard deviation was relatively low which indicates an ongoing process of convergence of the stock markets. After September 2008, however, the correlation coefficients increased even sharply but the cross-country standard deviation also grew which can be explained by an external shock that affected both NMS and euro area stock markets but each of the markets in a different way. The news-based measures, which examine the response of asset prices in individual countries to common factors, also indicate a convergence process before the crisis, but the results are not statistically significant. According to these measures, during the financial crisis and the following period the stock markets of new member states were more sensitive to news common to euro area market. Even though, these results are statistically significant, the model seems to be inappropriate to measure the state of integration. Key words: Stock Market, Financial Integration, Regression Analysis JEL Classification: F36, G01, G15 1. Introduction The process of globalization is characterised by integration of national financial markets into one global market. According to economic theory, financial markets are fully integrated if market participants with the same relevant characteristics face a single set of rules when they decide to deal with financial instruments. As a result, the law of one price should hold on fully integrated financial markets. Financial account liberalization, legislative harmonization, market structure consolidation and technical innovations are the main drivers of financial integration reduce costs associated with crossborder investment and thus investors from one country can easily buy assets in other countries. Consequently, investors can choose from a wider range of financial assets and can diversify their portfolios more effectively. After removal of barriers for international capital flows, the only factor that should determine investment decisions is the risk-free return. Due to the international arbitrage, the price of capital should then become equal all over the integrated markets. This effect leads to better allocation of capital among countries and thus, companies have access to more capital which enables economic growth.13 12 This paper was written as a part of a research project IGS F2/5/2011 Importance of Financial Markets for International Business in a Globalized World Economy. 13 For comprehensive overview of expected positive and negative effects, see: AGÉNOR, P. R.: Benefits and Costs of International Financial Integration: Theory and Facts. Washington: World Bank, 2001. [on-line]. [Accessed 2011-04-25]. Available at: 80 The international movement of capital, however, leads to synchronisation of stock market trends because national stock markets get affected more by news common to the whole global economy. Therefore, the risk premiums of national markets converge and global risk factors become more important than local risk factors. This leads to negative side-effect of the integration in the form of financial contagion, i.e. the transmission of negative shocks from one economy to other previously healthy economies. An example of financial contagion was apparent during the recent financial crisis and the following sovereign debt crisis which suggests a high degree of financial integration. Financial contagion affects the stability of the whole financial system which is of great importance for central banks. Hence, both the European Central Bank and the Czech National Bank (hereinafter referred to as CNB) regularly measure the degree to which financial markets are integrated. Due to the ongoing process of convergence of new member states (hereinafter referred to as NMS) to euro area, it is important to examine the degree to which their stock markets are sensitive to news from euro area stock markets and to which trends of these markets are synchronized. This paper examines the degree to which stock markets of the NMS are integrated with the euro area stock markets and analyzes the process of integration during the period of January 2000 – April 2011 utilizing the methods used by the CNB. 2. Methodology Methods for measuring the financial integration used by the ECB and the CNB are based on previous research papers, notably Adam et al. (2002), Adjaouté and Danthine (2003) and Baele et al. (2004) which used various methods to measure the degree of integration.14 Methods used by these authors can be divided into three groups – price-based, news-based and quantitative-based measures. In this paper, the price-based and news-based measures that the CNB uses are adopted. Price-based measures are based on the law of one price, which as mentioned above, should hold in fully integrated financial markets. However, it is difficult to simply compare prices of various stocks due to their different cash flows and risk characteristics. Rates of return on stock market indices are therefore used and not the levels but the co-movements of these rates are compared. As the integration grows, the synchronisation should rise. The simplest way to examine the degree of stock market co-movements is to measure the correlation between rates of returns of two indices. The higher the correlation coefficient between national market and the benchmark market is, the higher the degree of integration is. However, the economic interpretation of this measurement is questionable, since market returns may covary as the markets are hit by the same shock. Since EU is undergoing the process of real convergence and political integration, growing correlation coefficients may rather reflect these factors than increasing financial integration. For this reason it is useful to interpret results of correlation analysis with consideration to a crosscountry standard deviation of stock returns. The cross-country standard deviation is expressed by the following formula: http://wwwwds.worldbank.org/servlet/WDSContentServer/WDSP/IB/2001/11/28/000094946_01111404010072/Rendered/ PDF/multi0page.pdf. 14 ADAM, K., JAPELLI, T., MENICHINI, A., PADULA, M., PAGANO, M.: Study to Analyze, Compare, and Apply Alternative Indicators and Monitoring Methodologies to Measure the Evolution of Capital Market Integration in the European Union. [on-line]. Salerno: CSEF, 2002. [Accessed 2011-02-25]. Available at: http://ec.europa.eu/internal_market/economic-reports/docs/020128_cap_mark_int_en.pdf. BAELE, L., FERRANDO, A., HÖRDAHL, P., KRYLOVA, E., MONNET, C.: Measuring Financial Integration in the Euro Area. Frankfurt am Main: European Central Bank, 2004. [on-line]. [Accessed 2011-01-03]. Available at: http://www.ecb.europa.eu/pub/pdf/scpops/ecbocp14.pdf. ADJOUTÉ, K., DANTHINE, J.: European Financial Integration and Equity Returns: A Theory-Based Assessment. Frankfurt am Main: European Central Bank, 2003. [on-line]. [Accessed 2011-04-25]. Available at: http://www.ecb.int/events/pdf/conferences/danthine_comp.pdf. 81 , (E1) where denotes the cross-country standard deviation at the time t, is the return on national index of the particular country c at the time t, denotes the mean of the data set at the time t and N is the number of countries in the data set. This method measures the degree of integration for the whole market. The less the is, the higher degree of integration has been reached. News-based measures are based on the assumption that asset prices should only react to news common to the whole market because local shocks can be easily diversified by investing in assets from other countries and therefore do not constitute a systematic risk. The news-based measures, therefore, measure the proportion of asset price changes that can be explained by common news. Changes in the price of a benchmark asset serve as a proxy for the common news. These changes should therefore explain the changes in asset prices in national markets. To measure this relation, the CNB uses the following regression equation: , (E2) where represents a change in the price of asset for the country c at the time t, is the change in the price of the benchmark asset at the time t, is a constant and represents a specific shock for the country c at the time t. In a fully integrated financial market, a) should equal to 0, b) should equal to 1 and c) a proportion of variance should also equal to 1. If values are higher than 1 then the prices of local assets react stronger to the common of the coefficient news than the prices of the benchmark assets. If the value of is negative, then the response of the 15 price of the local asset is inverse. All these methods are used by the CNB16 to measure the financial integration among Central European countries. However, in this paper the integration is examined among larger sample of countries, namely Czech Republic, Slovakia, Poland, Hungary, Slovenia, Estonia, Latvia, Lithuania, Bulgaria and Romania. Contrary to the Czech National Bank, all the results presented in this paper include pvalues, F-statistics and coefficients of determination in order to test significance of these results. To measure the integration, it is necessary to choose appropriate benchmark portfolio that can reflect changes in all asset prices in a particular stock market. As benchmark portfolios for local stock markets, the national stock indices were chosen17 and as a benchmark portfolio for the euro area stock market, the Dow Jones EURO STOXX 50 index is used. As global markets are predominantly affected by changes in U.S. stock market, the S&P 500 index was chosen to serve as a proxy for the global stock market. In this paper, weekly data were used because they partially enable to solve the problem of time lags and time series incompleteness. All the data were collected from the databases of Reuters and Patria. The problem, however, was that data for Bulgaria in these databases start in October 2000, for Slovenia, they end in June 2010 and for Malta and Cyprus, they are so short and incomplete that these two countries were not included in analyses. Before starting with the measurements, the returns of stock market indices should be first tested for non-stationarity. Because stock market indices are time series data, there is a risk of spurious regression when applying the models. Even though, the models use rates of return on indices, i.e. the 15 BAELE, L., FERRANDO, A., HÖRDAHL, P., KRYLOVA, E., MONNET, C.: Measuring Financial Integration in the Euro Area. Frankfurt am Main: European Central Bank, 2004. [on-line]. [Accessed 2011-01-03]. Available at: http://www.ecb.europa.eu/pub/pdf/scpops/ecbocp14.pdf. p. 19. 16 BABECKÝ, J., KOMÁREK, L., KOMÁRKOVÁ, Z.: Finanční integrace v době finanční (ne)stability. [on-line]. Praha: CNB, 2010. [Accessed 2011-02-28]. Available at: http://www.cnb.cz/miranda2/export/sites/www.cnb.cz/cs/financni_stabilita/zpravy_fs/FS_2009-2010/FS_20092010_clanek_II.pdf. 17 For the new member states the following indices were used: PX index for the Czech Republic (CZ), SAX index for Slovakia (SK), WIG index for Poland (PL), SBI index for Slovenia (SL), BET index for Romania (RO), SOFIX index for Bulgaria (BG), OMX Tallinn index for Estonia (EE), OMX Riga index for Latvia (LV) and OMX Vilnius index for Lithuania (LT). 82 relative differences between the levels of indices, they still can contain a unit root. In this paper, the Augmented Dickey-Fuller test is applied in order to test the hypothesis that a particular time series has a unit root. Akaike Information Criterion was used to determine the number of lags. Table 1 presents the results of ADF tests. Table 1: ADF test statistics for the rates of return on NMS stock market indices for the period of 2000– 2011. US EU CZ SK PL HU SL BG RO EE LV LT ADF test statistics -9.05 -9.15 -9.41 -12.39 -9.47 -11.21 -4.79 -10.05 -11.99 -8.10 -6.89 -8.96 Source: Author's calculations using latest data from Reuters and Patria. The critical value for all the tested time series is -3.97 for the 1 % significance level. Because the ADF test statistics are lower for all the time series, the null hypothesis that the unit root exists can be rejected in all cases. The Durbin-Watson statistics range from 1.99 to 2.01 for the whole dataset, which means that the results are reliable as the problem of autocorrelation does not exist. Therefore, the time series are stationary at 1 % significance level and the regression analysis can be applied. 3. Price-based measures During the examined period, the returns on stock market indices of NMS followed similar trend as the stock market of the euro area. Chart 1 shows the evolution of the returns that were smoothed by the Hodrick-Prescott filter (λ = 270,400) to highlight the trend. Chart 1: Returns of the NMS stock market indices during 2000–2011. Source: Author's calculations using latest data from Reuters and Patria. Stock markets of both the NMS and euro area were hit by the burst of the internet bubble in 2000. However, the NMS markets recovered from the down-turn faster than the market of euro area which continued to decline till March 2002. Returns on NMS indices generally rose during 2001–2003 but the rise varied substantially among the NMS. This suggests divergence of the NMS markets not only from the euro area market but also among these countries during this period. Over the period 2003– 2007, however, the differences in returns gradually diminished, from which the converging trend can be inferred. In September 2008, all the stock markets were hit by the fall of Lehman Brothers, large American investment bank. However, the fall in stock market returns differed among the NMS. Bulgaria, 83 Romania and the Baltic states faced a more severe downturn than the Central European countries. In mid-2009, the trend changed into the bull market and the rates of return increased. However, in the beginning of 2010 the bear trend prevailed again as a result of Greek fiscal problems. It is apparent from Chart 1 that the trend of Slovak market differs from the trend of other markets over the examined period. This is because the Slovak market is highly illiquid. Chart 2 shows that during the period 12/2004–4/2011 the correlation coefficients between NMS index returns and euro area index return differed substantially among the NMS. The Czech Republic, Hungary and Poland were countries with the highest correlation coefficients during the whole period. On the contrary, Slovak and Latvian markets reported the lowest correlation coefficients with the euro area market. Before the beginning of financial crisis in September 2008, correlation coefficients of the majority of NMS gradually grew. However, correlation coefficients of Bulgaria, Estonia and Lithuania declined. In this period, Bulgaria, Romania, Slovenia, Slovakia and Latvia were the markets with the lowest correlation coefficients, ranging from -0.08 to 0.37. In September 2008, the correlation coefficients of all markets increased substantially. The biggest jump was observed in Romanian, Bulgarian and Latvian market. The highest correlation, however, was reached by the Czech market at the level of 0.78. Except for Slovakia and Latvia, correlation coefficients for all NMS exceeded the level of 0.40. It seems that during the financial crisis and the subsequent period the integration of NMS stock markets to euro area increased. Movements of the Czech, Polish, Hungarian and Romanian markets were and still are highly correlated with the movement of euro area market. However, to draw definite conclusion more factors must be taken into account. 84 Chart 2: Rolling correlation coefficients between NMS index returns and the euro area index return during 2005–2011. Source: Author's calculations using latest data from Reuters and Patria. The rolling window was set for five years, i.e. 260 weeks. All coefficients are significant at least at 5 % level. Chart 3: Rolling correlation coefficients between NMS index returns and the US index return during 2005–2011. Source: Author's calculations using latest data from Reuters and Patria. The rolling window was set for five years, i.e. 260 weeks. All coefficients are significant at least at 5 % level. 85 Looking at the correlation coefficient of US market, it is apparent that the correlation between American and European market is high. Consequently, the evolution of correlation coefficients of NMS stock markets with the US market was analogical as shown on Chart 3. Cross-country standard deviation of market returns on national stock markets (sometimes called the sigma-convergence) presented on Chart 4 is considered to express the overall degree of stock market integration. The lower the standard deviation, the higher the degree of integration is. Till June 2001, the standard deviation increased and since then decreased. The downward trend persisted until June 2006 and then remained relatively low (with minor exception in the year 2005) until January 2007 when there was a radical increase in standard deviation that lasted till January 2009. These results imply that during the periods of economic growth, the stock markets converged to the euro area, but during the periods of economic down-turn the NMS markets started to diverge. Chart 4: Cross-country standard deviation for the NMS and euro area index returns during 2000–2011. Source: Author's calculations using latest data from Reuters and Patria. The data were smoothed by the Hodrick-Prescott filter (λ = 270,400). To draw a conclusion, during 2001–2007 the correlation coefficients increased, which means that the movements of NMS indices returns were more and more strongly linked, and the standard deviation decreased, which implies that the returns moved more and more closely to each other. During this period the stock markets of NMS witnessed the ongoing process of integration to euro area stock market. On the other hand, when comparing the evolution of correlation coefficients and the crosscountry standard deviation for the period of 2007–2009, the data seem to give contradictory results. During the period of financial crisis, the correlation coefficients increased substantially but the standard deviation also grew dramatically. The possible explanation of this phenomenon is that the markets of NMS were hit by the same shock and thus their indices moved in the same direction. However, the fall in returns differed among the NMS. It can be seen on Chart 1 that, even though there was a fall in returns in all NMS, the fall in Bulgaria, Romania and the Baltic states was more severe than in the Central European countries. 4. News-based measures News-based measures, as mentioned above, examine the degree to which the returns of particular national stock indices are influenced by common news, i.e. the news from euro area. Coefficient gamma from the regression equation (E2) indicates the percentage change of the movements of national stock indices that can be explained by the movements of the euro area stock index. Chart 5 presents the evolution of rolling gamma-coefficients for the NMS over the period of December 2004 – April 2011. If the coefficient equals to one, the market is fully integrated. 86 Chart 5: Rolling gamma-coefficients for the NMS over the period of 12/2004–04/2011. Source: Author's calculations using latest data from Reuters and Patria. The rolling window was set for five years, i.e. 260 weeks. Until mid-2006, the gamma-coefficients were relatively low; the highest coefficient did not exceed 0.55. However, for this period, the NMS can be divided into two groups – the Czech Republic, Hungary, Poland and Estonia, which were countries with gamma-coefficients higher than 0.3, and the other NMS (not including Lithuania), which showed gamma-coefficients below 0.15. Coefficients for Estonia and Lithuania were even declining which implies that these stock markets were diverging from euro area. Moreover, the reactions of Bulgarian market to common news were reversal to the reactions of euro area stock markets, which lasted until January 2008. This period was characterised by economic growth in all NMS that was higher than the growth in euro area. Therefore, one possible explanation of low gamma-coefficients could be that the NMS stock markets were growing faster than euro area markets due to the higher economic growth of these countries. However, other important factors have to be considered such as the low depth, liquidity and the overall development of these stock markets. Since mid-2006, the gamma-coefficients of all NMS stock markets, except for Estonia, Lithuania and Slovakia, gradually rose and in September 2008 the gamma-coefficients jumped up for all NMS. The increase between 2006 and 2008 was especially significant for Romania and Bulgaria. The gammacoefficient for Romania changed from 0.15 in October 2006 to 0.93 in October 2008 and for Bulgaria from -0.11 in October 2006 to 0.84 in October 2008. Rapidly growing coefficients should indicate fast convergence of NMS stock markets to euro area. During the period following the fall of Lehmann Brothers in September 2008, gamma-coefficients for all NMS (except for Poland) remained at higher level than before the downturn. Gamma-coefficients for the Czech Republic, Hungary and Romania remained the highest. Coefficients for these countries did not fall below 0.75 and gamma-coefficient for the Czech Republic reached the level of 0.99. The rise in gamma-coefficients indicates relatively high degree of integration of these markets to the euro area. However, alternative explanation of high sensitivity of Hungarian and Romanian markets is the fact that both these countries received financial help from the IMF. On the contrary, gammacoefficients for Slovenia, Slovakia and Baltic countries remained under 0.5. These relatively low levels imply that local events were more important for these markets than news common to euro area, which suggest a low degree of integration. Low level of gamma-coefficient for Slovak market can be explained by the relatively low market depth and liquidity. 87 To draw a final conclusion it is necessary to consider statistical significance of gamma-coefficients, coefficients of determination, which indicate the proportion of variability in a data set that is accounted for by the statistical model, and the overall F-test statistic, which is used as a test of the significance of the model. The outcomes of OLS regression are shown in Tables 2. The table contains data only for three overlapping periods. Looking at the table, it is apparent that gamma-coefficients for the majority of NMS were not statistically significant for the period 2000–2004. Gamma-coefficients only for the Czech Republic, Hungary, Poland, Estonia and Lithuania were statistically significant. Even though, results of the overall F-test proved the dependency of these countries’ returns on euro area returns, coefficients of determination remained under 0.24, which is very low. These results suggest that the model used by CNB fails to accurately model the relation between NMS and euro area returns and can explain only a small part of the variability of the data set. On the contrary, gamma-coefficients for the other two periods are statistically significant at 1 % level for most of the NMS. The coefficients of determination, however, remained low and only for the Czech Republic the coefficient exceeded the level of 0.5, which is still very low. This implies that for most of the countries the model still cannot explain more than 50 % of variability in the data set and the regression line does not approximate the real data points well. Comparing the periods 2003–2007 and 2006–2011, the coefficients of determination for all the examined countries are higher for the later. Hence, it seems that over the time the accuracy of the model increases. One possible explanation could be that the ongoing process of convergence causes that the relation between NMS and euro area returns start to match the regression equation. However, to make such a conclusion, more research needs to be done and alternative models should be tested. To conclude, the results of news-based measurements indicate that at the beginning of the examined period, the integration of NMS stock markets was relatively low but after the year 2006 and especially after the fall of Lehman Brothers, the level of integration increased. However, this interpretation can be proved only for the Czech Republic as coefficients of determination and statistical significance of gamma-coefficients remained low for the other countries. It can be inferred from the results that the model used by CNB does not model the dataset accurately and therefore, cannot measure the degree of integration properly. 88 Table 2: OLS regression for NMS. CZ SK PL HU SL BG RO EE LV LT 2000–2004 2003–2007 2006–2011 Intercept 0.1515 ** 0.1201 ** 0.0112 Gamma 0.3608 *** 0.6992 *** 0.9410 R-squared 0.1571 F-statistic 48.2632 *** 117.6170 Intercept 0.0015 *** 0.0123 -0.1181 * Gamma -0.0003 0.0014 0.0856 * R-squared 0.0036 0.0000 0.0130 0.3123 0.6087 *** 401.3540 F-statistic 0.9302 0.0010 Intercept 0.0953 0.1329 ** 0.6820 Gamma 0.4533 0.7487 *** 0.6845 R-squared 0.2197 F-statistic 72.9251 Intercept 0.1199 * 0.1226 * 0.0471 Gamma 0.4936 *** 0.7127 *** 0.9229 R-squared 0.2373 F-statistic 80.5702 Intercept 0.1714 Gamma *** 3.4118 0.3035 *** 112.8475 *** 226.1170 *** 326.5884 0.1690 *** -0.0246 0.0510 0.1315 ** 0.4875 R-squared 0.0079 0.0079 F-statistic 2.0573 5.9013 ** 94.5898 Intercept 0.3631 0.2981 *** -0.0784 Gamma -0.0513 0.0375 0.5607 R-squared 0.0357 0.0250 0.4566 *** * *** *** * 0.5568 77.0992 *** *** 0.4651 0.2294 * *** * *** 0.3065 *** *** F-statistic 0.2760 *** 0.1614 *** 68.4836 Intercept 0.3772 *** 0.1961 ** 0.0214 Gamma -0.0233 0.4223 *** 0.8886 R-squared 0.0004 0.0013 F-statistic 0.0962 17.3602 *** 169.7007 Intercept 0.2234 *** 0.1585 *** 0.0402 Gamma 0.4223 *** 0.3638 *** 0.4564 R-squared 0.2166 F-statistic 71.0604 *** 27.6618 *** 51.2999 *** Intercept 0.2199 ** 0.1500 ** -0.0487 * Gamma 0.0586 0.1319 * 0.2927 R-squared 0.0019 0.0133 F-statistic 0.4979 3.4809 * Intercept 0.1813 *** 0.2576 *** 0.0058 Gamma 0.1877 *** 0.1993 *** 0.4704 R-squared 0.0620 *** 0.3949 0.0965 0.0255 *** *** *** 0.1648 *** 0.0904 25.8323 *** *** 0.1945 F-statistic 16.9870 *** 6.7809 *** 62.7851 *** Source: Author's calculations using latest data from Reuters and Patria. Note: The symbols ***, ** and * indicate statistical significance at 1 %, 5 % and 10 % levels, respectively. 89 5. Conclusion Both price-based and news-based measures indicate that over the past decade, stock markets of NMS gradually integrated with the stock market of euro area. However, the measurements do not give unambiguous results and more research needs to be done to confirm these results. According to price-based measures, the correlation between NMS and euro area stock market returns gradually grew over the period 2000–2011. The biggest jump in correlation occurred after the fall of Lehman Brothers in September 2008. These results imply that the relationship between NMS and euro area stock market returns became stronger over time and especially after the outbreak of the financial crisis. However, the evolution of cross-country standard deviation indicates that the returns moved closer to each other during the period of economic growth than during times of crises. To sum up, before the crisis the correlation coefficients gradually grew and the standard deviation was relatively low which indicates a process of convergence of NMS stock markets to euro area market. On the other hand, after September 2008 the correlation coefficients increased substantially but the standard deviation also grew rapidly. This can be explained by an external shock that affected both NMS and euro area stock markets but each country in a different way. As a result, the stock markets diverged during the financial crisis. The news-based measurements indicate that the integration of NMS stock markets was relatively low at the beginning of the examined period but that after the year 2006 and especially after the fall of Lehman Brothers, the reactions of NMS stock markets to news common to both NMS and euro area became stronger. This suggests increasing integration of NMS markets with euro area markets. However, the coefficients of determination remain low indicating that the model can explain only a small part of the variability in the dataset. Even though, the coefficients of determination grow and the overall F-test proved dependence of NMS stock market movements on changes in euro area stock market, the regression equation that the CNB uses does not model the data well. Therefore, it is not appropriate to draw any definite conclusion from these measurements. Comparing the results of price-based and news-based measures, the conclusion is that at the beginning of the examined period the integration of stock markets was not high. However, since the beginning of 2006 the level of integration gradually increased as the movements of NMS stock market indices were more synchronized with the euro area and became more sensitive to news common to euro area. The process of integration was then significantly affected by the outbreak of financial crisis in September 2008 as both the NMS and the euro area stock markets were hit by the downturn. Investors were gripped by panic and started selling their stocks to avert further loss. This panic affected all stock markets and the markets became more sensitive to common news. However, the impact for individual countries was substantially different and led to divergence of the markets. The degree of integration across the countries was different for the whole examined period. According to the results, the most integrated markets were those of the Czech Republic and Hungary and the least integrated were the markets of Slovakia and Baltic countries. The outcome of the integration is that the performances of national markets are more and more synchronized and when the crisis breaks out all the markets get hit. The more the stock markets integrated are, the more easily the financial contagion can spread over these markets. Therefore, investors cannot effectively diversify their portfolio among integrated markets to minimize the risk. However, during the recent financial crisis the impact on individual countries was different and the cross-country standard deviation for market returns increased. This gives the investors possibility to partially minimize the risk as local factors become more important for the markets. In order to make more precise conclusion on the state of stock market integration, it is necessary to apply more appropriate model in further research. The linear regression equation the CNB utilizes does not consider some important factors. As equity markets are significantly affected not just by regional news, but also by global ones, the model should distinguish between global and euro area effects on equity returns in NMS. This distinction is important because both the NMS and the euro area stock 90 markets can be integrated with the US market without being integrated with each other. The change in US stock market could then affect both NMS and euro area markets and the gamma-coefficient would indicate high level of integration, even though the integration stays low. The fall of Lehman Brothers might have been such a case. References 1. 2. 3. 4. 5. ADAM, K., JAPELLI, T., MENICHINI, A., PADULA, M., PAGANO, M.: Study to Analyze, Compare, and Apply Alternative Indicators and Monitoring Methodologies to Measure the Evolution of Capital Market Integration in the European Union. [on‐line]. Salerno: CSEF, 2002. [Accessed 2011‐04‐25]. Available at: http://ec.europa.eu/internal_market/economic‐reports/docs/020128_cap_mark_int_en.pdf. ADJOUTÉ, K., DANTHINE, J.: European Financial Integration and Equity Returns: A Theory‐Based Assessment. Frankfurt am Main: European Central Bank, 2003. [on‐line]. [Accessed 2011‐ 04‐25]. Available at: http://www.ecb.int/events/pdf/conferences/danthine_comp.pdf. AGÉNOR, P. R.: Benefits and Costs of International Financial Integration: Theory and Facts. Washington: World Bank, 2001. [on‐line]. [Accessed 2011‐04‐25]. Available at: http://www‐ wds.worldbank.org/servlet/WDSContentServer/WDSP/IB/2001/11/28/000094946_01111404010072/Ren dered/PDF/multi0page.pdf. BABECKÝ, J., KOMÁREK, L., KOMÁRKOVÁ, Z.: Finanční integrace v době finanční (ne)stability. [on‐line]. Prague: CNB, 2010. [Accessed 2011‐04‐25]. Available at: http://www.cnb.cz/miranda2/export/sites/www.cnb.cz/cs/financni_stabilita/zpravy_fs/FS_2009‐ 2010/FS_2009‐2010_clanek_II.pdf. BAELE, L., FERRANDO, A., HÖRDAHL, P., KRYLOVA, E., MONNET, C.: Measuring Financial Integration in the Euro Area. Frankfurt am Main: European Central Bank, 2004. [on‐line]. [Accessed 2011‐04‐25]. Available at: http://www.ecb.europa.eu/pub/pdf/scpops/ecbocp14.pdf. ECB: Financial Integration in Europe. [on-line]. Frankfurt am Main: ECB, 2010. [Accessed 2011-0425]. Available at: http://www.ecb.int/pub/pdf/other/financialintegrationineurope201004en.pdf 91 THE RISING IMPORTANCE OF CURRENCY RISK MANAGEMENT, THE RISK MOST OF THE CZECH ENTREPRENEURS ARE FACING IN THEIR INTERNATIONAL TRADING18 Ing. Klára KOUKALOVÁ Department of International Trade, University of economics, Prague [email protected] Introduction The company´s management faces plenty of risks while doing business. The fading financial crises meant aggressive pressure to costs diminishing in all aspects of business activities. The new approach to systematic risk management brings more professional handling of all financial risks, especially the currency risk. This paper deals with the growing importance of currency risk management in business units of any size. After classification of financial risks and specification of the three currency risk´s categories I will discuss the importance of the monitoring and management of the exchange rates in the companies undertaking their business in the economy sizes Czech Republic. There are lots of tradable currencies used in the international trade, but for Czech entrepreneurs just some of them need to be managed. Due to the territorial structure of the Czech foreign trade I will discuss the major currencies used in the international conversions of Czech companies. Further I will present the volatility of exchange rates and their progress during current financial crises. In fine I will present the basic elements of currency risk management. Currency risk The risk “arises from an uncertainty related to what might happen in the future.”19It doesn´t depend on whether the change in our subjective prediction of future matters involves us positively or negatively, in both cases we are undergoing risk. The classification of financial risks is not unified, the risks are often closely connected to each other and therefore it is difficult to set borders between them. During the international activities, the companies have to handle especially the following risks: − “market risks, − commercial risks, − transport risks, − territorial risks, − currency risks, − responsibility risks, and others.”20 The names characterize the risks sufficiently; I will in more detail focus on the currency risk. Currency or foreign exchange risk arises from unpredictable movements of exchange rates. That means that changes in exchange rate levels can influence the sum of the firm´s incomes or outcomes. All companies are influenced by the changes of exchange rates of those currencies, mostly used in their international activities. When a company faces the currency risk, we speak about currency exposure. 18 This paper was created within the frame of project IGA „The significance of financial markets in international business under the condition of globalized world economy“, Nr. F2/5/ 19 Coyle, B: Introduction to Currency Risk 20 Machková, H., Černohlávková, E., Sato, A. a kolektiv: Mezinárodní obchodní operace 92 There are three types of currency exposures, namely transaction, economic and translation exposure. In what cases the firm is undergoing particular type of currency risk is shown on the following diagram. Diagram 1: Currency risk exposures Source: Coyle, B: Introduction to Currency Risk Next to those three basic types of currency exposures sometimes the pre-transaction exposure is also mentioned. This exposure is connected to the need to publish the price lists and set the final bid to the business partner long before the transaction is settled. The company faces the pre-transaction exposure when the exchange rate level is revised during the time of price calculation and the settlement of the agreement. It´s obvious that in the conditions of fixed exchange rates, no currency risk is needed to be managed. Till the existence of Bretton Wood currency system, the firms were saved from currency risk management. Also the establishment of single European currency made the risk management easier for companies from Euro-area using Euro as their accounting currency with majority of business partners. For the Czech Republic, the perspective of Euro implementation is far away, that´s why the Czech companies have to familiarize the management with currency risk management and available hedging techniques. The openness of Czech Republic It stands the more open the economy, the higher dependence of foreign trade activities with more companies integrated in the international conversion of goods and services. The economy differs in extend of their international activities. If the economy and its domestic companies widely participate on the international markets, it is spoken about open economy. The Czech Republic is a small economy, situated in the middle of the Europe, with insufficient raw materials resources. Just from this primal characteristic we can expect that Czech Republic should be qualified as the open economy. Let´s discuss more economic indicators, discovering the openness of the Czech economy, its growth dependence on external influences, inclusive exchange rate fluctuations. Following indices are mainly used when comparing the economy openness: − Export as a percentage of GDP, − Import as a percentage of GDP − turn‐over of international trade (Export + Import) / GDP, − Export per capita. The economy can´t be easily qualified as an open or a close one, it must be defined relatively in relation to other systems. In this paper I decided to use the comparison with 3 other European economies, with a similar geographical area and due to the historical development of Czech Republic I have also added data about Slovakia. I presented the change in the indicator´s value during 10 years; I compared the data between 2000 and 2010 and I also added years 2007, 2008 and 2009 to see the downturn of international activities during and after financial crises. The first two tables are showing the export, event. import, of mentioned countries as a percentage of GDP. 93 Table 1: Export as a percentage of GDP EXP / GDP 2010 2009 2008 75,3 69,1 77,1 Czech Republic 102,9 90,7 83,4 Ireland 68,2 54,6 59,9 Lithuania 55,3 50,5 59,2 Austria 80,9 70,6 83,3 Slovakia Source: Eurostat, http://epp.eurostat.ec.europa.eu/ 2007 80,1 80,5 54,1 59,3 86,7 2000 63,4 98,1 44,7 46,4 70,4 2007 75,1 71,5 67,4 53,6 87,8 2000 66,4 84,7 51 44,7 73,0 Table 2: Import as a percentage of GDP IMP / GDP 2010 2009 2008 70,5 63,6 72,5 Czech Republic 84,0 75,4 74,4 Ireland 69,6 56,1 71,7 Lithuania 50,5 46,0 53,4 Austria 81,9 71,0 85,6 Slovakia Source: Eurostat, http://epp.eurostat.ec.europa.eu/ As seen in the tables, in comparison with the 4 countries the Czech Republic is after Ireland and Slovakia the third most open economy. The most rapid growth of both indicators during those 10 years embodies Lithuania, which had the lowest values at the beginning of tracking period. In all the countries a slowdown is to be observed either 2008 or 2009 as a consequence of financial crises. Ireland is a specific case because its values get the top values already in 2000, then a slowdown came and another increase of the indicator´s levels came in 2006. None of the countries except of Ireland reached in 2010 the precritical level of import as a percentage of GDP, in the export indicator just Lithuania get over that value of 2008. Following tables show the turn-over of international trade to GDP and the value of Exports per capita. Table 3: Turn-over of international trade to GDP Int. trade TO/GDP 2010 2009 2008 2007 1,46 1,33 1,50 1,55 Czech Republic 1,87 1,66 1,58 1,52 Ireland 1,38 1,11 1,32 1,22 Lithuania 1,06 0,97 1,13 1,13 Austria 1,63 1,42 1,69 1,75 Slovakia Source: Eurostat, http://epp.eurostat.ec.europa.eu/, own calculations 2000 1,30 1,83 0,96 0,91 1,43 Table 4: Export per capita EXP per capita 2010 2009 2008 : 9000 10900 Czech Republic 35400 32400 33800 Ireland 5700 4300 5800 Lithuania 18800 16600 20100 Austria 9800 8200 9900 Slovakia Source: Eurostat, http://epp.eurostat.ec.europa.eu/ 2007 9900 34900 4600 19400 8800 2000 3800 27100 1600 12000 2900 The values in Table 3 show almost the same results as in Tables 1 and 2. The highest levels embody Ireland, than Slovakia, Czech Republic, Lithuania and Austria. In the last table the number of inhabitants influences the results. The data for Czech Republic in 2010 are unfortunately not yet available but from the previous years the trend is quite visible. The numbers of the most open economy in this set of countries, namely Ireland are more than three times higher than in case of Czech Republic in the last four years. The situation of Czech Republic before the entry in EU was even worse and we 94 can see grow of the indicator by 137 % between 2000 and 2009. In comparison with other newcomers of EU, Slovakia and Lithuania, the results in the Czech Republic are the highest. In this section I have compared Czech Republic with 4 other countries, all of them are members of EU with similar geographical area. In all the observed indicators, the Czech Republic occupies the third place. Despite the fact that all the viewed countries were supposed to be open because of their area and natural conditions, the Czech Republic was always in the middle of surveying. That means that the Czech Republic belongs to open economics, whose economy and companies well being is highly dependent on the external influences. That represents e.g. economic situation of their business partners and the changes of exchange rates of currencies mostly used for their abroad activities. To specify which currencies are the mostly used in the foreign business of Czech companies I will now present the territorial structure of Czech foreign trade. The territorial structure of Czech foreign trade The territorial structure of the Czech foreign trade corresponds to the geographical location of the Czech Republic. We are mainly oriented to the neighbouring countries, namely Germany and Slovakia. That fact remains stable over the 11 years long period, when comparing data from 1999 and 2010. Following table shows the top 10 countries in 1999 and 2010 where the Czech Republic was exporting to. Table 5: Foreign trade of the Czech Republic – territorial structure of exports Country 2010 1999 mil. CZK mil. CZK Germany 802 492 331 889 Slovakia 220 596 60 893 Poland 154 833 55 676 France 135 445 52 624 Great Britain 122 554 48 146 Austria 118 196 47 915 Italy 112 195 38 496 Nederland 93 780 37 742 Russia 67 392 35 016 Belgium 62 061 23 434 Source: The Czech Statistical Bureau Country Germany Slovakia Austria Italy Russia France USA Great Britain Poland Nederland As seen from the table, the export of the Czech Republic is mostly oriented into European countries. The first two positions remain the same during the last 11 years and the sums of exports naturally rose. The amount of exports to Germany rose 2,5times in the observed period, even higher increase noted the sum of exports to Slovakia, when rising more than 3,5times. The third place adopted in 2010 by Poland with the progress by six imaginary positions in the territorial ranking of the Czech exports. From the non-European countries in the top 10 Czech export destinations remained Russia, with a moderate growth between the years 1999 and 2010. It is supposed that China, not yet appearing in top 10 export destination, will acquire increasing role in the Czech foreign trade. Especially the import from China has grown significantly, when reaching the second value of imports in 2010 directly after Germany. If we compare the situation of Czech imports the involved countries remains almost the same as in the export statistic. Only Japan, Russia and as was said before China, extend otherwise absolutely European concentration of the foreign trade of the Czech Republic. Table 6: Foreign trade of the Czech Republic – territorial structure of imports Country Germany China Country 2010 1999 mil. CZK mil. CZK 610 129 381 198 Germany 291 473 75 329 Slovakia 95 Poland 153 248 59 434 Russia 129 914 50 756 Slovakia 123 617 35 550 Italy 93 269 33 307 Austria 80 612 30 493 France 79 089 22 199 Nederland 77 044 21 497 Japan 58 414 18 695 Source: The Czech Statistical Bureau Austria Poland France Italy Great Britain Nederland USA Belgium As seen from the statistical data, the Czech companies are trading mainly with the European countries. 80 % (resp. 60 %) from all the Czech export partners (resp. import partners) are members of the European union and 66,2 % (50,1 %) of the total exports (resp. imports) are directed into Euro area. The exports going to USA creates just 1,8 % of total outgoing exports, the imports exceeding with 2,2 %. The rising significance gets the relation to China. Although just 0,9 % of total Czech exports are directed to China, the imports are rising recently when achieving 12,2 % of the total imports21. After this observation, we can suppose that the majority of international transactions will be denominated in Euro. The companies from developing countries don´t use their domestic currencies when dealing with foreign company. The volatility of those currencies is often very high, and therefore the US dollar is generally used as clearing currency. Than we can judge also the business contracts with states like Russia and other states of former Easter block will be denominated in US dollar. But the usage of Euro is rising and according to business experience some contracts with China and Russia just started to be denominated in Euro. In general the US dollar is used when invoicing the purchase of raw materials, commodities, freight and insurance. The countries of former US political clout constantly use US dollar as clearing unit. Due to all these facts, generally the majority of Czech risk managers of internationally active companies will mainly observe the movements of exchange rate CZK/EUR and CZK/USD22. Despite of growing values of exports and imports of the Czech Republic, the number of companies with international activities is decreasing. Due to the Czech Statistical Bureau during the years 1999 and 2008 the number of export oriented companies decreased from 39476 firms in 1999 to 18455 in 2008. The numbers of import oriented firms show similar trend, in 1999 there were 60615 of them in comparison with 33105 in 2008. Next to this general data, in the statistic is also mentioned that in 1999 85 % of the exporting companies embodied the nominal value of their transaction of less than 10 Million CZK per year, comparing with just 55 % of them in 2008. In 1999 the total value of exported goods and services exceeded 50 Million CZK per one year just in 5,3 % of companies, in 2008 the proportion changed to 21 % of all exporting companies. That means, that the values of goods and services exported or imported by the Czech companies are rising together with the growing value of currency exposure of the majority of businesses. The former argument of all sized companies, that their exposures are too small to be hedged by some financial instruments looses on importance. The volatility of selected currencies It is supposed that during the financial crises the volatility of exchange rates rose dramatically. In the next paragraph I will discuss that statement. I will compare the values of volatility of following currency pairs: − CZK/EUR, − CZE/USD, − EUR/USD, − EUR/JPY. 21 22 Dates related to 2010. Note: Definitely the concrete territorial specialization of the firm has to be respected. 96 Evaluation of the volatility of particular currency couple can be easily done by observing the given graph of exchange rate development. On the next graph session, we can observe the long term development of exchange rates of named currency pairs. Graph 1: The development of exchange rate CZK to EUR and USD (4.1.1999 - 29.4.2011) Source: www.kurzy.cz Graph 2: The development of FX EUR/USD Graph 3: The development of FX EUR/100JPY (4.1.1999 - 29.4.2011) (4.1.1999 - 29.4.2011) Source: www.kurzy.cz Source: www.kurzy.cz As seen in the graphs, CZK embodies long term appreciation to both given currencies, the Euro and US dollar. In the half of the year 2008 the long term trend was cut by the breakdown of financial markets. The Czech koruna depreciates till the first quarter of 2009, acquiring its maximum in March 2009. From that time the appreciation trend continues in the relation to Euro. The depreciation of CZK relate to USD repeated during first half of 2010, since them CZK strengthen its position attacking the pre-critical values. When comparing the development of exchange rate of EUR related to USD a JPY the similar trend is to be observed till the end of 2008. Afterwards the Euro appreciated rapidly in relation to JPY, not that much to USD. In the first quarter of 2009 the trend synchronized repeatedly and separated till after the middle of the year 2010. Observing the long term period graphs of given currencies, we can deduce, that the CZK volatility rose during the financial crises and afterwards remained to appreciate due to its long term trend. When talking about the exchange rate of Euro to both USD and JPY the higher volatility is observed from the beginning of the crises till the present time. For the companies transforming their incomes and outcomes from or to foreign currency the short term change in exchange rates are more important. The time period usually lasts from one month to half of the year. More detailed results bring the calculation of price volatility as the deviation of exchange rate movements over a period of time. Due to the non-stationary character of financial time series, which can´t be described using the normal distribution, we have to transform their values by differentiation and making logarithms. After that we can use the following common formula for volatility calculation. 97 Dt .......exchange rate value in time t D t-1.....exchange rate value in time t-1 ts .........time period of observation n .........number of values D t/D t-1 s .........standard deviation X ........simple average of Xi Xi ....... natural logarithm of Dt/Dt-1 In the calculation of particular exchange rates volatilities I was working with the average weekly values of single currency pairs. I counted the volatilities for that four currency pairs during the years 2002 – 2004 and 2007 – 2010 to easily decide, weather the financial crises evoke the rise in exchange rates volatilities. The volatility is always measured for the same three months period (January – March) of the given years. The results are presented in following table. Table 7: Volatility of CZK/EUR, CZE/USD, EUR/USD and EUR/JPY exchange rates (%) 2002 2003 2004 2007 2008 2009 2010 2,7 3,9 5,5 3,5 4,6 3,3 CZK/EUR 15,5 6,0 9,5 10,7 4,9 8,8 8,7 CZK/USD 25,6 6,0 9,2 7,5 3,1 8,2 7,2 EUR/USD 14,7 10,0 8,4 10,0 7,6 10,7 9,7 EUR/JPY 20,3 Source: own calculations based on the dates from Eurostat and Czech National Bank It is quite obvious that despite of different levels of volatilities of single currency pairs, the financial crises meant a significant increase of all the observed volatilities. More than three times raised the volatility of CZK to both the EUR and USD, when comparing dates from the years 2008 and 2009. Almost doubled volatilities embodies EUR in both currency pairs. How the volatility of exchange rates influences the importer of good to the Czech Republic easily presents following example. Example: The Czech exporter decides to sell the goods to the German business partner for 1.000.000,- EUR. In the time he signs the contract (on the 17.2.) the CZK/EUR exchange rate reaches the different level in comparison to the exchange rate in the time of payment (17.3.). Following table shows the differences of expected incomes in the time of moderate and high exchange rate volatility. 2002 2009 Signing contract 31.878.000 CZK 29.490.000 CZK Payment 31.462.000 CZK 26.513.000 CZK Difference 416.000 CZK 2.977.000 CZK In both situations the CZK appreciated during the time between signing the contract and financial clearing of the receivable, that means the exporter get less money than he expected. But in the year with lower volatility of CZK/EUR, the difference of the debt value on the 17.2. and 17.3. was seven times lower comparing the difference in 2009. To summarize the above mentioned facts: the companies are mainly interested in short term changes in exchange rates. Without using currency risk management techniques, the probability of loses caused by exchange rates fluctuations is raising, especially in time of high exchange rates volatilities. Basics of currency risk management The currency risk management often named as hedging has nothing common with hedge funds or similar institutions. Hedging can be defined just as a different type of insurance. Managing the foreign exchange exposures is a long term process consisting from following steps: − identification and quantification of foreign exchange exposure, − developing a company´s policy concerning currency risk, 98 − hedging exposures with financial or other techniques, − evaluating and adjusting the hedging process. The cases when the company faces the currency risk were described in the beginning of this paper. Identifying the net exposure to the particular currency means not only paring the debts and receivables denominated in that currency, the manager have to take into account also the maturity of them. When developing the policy of risk management, in the concrete firms it always depends on the subjective risk acceptance of financial management. The manager can behave risk neutral, risk averse or he can seek for risk. It is important to differ between the risk neutral policy and the absolute ignorance of hedging. When the manager behaves risk neutral, he believes that all that exposures and gains and losses originating from them will balance each other. In comparison with risk ignorance, when no risk exposures are measuring and none of hedging principles are used. Setting the hedging policy means the decision making about how much off the upcoming exposures will be hedged or setting the upper limits for particular currency exposure. E.g. the manager sets following principles. The company will hedge: − 80 % of risk exposures expected in the next 6 months, − 60 – 80 % of risk exposures expected in the 6 – 12 months, − 30 – 60 % of risk exposures expected in the next 12 – 24 months. The company also have to establish, if the use of financial instruments, described later, has just hedging purposes or if the speculation is allowed23. The creation of currency risk policy is influenced by following factors: − “relative size of the exposure to the size of company´s cash flows and profits, − nature of exposure (transaction, economic or translation exposure), − certainty of exposure, − probable direction of exchange rate movements (due to the subjective expectation).”24 There are plenty of techniques used by risk managers. I will discuss the natural a financial hedging. Natural hedging means the tendency to pair so-called long and short currency expositions. Long exposition is typical for exporters, which mean the sum of receivables in foreign currency exceeds the sum of debts in that currency. Short position, conversely, characterize the importers, when debts in particular currency lap over the receivables. The efficiency of natural hedging is decreasing when the maturity of pairing debts and outstanding is different. If it is impossible to use the natural hedging, the financial markets offer wide range of financial hedging instruments, namely foreign exchange forwards, currency options and currency swaps. All these financial instruments belong to forward financial instruments. That means the date of the contract agreement and settlement is different. Forward, options and swaps provide for their buyer the possibility to settle the price of the contract already today, with the settlement in the future. The counterparties in the currency derivatives contracts are commonly commercial banks. The major advantage of the use of currency derivatives is the certainty about how much of the domestic currency the company gets in the future. The simplest instrument, the forward, is mainly used when the exposure maturity is no longer than one year. The banks settle the upper and bottom limits on the value of the transaction, sometimes also collateral is required. Currency option brings its buyer in comparison to the forward contract the possibility to participate on the favourable movements of exchange rates. The forward contract once is closed, the buyer is obliged to buy the currency for given price (exchange rate). The option gives its buyer the right but not the duty to buy the currency. When the direction of exchange rates movements brings additional profits, the buyer won´t exercise the option and uses the market exchange rate. For this right the special premium determined as proportion 23 Note: As seen in the business routine, it is really important to separate financial speculation and core business activities. For an example I mention the case of Enron, whose collapse was also brought about the non-adequate usage of financial derivatives in order to speculate. 24 Coyle, B.: Hedging currency exposures 99 of the total contract value has to be paid. Currency swap combines spot and forward contract. On the spot market the foreign currency is bought and on the forward market the currency is sold. Conclusion The Czech Republic represents the open economics with all the benefits and disadvantages arising from that fact. The entry into the European Union simplified the conditions of foreign trade of the Czech Republic and contributed to widen international expansion of many Czech companies. Till the adoption of the Euro, the Czech companies will be exposed to exchange rate movements of CZK/EUR and CZK/USD. The fading financial crises brought the growth of exchange rate volatilities. The open, not hedged, currency exposures can bring significant losses in comparison with the less volatile periods of time. The companies are pressed to cost limitation in all aspects of exercising business. The financial crises were often described as a crisis of liquidity. The appropriate risk management can ensure higher predictability of future cash flows, eliminates the need of accurate forecasting of the future exchange rates movements and makes it easier to price the company´s goods and services intended to foreign sales. Hedging or currency risk management process comprehends wide range of activities. The treasury or financial managers have to create a complex risk exposure policy involving the specific character of their company. The policy effectively working in one company doesn´t need to function in another one. When the natural hedging is not applicable, the banks offer simplest currency derivatives suitable for hedging activities. Just like as hedging policy, different for each company, the usage of derivatives is even more individual. Every manager has to consider carefully which financial instrument is the most suitable for his business. References: 1. BUDÍKOVÁ, M., KRÁLOVÁ, M., MAROŠ, B. Průvodce základními statistickými metodami. Praha: Grada, 2010. ISBN 978-80-247-3243-5 2. COYLE, B.: Hedging currency exposures. Canterbury: Financial World, BPP Financial Education, 2000. ISBN 0-85297-438-8 3. COYLE, B.: Introduction to currency risk. Canterbury: Financial World, BPP Financial Education, 2000. ISBN 0-85297-432-9 4. GRATH, A.: The handbook of international trade and finance: the complete guide to risk management, international payments and currency management, bonds and guarantees, credit insurance and trade finance. London, Philadelphia: Kogan Page, 2008. ISBN 9780749453206 5. JÍLEK, J. Deriváty, hedžové fondy, offshorové společnosti. Praha: Grada, 2006. 260 s. ISBN 80-247-1826-X 6. KOUKALOVÁ, K. Řízení finančních rizik v mezinárodním podnikání. 2009. diploma thesis 7. MACHKOVÁ, H., ČERNOHLÁVKOVÁ, E., SATO, A. a kol. Mezinárodní obchodní operace. 4. akt. vydání Praha: Grada, 2007. 242 s. ISBN 978-80-247-1590-2 8. White Paper: Managing Foreign Exchange Risk. Export Development Canada.2010, available at: www.edc.ca THE VENTURE CAPITAL/PRIVATE EQUITY INDUSTRY INTERNATIONALIZATION AND ITS POSITION IN THE CENTRAL AND EASTERN EUROPE25 Internacionalizace rizikového kapitálu a jeho postavení na trhu střední a východní Evropy Ing. Martin JUREK Katedra mezinárodního obchodu FMV VŠE v Praze [email protected] Abstract The venture capital and private equity industry establishes a fairly new form of entrepreneurial activity financing for the Central and Eastern Europe region. An investor enters a firm in a stage where standardized bank financial instruments are overwhelmingly costly or due to information asymmetry unavailable. The partnership is based not only on a financial support but also on a managerial expertise and industry knowledge provision. The investor is generally a private owned venture capital/private equity fund. This article first introduces the risk capital as such. A phenomenon of the industry is its almost continuous growth which is supported in particular by its global expansion. From already well saturated Western markets investors are shifting towards markets of the Central and Eastern Europe. Investment firms´ internationalization is a part of the second part. The internationalization can be described from the theoretical point of view by the modified eclectic theory and the internationalization model based on a combination of internal and external driving forces. The development and position of risk capital in the Central and Eastern Europe is stated in the last part. The investment value in absolute numbers has risen in last years. This growth is however not evenly distributed and is driven by only a few countries. Investments as a percentage of the gross domestic product ratio have been growing in the tracked period as well. In 2009 was this ratio even higher than in the European Union. Even though the global attractiveness index does not find the region very attractive a positive trend in risk capital growth can be predicted for the short run. Introduction Venture capital (VC) and private equity (PE) industry has its origin in the United States of America. In Czech literature a common term risk capital is mainly applied. Such capital represents a fairly new and a relatively rarely used form of entrepreneurial activity financing in the Czech market an in the Central and Eastern Europe (CEE). Risk capital term definition varies and even terminology applied is not united (Černohlávková et al., 2007). A broader definition used by the European Private Equity and Venture Capital Association (EVCA) introduces risk capital as an entrepreneurial activity financing form in various development phases. Investments start with a seed, start up and early growth financing and through transaction activities, mergers and acquisitions end by either initial public offerings (IPO) or rescue financing. 25 Tento příspěvek vznikl v rámci řešení projektu IGA „Význam finančních trhů pro mezinárodní podnikání v podmínkách globalizované světové ekonomiky“, č. F2/5/2011. 102 How is this industry actually distinctive? Within the service sector, VC/PE investors are classifiable. In comparison to consultants/accountants who provide strategic advice only, risk capital investors provide both guidance and monetary support (Wright et al., 2005). Next, in contrast to banks they provide equity capital that is designed for use in risky settings where it is costly for lenders and borrowers to interact due to asymmetric information problems (Jeng and Wells, 2000). Investors, however, do not only pursue short term investment value appreciation but they strive for a total firm´s evaluation increase. They share this common interest with subject´s owners and serve as business partners as a result. This partnership is based is firstly based on financial support and secondly on management experience and industrial knowledge provision. An investor is generally a private owned VC/PE fund, an investment company. Next possibility is a fund partially owned by a corporate entity which main activity is different. In such a case we talk about a captive (share is larger than 50%) or a semi-captive (20-50%) mother company. Last option is a government owned fund being a part of public pension fund. This way is well developed especially in Nordic countries. Global Expansion of Risk Capital Recently, venture capital and private equity have increasingly become an international phenomenon for the flow of capital (Bygrave and Timmons, 1999). Their international dimension in terms of the sums of money involved and their geographical diversity have gradually increased over the last 30 years (except for 1989-1990, 2000-2001, 2008-2009). This growth of the industry is pulled by several factors. First of all it is the international expansion of VC/PE firms. This industry segment created in the United States of America spread itself first to the United Kingdom, the whole Western Europe and Japan. As those markets became saturated a shift of investments towards developing countries with regulatory changes was noticeable. Singapore, Taiwan and Hong Kong turned to well established markets as a result. Countries of the Central and Eastern Europe, especially Poland and Hungary did not also stay behind (Karsai, 2009). Next significant element in the global expansion of risk capital is internationalization of investments. This trend was enabled by the following three circumstances: (1) lower legal barriers, (2) elimination of institutional constraints and (3) reduction of information asymmetry. Foreign investors can serve as a very important source of risk capital especially in countries where their own the domestic supply is limited. Cross-border investments include not only financial inflows into funds but also finance outflows to foreign markets. In Europe, for instance, from 1990 to 2007 increased the foreign risk capital inflow from 20% up to 47.6% and outflow from 7.7% to 28.8% (EVCA, 2009). Funds origin in the time horizon 2003-2007 is displayed in the following figure. Only 65.8% of funds allocated in Europe have its origin here too. 103 Figure 1: Geographical origin of risk capital funds in Europe (2003-2007) Source: EVCA 2009 Internationalization of the Venture Capital/Private Equity industry Internationalization of VC/PE industry and its theoretical background can be found especially in the J.H. Dunning´s eclectic theory. This is theory is sometimes known as the OLI paradigm – ownership, location, internalization. The author focuses on three prospects identified in different theories, namely ownership specific endowments, internalization and location specific endowments. The impact of specific endowments leads to three different approaches towards internationalization: (1) Contract, (2) Export, (3) Direct investment (Kutschker and Schmid, 2008). In the case when a firm possesses ownership advantages, the foreign location has specific endowments and the firm is capable and willing of internationalizing its operation abroad, it will generally engage in foreign direct investment (FDI). Agmon and Mesicca (2008) in their article bring about the concept of financial foreign direct investment (FFDI). In the case of an FFDI, the firms are specialized financial institutions. The exported factor of production (their ownership advantage is then a high-risk sector specific resource – capital. In comparison to foreign direct investment, the financial foreign direct investment is focused on a shorter period of time (3-8 years). The FFDI is primarily designed for a higher return on investment generating. It is necessary to point out that the ownership specific endowment is not only a capital entry but also the earlier mentioned managerial expertise, networking and strategic consultancy. The eclectic theory and its modified version of financial foreign direct investment explains the internationalization of the industry only generally. Practically applicable are elements of internal and external driving forces – triggers which are deducible in some internationalization theories and models. A combination of these internal and external driving forces is behind the risk capital entry into foreign markets based on own empirical study. In the study risk capital funds managers and academic experts were interviewed and selected articles applied. A deeper analysis of the data collected is desirable and will follow in next articles. The whole process flows according to the scheme in Figure 2. Internal forces influence the firm´s critical decision to internationalize. External forces decide about specific foreign markets and their economic vicinity. A foreign market entry strategy is then a result of both forces categories. Internationalization models and theories build a theoretical connection between the internal and external forces. The internationalizing firm is surely not aware of the above mentioned concept that the firm is creating. The evaluation takes place ex post as a result. 104 Figure 2: Risk capital internationalization model Source: author The internal driving forces are constituted on the firm´s level as such. It can be described by two models. The first one is the Swedish internationalization process model (Johanson and Vahlne, 1990). In the model the internationalization can be viewed as continuously proceeding series of affairs and as a learning process. The fundamental idea is that the current state strongly influences the future state of internationalization. A market engagement is characterized by level of resources and by a degree of commitments to a certain market. Detection of opportunities, recognition of competitors, market conditions and distribution channels analysis are all based on the market knowledge. Resources in the firm are the second model (Wright, 2001). Following sections are related to the Wright´s resource model: general human capital, management know-how, industry-specific knowhow, ability to acquire financial capital. International activities are dependent just on those resources. Human capital, strategy and management vision are different and constructed by one´s own opinion on the market and ambitions. External driving forces influence the foreign country selection which the risk capital investor is entering. In the so called meta level (above-industry level) the effects of economic distance are arising. This distance can be divided into psychological and physical one (Johansson and Vahlne, 1990). The psychological distance is built by constraints repressing flow of information form the market to the firm and vice versa. The physical distance is a barrier in the flow of goods and payments between the firm and the market. For the purposes of a strategic audit of macro environment and foreign market evaluation the PEST analysis is suitable. A consequential interconnection of internal and external driving forces based on SWOT analysis, a specific foreign market entry strategy is created. One of such market for Western risk capital investors was after the fall of the Iron curtain also the market of the Central and Eastern Europe. The position of the region is described in the following parts. Development of the Risk Capital in the CEE The venture capital and private equity financing in the CEE region was practically non-existent before the fall of the Iron curtain. The development of the region´s risk capital market can be fragmented into four phases according to the EBRD (2006). The first phase lasted from the fall of the Iron curtain in 1989 to 1995. The risk capital industry backed by Western headquarters spread unequally all around the region. In comparison to the very much saturated European markets, the CEE region still hided growth potential and is attractive to the investors. Analyzing the VC/PE development in the early 90s the specifics of the privatization of the government owned companies arose. Wright and Karsai highlight different investment practices of the regional investors in comparison to the global market players. They also point out the very significant hands-on participation of investors and reveal specific obstacles to catch up with the developed markets. Besides global funds investing government funds, the country funds dominated with an average size of USD 50 million. 105 In the second phase that lasted until the end of the 90s, the upswing of regional funds is noticeable. At this period country funds and sector funds are appearing. Funds´ size increased to USD 150 million on average. The investing in venture´s growth started to proceed and the private equity market experienced first consolidations. Even in the late 90s however the VC/PE development in the CEE was rather slow. According to some authors (Karsai, 2009), the main obstacle of the region was the lack of qualified managerial skills of financed companies´ management. Then the low and not well defined protection of the shareholders´ rights and limited credit sources were other restrictions. A fast expansion was characteristic for the third phase that finished in the time of the internet bubble burst. Even though regional funds dominated, technology financing became a phenomenon. The trend of increased size continued up to an average of USD 300 million. New forms of financing showed up in this time, namely an early-stage, seed and start-up financing. Also expansive private equity followed the growing path. The last phase started in the 2001 and finished in 2007 before the global financial crisis. Rationalization and consolidation processes were at the spotlight, letting only the successful fund managers to survive. The financing brought about a new trend of buy-outs and mergers. A significant interest from foreign investors aroused at this period. Especially the European Union first round 2004 membership countries started to receive a lot of investors´ attention. As a result especially the Czech Republic, Hungary and Poland became soon very distinctive in comparison to other region´s countries. Lower administrative barriers, higher security rates, judicial/legislative convergence and promising economic development brought about many global players into them. In the following part the recent development is analyzed. This period can be viewed as the fifth phase. Current Position of the Industry in the CEE As mentioned above the CEE region has been receiving a positive attention from the investors in the fifth phase that can be supported by data in Figure 3. We can see the more than threefold upswing in investment value in 2006 compared to almost stable level in previous three years. The level of investment in 2007 exceeded the 2006 by additional 40%. The growth was generated mainly by the Polish market. In the same period of time, the level of investment in whole Europe rose only by 6%. Investment value in 2008 continued to slightly increase followed by a 1% decrease in 2009 as a reflection of the financial crisis. The European markets, however, went down by significant 60% between this time horizon 2008-2009 as displayed in Figure 4. It can be assumed that attractiveness of the CEE markets went up due to the following logical construction. First, the effect of the financial crisis shocking the Western Europe showed VC/PE investors the importance of portfolio´s diversification. Next, the increased concerns regarding regulation levels in Europe and the USA as a direct consequence of the crisis turmoil shacked up investors´ confidence in those two well established region. As a result, investors started searching for new target markets more urgently. The CEE region showed relatively fast growing potential and was at first less influenced by the effects of the financial crisis. Figure 3: Investment value in the CEE region Source: Central and Eastern Europe Statistics 2009 Figure 4: Investment value in the European Union 2007-2009 106 Source: EVCA 2009 The trend of risk capital investments inflow towards the CEE markets changed significantly region´s position in relative terms, in comparison with peers. In 2007 the region accounted only for a little over 3% of the whole European investments. This figure increased more than threefold up to almost 11% in 2009 (see Figure 5). Figure 5: Proportion of investments in the CEE in comparison to the whole Europe Source: author The investment activity is however not equal and the region is rather heterogeneous. The top five target countries are: Czech Republic, Poland, Romania, Hungary and Bulgaria (see Figure 6). These countries build 93% of total investments in the region in 2009. Out of these five markets, the Czech one excelled in 2009 making 60% out of the total. Of the € 1.4bn invested in the Czech Republic more than 70% went into buyout deals. Regarding the number of companies financed, buyouts and growth capital were on a par, each accounting for 38% of the total. Less than one in five deals were venture investments (CVCA, 2009). This success however is driven only by a few investments from companies having their seat in the Czech Republic but also operating in the region. 26 107 Figure 6: Investments in the CEE region (in € million) Source: Central and Eastern Europe Statistics 2009 In Figure 1 the increasing importance of cross-border investments was presented, showing that 65.8% of European risk capital funds have its origin in Europe. Figure 7 displays the situation in the CEE. The size of all European sources (including the CEE) corresponds with the 65.8% only partially, averaging 53.8% (2007-2009). Very low are domestic sources of funds accounting only for 17.7% in 2009 being it the highest proportion in last three years. According to Czech Venture Capital association, about 71% of the funds committed by European sources came from the UK. That only confirms the most developed country with regard to the VC/PE industry. Figure 7: Source of Funds in the CEE Source: Central and Eastern Europe Statistics 2009 To compare the value investments in the region with the EU an analysis of investments as a percentage of gross domestic product (GDP) is applied. In all monitored years is the EU average percentage almost three times higher than in the CEE (Figure 8). A dramatic change started in 2008 and continued in 2009. The value of investments in the EU was rapidly falling down and the EU average ended up below the CEE. This evolution is firstly highly affected by decrease in the value of private equity investments in the main EU markets being a result of the economic and financial crisis. Secondly, the great proportion levels of investments in the CEE is significantly affected by the extraordinary investments in the Czech Republic and also by increased investments in Bulgaria (see Figure 9). The anticyclical trend in both countries builds overall positive data for 2009 in the region. 26 To the countries under the column other belong: Bosnia and Herzegovina, Macedonia, Moldova, Montenegro, Slovakia, Estonia. 108 Figure 8: Investments as a percentage of GDP: CEE and EU comparison Source: CVCA 2009 Figure 9: Investments as a percentage of GDP Source: CVCA 2009 Attractiveness of the CEE region A crucial question is whether the region will be appealing to foreign investors willing to allocate the capital in future years. Figure 8 shows a stable and increasing growth in proportion to GDP. Is this trend going to continue or are the “golden years” over (Karsai, 2009)? According to the risk capital internationalization model from Figure 2 the internal driving forces influence the primary decision to internationalize. Afterwards the external driving forces play their role. From the institutional investor´s point of view the analyses of socioeconomic data or PEST analysis are mainly applied when deciding where to invest. Investors are seeking opportunities and the highly liquid capital can be moved globally extremely quickly. Regions and more specifically countries are influencing the conditions to attract international VC/PE investments and are actually competing with each other. The attractiveness of the CEE region was analyzed in the world country attractiveness index (Groh and Liechtenstein, 2010). This index assesses six latent key drivers including the following: (1) Economic activity, (2) Depth of a Capital Market, (3) Taxation, (4) Investor Protection and Corporate Governance, (5) Human and Social Environment, (6) Entrepreneurial Culture and 109 Opportunities. According to this index the CEE region is the second least attractive region for risk capital investment followed only by Latin America. Even regions like Africa or Middle East scored significantly higher. From the Groh and Liechtenstein´s report following conclusions can be derived. Many countries in the CEE region offer high tax incentives. In some the privatization process is still going on. Reforms of legal systems provide increasing security and pleasant environment for investors. Some countries are already members of the EU and two even joined the Eurozone, the rest is converging towards permanent membership. Elemental weaknesses are region´s stock markets. The only strong one can be found in Poland. Entrepreneurial culture and opportunities for capital investors are catching up. Effects and consequences of financial crisis may make difficult funding for local general partners. The data in Figure 3 however doesn’t prove this prediction and the region was not that much negatively influenced by the financial crisis. At least it holds true for a short run and for the VC/PE industry. In this respect the future of the industry can be viewed positively for the CEE. Conclusion The venture capital and private equity or so called risk capital financing is quite a new industry in the region of Central and Eastern Europe. The main specifics of the industry are entry timing and a form of partnership. The investor is entering a company in a phase when standardized bank financing is unaffordable or unavailable due to information asymmetry. Partnership is based not only on a financial support but also on a provision of managerial support and industry knowledge. The investor is usually a privately owned venture capital/private equity fund. Risk capital investments worldwide have grown almost exclusively in past thirty years. The phenomenon is an internationalization of the industry. This process can be describ-ed by a modification of the eclectic theory – the financial foreign direct investment. A more practical view is brought by the concept of inner and outer forces interacting in the risk capital internationalization model. The risk capital industry was practically non-existent before the 1989 in the Central and Eastern Europe. The development here can be divided into five phases with distinguishable investment manners. The investments have been growing in past decade up to the annual amount of €2.5 billion in 2009. In other parts of Europe has been the investment trend just opposite in recent years. This was due to increased regulation levels as a consequence of the financial crisis. The proportion of investments in the region in comparison to the whole Europe has rapidly increased up to 11% as a result. The region is however not homogeneous and country investment activity differs significantly, with the Czech Republic scoring the highest. The steadily increasing domestic sources of funds are still very low and account only for less than 18%. The region´s investment as proportion of the gross domestic product was below the European Union average for all years except the year 2009. This fact was affected by extra-ordinary investments in the Czech Republic and by an unprecedented decrease in the value of investments in the European Union markets. The world country attractiveness index for risk capital investments evaluates the region as the second least attractive. Even regions like Africa or the Middle East score higher. The data presented however does not correspond with this index. On the contrary, the future development of risk capital investments in the Central and Eastern Europe will follow the recent positive trend. The golden years should not be over at least in the short run as a result. Shrnutí Financování podnikatelské činnosti formou rizikového kapitálu představuje pro region střední a východní Evropy relativně nové odvětví. Obor je specifický načasováním vstupu a dále partnerským vztahem. Investor vstupuje do společnosti ve fázi, kdy standardní institucionalizované úvěrové nástroje jsou příliš nákladné nebo z důvodu informační asymetrie nedostupné. Jeho cílem není pouze průběžné zhodnocení vkladu, ale celkové zvýšení hodnoty podniku. Partnerství je založeno nejenom na finanční podpoře, ale i na poskytování zkušeností s řízením a oborové znalosti. Investorem bývá nejčastěji soukromě vlastněný VC/PE fond, investiční společnost. 110 V celosvětovém měřítku obor rizikového kapitálu téměř neustále roste už posledních třicet let. Fenoménem je internacionalizace investic fondů rizikového kapitálu. Ta je umož-něna především snížením právních zábran, odstraněním institucionálních omezení a snižováním informační asymetrie. Z teoretického hlediska můžeme vhodně inter-nacionalizaci investic popsat modifikovanou eklektickou teorií. Z všeobecného pohledu stojí za vstupem rizikového kapitálu na zahraniční trhy kombinace vnitřních a vnějších hybných sil. Vnitřní silou je firemní úroveň jako taková, vnější pak ovlivňuje výběr zemí. Následná konkrétní strategie vychází z analýzy obou sil. Internacionalizace je ex post popsána internacionalizačními teoriemi a modely. Střední a východní Evropa není z globálního pohledu velmi atraktivním trhem, přesto ale hodnota ročních investic stabilně roste až na hodnotu 2,5 miliard EUR. Růst je ale tažen především pěti trhy, nejvýrazněji fondy sídlícími v České republice. Region tedy není homogenní, ale spíše dvoustupňový. Poměr investic k hrubému domácímu produktu byl ve sledovaném období nižší než průměr EU až na rok 2009. V tomto roce byl díky prudkému snížení hodnot investic v EU kvůli nejistotě na trzích a růstu v ČR a Bulharsku celoregionální průměr nad úrovní EU. Podíl investic regionu na celoevropských investicích se tak výrazně zvýšil až na 11 %. Daný rok byl velmi specifický a lze se domnívat, že po skončení finanční krize dojde k uklidnění trhů EU, jejichž ukazatele se vrátí k normálu. Podíl domácích zdrojů je stále stoupající, ale přesto tvoří pouze 18 %. Světový žebříček atraktivnosti regionů pro rizikový kapitál umístil střední a východní Evropy na předposlední místo. Lepšího umístění se dostalo i Africe nebo třeba Blízkému východu. Prezentované údaje ale potvrzují opak a lze předpokládat, že hodnota investic v regionu by měla naopak nadále stoupat a pokračovat v pozitivním vývoji. Literature 1. AGMON, T., MESSICA, A. Financial Foreign Direct Investment: The Role of Private Equity Investments in the Globalization of Firms from Emerging Markets. Management International Review. Dordrecht: Springer, 2008. ISSN 0938-8249. 2. BYGRAVE, W., TIMMONS, J. Venture Capital: Predictions and Outcome. Centre for Entrepreneurial Studies. Cheltenham: Edward Elgar, 1999. ISBN 1-85898-999-X. 3. CENTRAL AND EASTERN EUROPEAN STATISTICS: An EVCA Special Paper. [on-line]. [cit. 2011-02-25]. Available at: http://www.ei.com.pl/english/CEE_Stats_2009.pdf 4. CVCA: Czech Republic 2009. [on-line]. [cit. 2011-02-25]. Available at: http://www.cvca.cz/files/Czech%20Republic%202009.pdf 5. ČERNOHLÁVKOVÁ, E., SATO, A., TAUŠER, J. a kol.: Finanční strategie v mezinárodním podnikání. Praha: ASPI 2007. ISBN 978-80-7357-321-8. 6. EBRD: Transition report 2006. [on-line]. [cit. 2011-02-25]. Available at: http://www.ebrd.com/downloads/research/transition/TR06.pdf 7. EVCA: Key facts and figures 2009. [on-line]. [cit. 2011-02-25]. Available at: http://www.evca.eu/publicandregulatoryaffairs/default.aspx?id=86 8. GROH, A., LIECHTENSTEIN, H. The Global Venture Capital and Private Equity Country Attractiveness Index 2010. [on-line]. [cit. 2011-02-25]. Available at: http://blog.iese.edu/vcpeindex/easterneurope/ 9. JENG, L., WELLS, P. The Determinants of Venture Capital Funding: Evidence Across Countries. Journal of Corporate Finance. 2000. ISSN 0-929-1199 10. JOHANSON, J., VAHLNE, J. The Mechanism of Internationalism. International Marketing Review. 1990. ISSN: 0265-1335. 11. KARSAI, J. "The End of the Golden Age". Budapest: Institute of Economics, 2009. ISBN 978963-9496-49-2. 12. KUTSCHKER, M., SCHMID, S. Internationales Management. 6. überarb. Und aktualisierte Aufl. München: Oldenbourg, 2008. ISBN 978-3-486-58001-3. 13. WRIGHT, M. et al. Management Buy-outs: From Europe to Japan. International Journal fo Management Reviews. Cheltenham: Elgar 2005. ISBN: 978-1-84542-312 4. EXTERNAL BALANCE OF THE CZECH REPUBLIC27 Ing. Kateřina GAJDUŠKOVÁ Department of International Trade, Faculty of International Relations, University of Economics, Prague [email protected] Abstract The paper analyzes the development of the current account deficit of the Czech Republic with the help of relation between national savings and domestic investment. This model declares that if there is high capital mobility in the economy, then the national savings and domestic investment may not be in equilibrium, because the difference is easily compensated by foreign capital. In the Czech Republic there is a relatively strong dependence between these two variables, which indicates limited capital mobility. But this dependence weakens gradually, the Czech Republic has been increasing capital mobility and also inclines more to external imbalances. Introduction The external balance is very important for the Czech Republic as a small open economy and therefore it is often observed among the other economic indicators and often analyzed from various perspectives. This work focuses on the expression of the development of the external balance - current account – from the view of the intertemporal approach. This approach expresses the current account balance as the difference between national savings and domestic investment. In this context, it considers the mobility of capital in the Czech Republic and its development. The paper is divided into three consecutive chapters. The first chapter describes the external balance of the Czech Republic and its development over the past fourteen years. The second chapter is concerned with the relation between current account and national savings and investment. It describes the derivation of this model first using graphs and later using the macroeconomic equations. The third chapter applies the model of the external balance to the Czech Republic. The analysis was calculated with data from 1995 to 2009. The choice of this period is based on data availability and the introduction of external convertibility of the Czech crown in October 1995. The external balance The external balance is an economic indicator that analyzes the country position in an international environment. It is a situation of a domestic economy when economic flows between domestic and foreign entities are balanced. Keynesians focus on the trade balance, inter-temporal approach emphasizes the importance of the whole current account balance. On the contrary, monetary approach represents the concept where the external balance is a balanced overall balance of payments. Each approach emphasizes the importance of different factors affecting the external balance and focuses directly on them. In fact, international economic flows are subject to all these factors, which can be mutually supportive, or vice versa, eliminating. Usually, balanced flows within current account are considered as the external balance, but in case of the Czech Republic it is appropriate to incorporate direct foreign investment into this comparison as well. External equilibrium is an optimal level of current account when a country is able in future to pay its foreign debt (the current account deficit), or when the other countries are able to pay their debt (the current account surplus). Thus, neither the current account deficit may be undesirable, if foreign 27 This paper was elaborated in the framework of project IGS VŠE v Praze No. F2/15/2010 „Ekonomická rovnováha nových členských zemí EU v období krize aneb euro jako možný stabilizační prvek regionu?“ 112 investment creates high enough profit to repay principal and interest. But a high current account deficit caused by expansionary fiscal policy, which does not lead to higher profitability of domestic investment opportunities, may signal serious future problems. Current account balance is thus basically a matter of balance of current account transactions. Therefore it is not only a balanced trade balance, but balanced all transaction within also balance of income and current transfers as a whole. The recommended maximum value of the current account deficit is represented by 5 % of GDP. The external balance may still be regarded as such a balance, when the current account deficit exceeds 5 % of GDP, but this deficit is covered by inflow of foreign direct investment. If rebalanced by foreign direct investment, then the deficit is considered sustainable, because this source of financing is considered as long-term, stable and non-debt. If foreign direct investment will generate high profits, the country will have no problems with future repayment of principal and interest and the deficit is not so risky. However, if the current account deficit is rebalanced by portfolio and other investment, particularly short-term ones, then it is considered as the external imbalance, which may cause major problems soon. The development of the current account of the Czech Republic and its share in GDP shows the following Figure 1. Figure 1: Current account and foreign direct investment, mil. EUR (left axis), % GDP (right axis), 1993-2009 Source: Eurostat The current account of the Czech Republic was in negative numbers during the whole period and varied in the range of values from -5 028 mil. EUR (in 2003) to -962 mil. EUR (in 2008). Most of the deficits were created by the trade balance and income balance. While the trade balance formed the main cause of the current account deficit till 2001, from 2002 the deficit is caused mainly by the income balance. The increase of the income balance deficit is apparent within the period and can be identified as the main source of external imbalance of the Czech Republic at present. The limit of 5 % of GDP was exceeded in times of the monetary crisis in 1996 and 1997 and then in the period 2001-2004. Since 1998 the Czech Republic has been recording a massive inflow of foreign direct investment, which successfully offset the current account deficit. Only in 2003 and 2004 they failed to cover the deficit, because the deficit was of enormous proportions, while the inflow of investments was not as strong as in previous years. Low inflow of foreign direct investment was also recorded in the period of 113 the financial crisis, when foreign direct investment has not been able to fully cover the current account deficit. It was not, however, a very large deficit, which could threaten the external balance. Finally, it can be concluded that the Czech Republic records the external balance in recent years, which appears to be sustainable. Only in 2002 and 2003 the imbalance increased, but it did not continue in subsequent years. Current account as the difference between savings and investment An analyzing of the external imbalance with the help of the current account balance is based on already mentioned the inter-temporal approach. This approach to the balance of payments represents an analysis of consumption, savings and investment. On the basis of national economic identity, it is possible to derive the relationship between current account balance and the difference in national savings and investment. This model for the OECD group of countries was compiled by Feldstein and Horioko28 and in detail analyzed by Feldstein and Bacchetta29 eleven years later. It was also developed by many other economists and is discussed in present as well. This analysis for different groups of developed countries has been conducted also by the Czech economists Brada, Mandel and Tomšík 30. The work is based on this model and its aim is to analyze the external imbalance of the Czech Republic and describe the relation between the rate of savings, investment and current account. This particular model was chosen mainly because of the importance of domestic and foreign investment for the Czech economy and due to understanding the relation between foreign investment, the current account deficit and consumer behavior. Savings – investment relation Consumers change their consumption spending by adjusting their savings and investment in time. If they expect decline in living standards in future, they increase savings and invest them. In that way they minimize the decline in living standards in the future. If the consumer is in an open economy, this decision will affect the current account balance. Decline in current consumption will also reduce imports and improve the current account. On the contrary, it causes the growth of future consumption and imports and it results in a worsening of the current account in the next period. Deciding between the current and future consumption is influenced by interest rate and this rate also affects the allocation of production factors in the international environment.31 This situation is graphically expressed on the following Figure 2. Consumers choose between the current (c1) and future (c2) consumption with the limits given by the budget (line X-X(1 + R). Optimum situation is reached at point E* where the indifference curve u2 touches the budget constraint and consumptions are c1* and c2*. Savings, which can be invested, are represented as the difference between current consumption and budget. If there is a change in interest rates, it reflects the change of the budget line slope and thus consumer preferences. The increase in interest rates reduces the current consumption in favor to the future one. The budget line becomes steeper and the indifference curve will touch it in such a position which corresponds to a lower current consumption and higher future consumption. By reducing current consumption to increase domestic savings and investment the economy records a decrease in imports which will improve the current account. On the contrary, in the future the increased consumption will worsen the current account.32 28 Feldstein, M.; Horioko, C. Domestic Saving and Intgernational Capital Flows. Economic Journal, Vol. 90, 1980, pp. 314-329 29 Feldstein, M.; Bacchetta, P. National Saving and International Investment. National Saving and Economic Performance. 1991, pp. 201-226 30 Brada, J.C.; Mandel, M.; Tomšík, V. Intertemporální přístup k platební bilanci: Vztah míry úspor a míry investic v bohatých, chudých a transformujících se ekonomikách. Politická ekonomie, 2008, No. 2, pp. 147-161 31 Macháček, M. Mezičasová analýza běžného účtu platební bilance v prostředí modelu reálného hospodářského cyklu. In Česká ekonomika a ekonomická teorie. Sborník z diskusních seminářů 1998–2002. Praha: Academia, 2004. pp. 624-636. ISBN 80-200-1129-3 32 Kadeřábková, B.: Úvod do makroekonomie. Neoklasický přístup. 1. ed. Praha. C.H.Beck. 2003. ISBN 80-7179-788-X 114 Figure 2: Optimizing the choice between current and future consumption Source: Kadeřábková, B.: Úvod do makroekonomie. Neoklasický přístup. This approach assumes that domestic and foreign goods or financial assets are perfect substitutes and the time period is long enough so that the exchange rate rebalances the goods market at full capacity utilization. The country is a small open economy, so it overtakes a foreign interest rate, and between countries there is the high capital mobility. If the mobility of capital is zero, then the savings equal to domestic investment and businesses do not invest abroad. In the case of perfect capital mobility, the companies can freely invest in foreign and domestic assets and savings may be saved and invested abroad. Then it is possible to express the balance of payments as the difference between domestic savings and investment. For example, if domestic investment exceeds domestic savings, the deficit must be financed by imports of foreign investment (capital inflow), which leads to a current account deficit. Conversely, if a country has higher savings rate than investment, these savings are transferred abroad, where they are invested, the country records an outflow of capital and current account surplus. This is the basic idea of the intertemporal approach to the Savings-Investment model. The previous figure showed the behavior of consumers when deciding on current and future consumption. It will now be discussed in more detail how the behavior and decision making between savings and consumption affects the external balance. The relationship between savings and current account deficit can be expressed by the following Figure 3. Figure 3: Graph of profits from international trade - the level of savings and investment 115 Source: Craighead, W.D.; Miller, N.C. The Causes of and Gains from Intertemporal Trade With the growth of interest rates savings are rising and investment falling, which is expressed by the slope of the curves. In a closed economy, the savings equals to investment (point A). In an open economy, the rate of savings and investments will depend on the size of foreign interest rate (r*). If a foreign interest rate is lower than the domestic one (rA), then domestic investors will borrow capital abroad and domestic interest rate will decrease. Reduced interest rates will result in a decrease in savings. Finally, the country records a net inflow of foreign capital and a current account deficit due to the decline in savings and growth of current consumption (imports). This situation can be applied to the Czech Republic. First we had a high level of imports and a high inflow of investment, now Czech Republic records net exports and high income balance deficit. The opposite situation occurs when the foreign interest rate is higher than domestic one. Then the costs of current consumption are lower in the domestic economy and the country becomes a net exporter (current account surplus) by a reduction in current consumption and increased savings and investment, which flow also abroad. Changes in savings may not be influenced only by the different interest rates in domestic and foreign economy. For example, if an income and product of the country are temporarily below the permanent level, consumer preferences will increase in favor to consumption or there is a deterioration of the state budget in the economy, then this situation will reduce national savings. Figure 6 shows a shift of savings to the left hand side. This means that at any level of interest rates savings will be lower. The new equilibrium interest rate in a closed economy will be higher, leading to a re-increase in savings and investment. In an open economy, higher interest rates will cause capital inflows to offset the difference between savings and investments and interest rate returns to its original position. Due to decline in saving and growth in consumption the economy records a current account deficit. The same conclusion applies to the increased growth of marginal product of capital (a shift of investment). The new equilibrium interest rate in a closed economy is higher and savings increase. In an open economy, higher interest rate attracts foreign capital, which covers the difference between domestic savings and investment. Growth in income and consumption will result in a current account deficit. Figure 4: Graph of profits from international trade - the shift of savings and investment curves 116 Source: Craighead, W.D.; Miller, N.C. The Causes of and Gains from Intertemporal Trade. Once again it is important to stress that an important assumption of this model is the high capital mobility. The country avoids having national savings and investment in the balance, because the difference is compensated by foreign capital. Savings and investment are not in any mutual relation national savings correspond to international investment opportunities and domestic investment are financed by foreign capital. Therefore increased investment may not be offset by increased domestic savings. On the contrary, if there is a limited international mobility of capital in the country, then increase in investment must be offset by decrease in consumption and government spending (and thus increase in the savings) of the same size, the rate of national savings rate is similar to the domestic investment rate and all savings are invested in the home economy. 33 For a long time the Czech Republic has been recording a trade deficit, which generated a negative current account balance. At the same time the investment rate was higher than the country's savings rate and this imbalance was financed by imports of capital. Now the savings rate is already far closer to the investment rate and trade balance reaches a surplus that could finance a deteriorating balance of income. This leads to the improving of the current account balance. This described relation can be observed on Figure 5, which shows the development of savings, investment and current account in relation to GDP in the Czech Republic. 33 Feldstein, M.; Horiok, C. Domestic Saving and Intgernational Capital Flows. Economic Journal, Vol. 90, 1980, pp. 314329 117 Figure 5: Development of the rate of savings, investment and current account (1995-2008) Source: Czech statistical office, Czech national bank, self-prepared From Figure 5 it is obvious that the share of the current account in GDP corresponds to the difference between the rate of savings and investment. During the whole observed period this difference was negative and also the current account recorded the deficit. The difference between the rate of savings and investment has been decreasing as also current account decreases. The rate of savings and investment have a declining trend, an important increase was recorded by the rate of saving in 2004 and 1005. In this period the rate of savings got closer to the rate of investment and since then their difference has been very small. Simultaneously it is possible to observe the decrease of the current account deficit at the same time. This decrease was caused by the improvement of the trade balance, which has been in surplus since 2005 thanks to foreign direct investment. But it is not still able to cover the deficit of the income balance. Therefore this deficit must be offset by foreign investment. Derivation of the relation between savings and investment by means of national economic identity The relationship between current account and the difference between savings and investment rates can be derived from a national economic identity. A detailed explanation of such relations is given by Spěváček34 and Brada, Mandel and Tomšík35. From the balance of payments, it is clear that the current account consists of balance of goods and services, the balance of income and current transfers, which is shown in the following equation: CA = NX + NI + NT (1) And because gross domestic product is formed, according to the expenditure approach, by final consumption, gross capital and balance of goods and services, then the balance of goods and services can be written using the following equation: NX = Y – C - I, (2) The balance of goods and services in equation (1) can be replaced by equation (2) 34 Spěváček, V. Makroekonomická rovnováha české ekonomiky v letech 1995-2005. Politická ekonomie, 2006, No.6. pp. 742-761 35 Brada, J.C.; Mandel, M.; Tomšík, V. Intertemporální přístup k platební bilanci: Vztah míry úspor a míry investic v bohatých, chudých a transformujících se ekonomikách. Politická ekonomie, 2008, No.2, pp.147-161 118 CA = Y – C – I + NI + NT. (3) Savings and consumption are parts of the gross national disposable income, which consists of gross domestic product, balance of income and current transfers: YD = Y + NI + NT = C + S (4) If we take the gross domestic product from equation (4) and replace it in equation (3) then it is possible to express the current account as the difference between gross national disposable income and final consumption and investment. Afterwards the simple derivation of the current account as the difference of national savings and gross capital follows: CA = YD – C – I = S – I Explanation: CA … current account NX…. balance of goods and services Y….. ..gross domestic product C…. ...consumption (private and public) I… …..gross capital NI.…. .balance of income NT…...current transfers YD…..gross national disposable income S …… gross national savings S-I model for the Czech Republic The next section will analyze the relation between the rate of investment and savings in the case of the Czech Republic. With these two variables it is possible to draw implications for the capital mobility and the current account of our country. Data for the analysis of the Czech Republic are quarterly for the period from 1995 to 2009. If the relation between the rate of national savings and domestic investment is very tight, then there is low capital mobility in the country. Conversely, a low correlation of these two variables indicates a high mobility of capital and countries may not have national savings and investment in balance, but the difference is compensated by foreign capital. In this case, the country has a surplus or deficit of the current account deficit. Feldstein36 examines the relation between the rate of national savings and domestic investment rates using the following equation and its various modifications: I/Y………….rate of domestic investment S/Y…………rate of national savings a……………constant b……………regression coefficient Constant a close to zero and coefficient b close to one indicate that the majority of domestic investment is financed by national savings and capital mobility is very low. If, however, a is not zero and coefficient b is very low, then the relation between domestic investment and national savings is very weak and domestic investments are mainly financed by foreign capital. In the case of the Czech Republic, the share of investment in GDP is higher than the share of national savings in GDP. The current account is therefore in deficit. On Figure 6 it is possible to observe the relation between investments and savings during the reporting period. The dotted line of 45° represents such a situation when share of shares of savings and investment in GDP are equal, and therefore there is also a balanced current account in the economy. Because the rate of investment is higher than the rate of savings, most of points recording data for each quarter are situated above the 45° line, indicating the current account deficit. Five values are below the 45° and represent the current account 36 Feldstein, M.; Bacchetta, P. National Saving and International Investment. National Saving and Economic Performance. 1991, pp. 201-226 119 surplus, which occurred in the first quarter of 2005 associated with a favorable trade balance during the first months of the year. Figure 6: Relation between the rate of domestic investment and national savings Source: Eurostat, self-prepared The values listed in the chart for each quarter can be plotted with a linear trend. Regression line has the following equation: p-Value (a) p-Value (b) R2 corr. 0.000 0.000 38.72 % 0.62 P-value is 0,000 for both constant and independent variable, which means that both are important for explanation of the relation at the 99 % confidence level. The determination coefficient R2 is 38.72 %, which indicates that the rate of national savings explains almost 40 % of variability of the rate of investment. The correlation coefficient reaches 0.62 which indicates a relation between variables. The regression equation has a low constant and a relatively high regression coefficient. These results point to a specific, relatively significant relation between the rate of national savings and domestic investment. This means that a large part of domestic investment is financed by national savings and capital mobility is not entirely perfect, as it could be supposed in the case of small open economies. For comparison, one more analysis was conducted, this time for the period from 2000 to 2009. The data are same as in the previous case, but for a shorter period. The following regression equation was obtained: 120 p-Value (a) p-Value (b) R2 corr. 0.000 0.000 24.50 % 0.50 Low levels of p-value for the constant and the independent variable show significant relation between variables at 99 % confidence level. R2 (24.5%) and correlation coefficient (0.50) are lower than in the previous case, suggesting a much weaker relation between investment and savings. This fact indicates a lower value for the independent variable. Domestic investment is thus increasingly financed by foreign capital which indicates that the Czech Republic has been recording higher capital mobility and the country is more prone to external imbalances. These equations representing the relation between the rate of savings and investment illustrate the situation in the Czech Republic. Czech companies are not yet accustomed to borrow capital abroad. Therefore, savings and investment must match each other, just when domestic savings constitute the bulk of domestic investment. Gradually the situation is improving, the foreign capital in the Czech Republic is becoming a very important additional source to the lack of domestic savings. It can be presumed that the situation will improve even more and the tightness of the relation between national savings and domestic investment will weaken. Conclusion The external equilibrium is a very important economic indicator assessing the situation and long-term stability of the country in its international economic relations. If the country shows an external balance, the economic transactions between the domestic and foreign entities are quite the same. If, however, the inflows exceed significantly over outflows or vice versa, it is the external imbalance, which can lead to significant economic problems and crises. The most commonly used indicator of external balance is a limit of 5 %, which may not exceed the current account deficit in GDP. Czech Republic meets this criterion except the period 2001-2004, when this criterion was slightly exceeded. In recent years, however, the Czech Republic recorded a very positive development of external balance. The paper analyzed the development of the current account deficit of the Czech Republic with the help of relation between national savings and domestic investment. This model says that if there is high capital mobility in the economy, then the national savings and domestic investment may not be in equilibrium, because the difference is easily compensated by foreign capital. The country's high national savings can be used to finance overseas investments and vice versa. The country's lack of savings in relation to domestic investment can be financed by foreign capital. In imperfect capital mobility, the difference between savings and investments is very hard offset by foreign capital and therefore the rate of national savings rate is similar to domestic investment and savings are invested in the domestic economy. During the observed period (1995-2009), the investment rate was higher than savings rate in line with the current account deficit. When examining the relationship between savings and investment rates it was found that there is a relatively strong dependence, which indicates limited capital mobility. This finding is surprising, because in case of a small open economy the perfect capital mobility can be rather assumed. The Czech Republic is likely considered as more risky than the developed OECD countries and investors require a certain degree of risk premium. Gradually, however, this dependence weakens and the Czech Republic has been increasing capital mobility and thus also prone to external imbalances. 121 References 1. Blanchard, O.; Giavazzi, F. Current Account Defcits in the Euro Area. The End of the Feldstein Horioka Puzzle? Brookings Papers on Economic Activity, 2002, No. 2, pp. 63. 2. Baxter, M.; Crucini, M.J. Explaining Saving-Investment Correlations. American Economic Revie, 1993, Vol. 83, No. 3, pp. 416–436. 3. Bosworth, B. P. International Diferencies in Saving. American Economic Review, 1990, roč. 80, No. 2, pp. 377-381. 4. Brada, J.C.; Mandel, M.; Tomšík, V. 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Current Account Dynamics and Terms of Trade: HarbergerLaursen-Metzler Two Generations Later. Journal of Political Economy. 1985, Vol. 93, No. 1, pp. 43-65. 18. Spěváček, V. Makroekonomická rovnováha české ekonomiky v letech 1995-2005. Politická ekonomie, 2006, No. 6. pp. 742-761. 19. Palumbo, M., Parker, J. The Integrated Financial and Real System of National Accounts for the United States: Does It Presage the Financial Crisis? American Economic Review. 2009, Vol. 99, No. 2, pp. 80-86. A REVIEW OF THE MAIN CONCEPTS OF LUXURY CONSUMER BEHAVIOR AND CONTEMPORARY MEANING OF LUXURY Yana SHAMINA Department of International Trade FMU VSE in Prague [email protected], [email protected] Introduction Academics and practitioners started to pay more attention to the specifics of luxury sector. During last decades it became clear that general economic principles and techniques are not efficient enough when building or sustaining luxury product. Pointing to the fact that there is a small number of the specialized literature and research works devoted to this area, the main goal of this paper is to make the deep research on the topic by incorporating existing scientific works. Nevertheless, the purpose of this research is to define specifics of the luxury field in relation to consumer behavior, pricing strategies and identify modern definition of luxury. Definition of luxury “Luxury brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. These product attributes give the consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford these pricey items.”37 Producers of luxury brands target mostly affluent customers. These customers are more or less price insensitive and eager to spend their time and money on products and services that provide extra value and experience rather then that necessities do. Due to that, prestigious luxury brands for centuries experienced great loyalty of their clients. “Luxury brands hold a higher share of the market in product categories where the brand used conveys social status and image. In many such categories-from apparel to pens-consumers may own items for day-to-day use around the home and luxury brand equivalents for use outside the home.”38 For centuries there were clear differences between social classes. The consumption of luxury was the privilege of the elite society, thus clearly defining borders of luxury. Simply, something that the poorer classes could not have was identified as luxury. “Originally, luxury was the visible result – deliberately conspicuous and ostentatious – of hereditary social stratification (kings, priests and the nobility, versus the gentry and commoners). Aristocrats had to show their inherited rank to the crowds: ostentatious spending was a social obligation for the aristocrats, even the least well off. On the other hand, social distance was preserved: the rich Bourgeois were not allowed to dress like aristocrats.”39 Nowadays, it is very difficult to identify what is luxury because of the new global tendencies. Increasing “democratization” of luxury resulted in introduction of several new categories within the luxury segment – accessible (affordable) luxury and masstige luxury. These categories were created to target the aspiring middle class. The transformation of the idea of luxury was needed to adapt to the global changes. “Globalization is inexorably conquering the world, that is to say, a materialistic and fluid society in which any kind of transcendent social stratification has disappeared. Each person in a democratic OKONKWO, U., Redefining the luxury concept NUENO, J. L., QUELCH, J., The mass marketing of luxury, Business Horizons, 1998 39 KAPFERER, J.-N., BASTIEN, V., The specificity of luxury management: Turning marketing upside down, Brand Management, 16 37 38 124 world has even chances of succeeding: one makes one’s own destiny through work. This much more fluid and open world.”40 Michel Chevalier and Gerald Mazzalovo in their book “Luxury brand management: A world of privilege” identified luxury brand as “one that is selective and exclusive, and which has an additional creative and emotional value for the consumer.”41 The economists define luxury products as products for which demand increases more than proportionally as income rises. Thus, producers of luxury products have to constantly justify a high price, which is much higher than other products or services with similar functions and characteristics. Coco Chanel once stated that “Luxury is a necessity that begins where necessity ends.” “The truth is that we don’t need luxury goods to survive as human beings, but we need luxury goods to fuel the sensations that contribute to our overall appreciation of ourselves and our lives”42 Theoretical concepts of luxury consumer behavior and motives to buy luxury To understand the nature of luxury, it is important to look at the luxury theoretical roots. In this work main researches on luxury are presented. It is important to analyze all the previous findings as they give a clear picture on the changing character of the luxury, and therefore the luxury consumer preferences and the overall preferences of the society. Over the years, the motives to buy luxury were changing and the marketers of luxury goods had to adapt their marketing strategies to reflect the trend. Main visible changes were done in the sphere of marketing communications. The values that were important for luxury customers were changing, thus the advertising messages and communication tools were adapted accordingly. Research on the evolution of the motives and values of luxury is very important as it shows the fundamental analysis and core components of the luxury. It reflects the changing face of the luxury and the society but also it shows the values that stay prior for ages. Veblen goods and conspicuous consumption Some luxury products have been claimed to be examples of Veblen goods, therefore the significant part of this research will be devoted to understanding and explanation of the nature of Veblen goods. Veblen goods are those goods with the positive relations between demand and price for them (the demand increases together with the price rise). For this type of goods the low price may be associated with low quality and might reduce demand. On the other hand, the increase in price may increase the status and exclusivity of the products. This is the complete contradictions to the law of demand, where the demand curve is almost always represented as downward-sloping, meaning that as price decreases, consumers will buy more of the good. Thorstein Veblen was the first one who pointed out and explained the concept of Veblen goods in his work ”The Theory of the Leisure Class” (1899). In the scope of this research the important concept of the conspicuous consumption should be highlightened. This term was also introduced in 1899 by economist Thorstein Veblen in his book “The Theory of the Leisure class”. Conspicuous consumption was used to describe the behavior to show power and wealth by the new rich as a new society class, which became wealthy during Second Industrial Revolution in 19th century. 40 Ibid CHEVALIER, M., MAZZALOVO, G., Luxury brand management: A world of privilege, Wiley, 2008, Introduction 42 OKONKWO, U., Luxury fashion branding, Palgrave Macmillan, 2007, p.7 41 125 “Veblen (1899) introduced the idea that conspicuous spending is useful as a costly signal of wealth. Poorer people, for whom conspicuous spending is more costly in foregone private consumption, signal a lower wealth level. Rich people consume more conspicuous goods to publicly establish their higher wealth level. Observers then distinguish the rich from the poor. The idea of conspicuous consumption is simple, intuitive, and powerful.”43 The dynamic and changing nature of the consumer behavior requires the adequate reflection of the theoretical background, especially in the case of luxury goods, where the specific concepts should be implemented. “Veblen (1899) laid down the foundations of conspicuousness consumption with the “The theory of leisure class”. However, that period was more homogeneous with context where luxury goods were mostly the fruits of craftsmanship, expensive and affordable only by the most wealthy and affluent. Social emaluation consisted of gaining status by displaying wealth or at least pretending to own it. Today, however, the ever increasing emergence of new luxury goods brings higher quality and value products to the masses, making the visual barriers between the rich and the modest hazier”44 “Economists’ lack of interest in new approaches to consumption largely reflects the rigidity of the conventional economic theory of consumer behavior. That theory, of course, assumes that consumers come to the market with well-defined, insatiable desires for private goods and services; those desires are not affected by social interactions, culture, economic institutions, or the consumption choices or well-being of others. Only prices, incomes, and personal tastes affect consumption-and since tastes are exogenous to neoclassical economics, there is little point about anything but prices and incomes”.45 The concept of the conspicuous consumption is explicitly describing the nature of the luxury customers and their intentions to buy luxury. The luxury consumers are desperate to prove their power, affirm a status and be more self-confident by conspicuously consuming the most famous and accepted brands among the already rich. Liebenstein analysis of luxury consumption behavior Harvey Liebenstein (1950) in his work “Bandwagon, snob, and Veblen effects in the theory of consumers’ demand” enriched Veblen’s conspicuous consumption by incorporation of snob and bandwagon effects. “The demand for consumers’ goods and services may be classified according to motivation. A: Functional B: Nonfunctional 1. External effects on utility a) Bandwagon effect b) Snob effect c) Veblen effect 2. Speculative 3. Irrational46 Liebenstein analyzed external effects that influence the consumer demand. His findings showed the role of interpersonal effects on the demand of prestige brands and were summarized into three 43 HALL, J., LI, H., Why isn’t conspicuous consumption more conspicuous?, Harvard University, 2007 TROUNG, Y., SIMMONS, G., MCCOLL, R., KITCHEN, P., Status and conspicuousness – are they related? Strategic marketing implications of luxury brands, Journal of Strategic Marketing (2008), 16 45 ACKERMAN, F., Consumed in Theory: Alternative Perspectives on the Economics of Consumption, Journal of Economic Issues, no.3 ,1997 46 LEIBENSTEIN, H., Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand, Quarterly Journal of Economics (1950), 64(2) 44 126 main effects: snob effect, bandwagon effect and Veblen effect. Results presented the specificity of motivations that drive consumers when they buy prestige or luxury products. “Income versus culture”47 Bernard Dubois and Patrick Duquesne in their work “The market for luxury goods: Income versus culture” studied the influence of income and culture on the demand of luxury products. It is important to understand the nature of the consumer intentions and build adequate marketing strategy. As luxury products sometimes have high price without any functional or practical justification and clients of luxury come from the wealthy classes, authors assumed that “income is the best, if not the only, indicator of measuring demand.”48 On the other hand, authors argued that income is not the only one indicator that influences the purchase of the luxury product. They stated that culture plays the similar role in the buying process. By incorporation of the previous findings and own research, authors showed that “there is a strong link between a positive attitude towards cultural change and consumption of luxury. This indicates that many people buy such goods for what they symbolize. This is consistent with the hedonic consumption and extended self-personality models, according to which purchasing luxury goods represents an extreme from of expressing one’s values”. 49 Comparing with the previous analysis of Liebenstein “Bandwagon, snob, and Veblen effects in the theory of consumers’ demand” (1950) which emphasized the importance of the interpersonal effect on the purchasing behavior, Dubois and Duquesne introduced the hedonic, personal effect on the demand for luxury goods. Conceptual framework of prestige-seeking consumer behavior (PSCB) Frank Vigneron and Lester W. Johnson studied the topic of brand prestige. Authors incorporated into their PSCB framework both interpersonal and personal effects that were analyzed previously by researchers. They identified and put together five values of prestige with five relevant motivations. Figure 1 (Source: 50): VALUES MOTIVATIONS Conspicuous Veblenian Unique Snob Social Bandwagon Emotional Hedonist Quality Perfectionist The model shows the balance between personal motives (hedonist and perfectionist motives) analyzed by Dubois combined with traditional interpersonal motives (Veblen, snob and bandwagon motives). While Veblen, snob and bandwagon effects were discussed earlier in this work, the special attention will be given to the hedonist and perfectionist effects. DUBOIS, B., DUQUESNE, P., The market for luxury goods: Income versus culture, European Journal of Marketing, (1993), 27 48 Ibid 49 Ibid 50 VIGNERON, F., JOHNSON, L., A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review (1999), 1 47 127 Hedonist effect – consumers that are interested in hedonist effect are more interested in their own feelings and luxury for them provides intangible benefits. Price is not the main indicator of prestige. On the other hand, perfectionist effect is important for consumers who value the quality that luxury products offer and high price they associate with the higher quality. Figure 2: Source: 51 “Vigneron and Johnson developed a framework of ‘prestige-seeking consumer behavior’. This prestige-seeking framework was originally inspired by the conceptual work of Mason, who developed a framework of status seeking behavior to explain consumers’ behavior in relation to luxury brands. His conceptual framework mostly focused on the interpersonal effects associated with this behavior. In contrast, Vigneron and Johnson’s framework included personal aspects such as hedonist and perfectionist motives inspired from the work of Dubois and Laurent, as well as the more usual interpersonal aspects (snob-bery, conspicuousness and bandwagon motives) inherited from Liebenstein and Mason.”52 In their next study “Measuring perceptions of brand luxury” (2004) authors broaden their model by changing the terminology “prestige-seeking behavior” to “luxury”. Figure 3: Luxury-seeking consumer behavior framework VIGNERON, F., JOHNSON, L., A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review (1999), 1 52 VIGNERON, F., JOHNSON, L., Measuring perceptions of brand luxury, Brand Management (2004), 2 51 128 Source: 53 “The term ‘luxury’ in this context is more inclusive in the sense that it includes both personal and interpersonal aspects. While prestige or status consumption involves purchasing a higher priced product to embelish one’s ego, luxury consumption involves purchasing a product that represents value to both the individual and vis a` vis significant others.”54 This work broadens all the existing researches on luxury and attitudes towards its concept. The model is useful when building, positioning and maintaining luxury brand. Further research should be highlightened on the importance of separation between status and conspicuous consumption. It was done by Y. Troung, G. Simmons, R. McColl and P. Kitchen in their work “Status and Conspicuousness – Are they related?”. “The findings suggest a difference in how consumers perceive brands in terms of the constructs of status and conspicuousness within the new luxury market reference point of this research. Therefore, it appears that it is inaccurate to consider these two dimensions as a single entity, as postulated in the current branding literature (Vigneron & Johnson, 2004). Some individuals purchase luxury brands to gain status both internally (improving self-respect and self-esteem) and externally (others’ approval and envy). Others purchase luxury brands to gain status primarily for external motives such as how others perceive them. Buying and using luxury brands for conspicuous reasons is more a matter of image and appearance.”55 This “showing” behavior is mostly common and important for people that are not that rich, for instance in the emerging markets. It is used more widely and not only referring to rich people but also to the middle class representatives whose decisions to buy products of famous luxury brands are mainly driven by showing status, not by enjoying the utility and benefits of the product itself. Discreet consumption In the luxury business there is recently emerged trend called conspicuous non-consumption. The main idea of conspicuous non-consumption is that customers, who are coming from very rich families and have been luxury consumers for ages, do not have to show and prove their wealth and tend to dress with less brand visibility and drive less expensive cars. Ibid Ibid 55 TROUNG, Y., SIMMONS, G., MCCOLL, R., KITCHEN, P., Status and consciousness – are they related? Strategic marketing implications of luxury brands, Journal of Strategic Marketing (2008), 16 53 54 129 Therefore, signaling behavior is not more conspicuous. Of course, the level of consumption and status is present but these customers tend to buy luxury products more for enjoyment and to feel more comfortable about them without proving anything to anybody. This is the behavior of people who have more money and know how to spend. There is an interesting research which was done at the Harvard University by J. Hall and H. Li on the topic “Why isn’t conspicuous consumption more conspicuous?”. The main idea was that discreet consumption signals social status in addition to wealth. In their model authors tried to show why people choose to consume Veblen goods discreetly, and why conspicuous consumption is associated with a lower class while discreet consumption is seen as a signal of elite status. Authors explained that “people care about their reputation for wealth and social status in addition to their consumption. Wealthy but low-status representatives consume conspicuously because discreet consumption is too costly in does not reflect wealth signaling. Agents who are wealthy and high-status consume discreetly, to separate themselves from those with low social status. Casual observation suggests that much of what we attribute to conspicuous consumption is not maximally conspicuous, while the simplest theory of conspicuous consumption unambiguously predicts that, holding price constant, the more conspicuous a consumption good the better. Expensive hand-wrought silverware only signals wealth to dinner guests. Someone who wishes to signal his wealth in as clear a fashion as possible can do better, instead, some people buy Patek Philippe watches while others buy more conspicuous Rolexes. We define discreet consumption to be conspicuous consumption that is not maximally conspicuous.”56 The research showed that there are two different types of consumption: conspicuous consumption and discreet consumption. Conspicuous consumption can be seen by all observers, while discreet consumption can only be seen by observers within the social circle of the consumer. Authors tried to understand the nature of the discreet consumption. “This then allows wealthy agents with high social status to separate from wealthy low-status agents by consuming discreetly. For such an agent, the gain in utility due to observers in his social circle perceiving that he has high social status outweighs the loss due to observers outside their social circle perceiving him to be of low wealth.”57 Due to that separation in consumption, different marketing strategies should be implemented. Also the design, style and type of products will be adapted to different audiences. Lessons for luxury marketers The deep research on the motives for consumers to purchase luxury showed the evolution of the luxury consumer over the years. Moreover, these finding are a great help for luxury marketers to adapt their strategies to different audience and to carefully position their brands. Presented analysis identifies different luxury consumer groups with different buying motives. Authors separate not only personal and interpersonal motives for buying luxury but researches go further and reflect the changing environment thus the changing behavior of luxury consumer – discreet consumption. These findings can be interpreted as a luxury values that are important for different customers groups. These consumer profiles must be reflected in differentiation of products. Nevertheless, advertising strategies must be implemented accordingly. The marketing communications campaigns and advertising messages can be changed reflecting and emphasizing various values and stress on the core competences of the luxury brand. Pricing luxury Luxury goods differ from normal goods in a way that they satisfy not just physical needs, but also emotional, social needs such as exclusiveness, status. This is the crucial point to understand, when 56 57 HALL, J., LI, H., Why isn’t conspicuous consumption more conspicuous?, Harvard University, 2007 Ibid 130 deciding about the pricing decisions. A lot of literature and practice about luxury points the potential danger to sell less if the price is too low. “To live in luxury you have to be above others… By increasing prices, you lose the bad customers, but now you suddenly become dazzling attractive to people who would previously not have given you a second glance."58 In a luxury business different values play primer role then just a low price. The conspicuous goods, the exclusiveness of the brand, highly controlled distribution channels and experience that customer receives with purchasing the product or service. These are the crucial points that identify luxury. Many academics and practitioners have found the presence of two completely different needs in the society among consumers: uniqueness and conformity. These findings showed that there is a direct relationship between the need and the price, charged for the product. For example, in case customers seek the uniqueness from the purchased good, the low price unlikely will play the positive role. Therefore, when the price is high, the value of the product also increases. On the other hand, conspicuous consumers, who look for conformity, value the product more as the number of the customers, consuming it, increases. In a luxury field, the self expression, status and heritage, have been the important means to influence the customer, as well as they served as a description of the social and psychological underpinnings for consumers behavior. Several research works were done to understand relation between the uniqueness of the product and its price. There is an interesting research on the topic of “Pricing of conspicuous goods” by W. Amaldoss and S. Jain, where authors developed an analytical model which describes the influence of the social aspect on consumer behavior and how it reflects in a company’s prices, profits and market shares. It is important to highlight this research within the scope of this paper as it extends the traditional economic model of consumer decision by introducing the concept of uniqueness and conformity and provides more useful insights on the conspicuous consumption. Research presents two competing firms that try to satisfy two segments of customers. Authors took the assumption that one segment of consumer’s desires uniqueness and therefore the value of the product decreases with the increasing number of people who bought this product – snobs. And on the other hand, consumers within other segment value conformity, thus the value of the product becomes more significant together with the increased number of customers who bought this product – conformists. The analysis confirms the assumption presented earlier, that snobs are likely to buy more product when the price rises, which leads to higher prices and therefore to higher profit for the company. "We find that, in general, snobs buy a higher quality product despite their desire for uniqueness and not because of it. Further, firms producing conspicuous products may sometimes find it beneficial to downplay the functional differences between their products, since highlighting functional differences can lead to increased price competition and a decline in firm’s profits. The experimental results provide strong support for a key prediction of the model: more snobs buy a product as its price increases.”59 The theoretical and empirical analysis showed the proof of some assumptions about conspicuous consumption. “We show that in a market comprised of snobs and conformists, demand among snobs could increase as the price of a product increases. However, the demand among conformists, as well as the total market demand would decrease as price rises. The intuition for this result is that snobs prefer a KAPFERER, J.-N., BASTIEN, V., The specificity of luxury management: Turning marketing upside down, Brand Management (2009), vol.16 59 AMALDOSS, A., JAIN, S. Pricing of conspicuous consumption, 2004 58 131 higher priced product if they expect the overall demand to be lower at the higher price, and such an expectation will be rational only if the conformists have a downward-sloping demand curve. Hence, in a market comprised of either only snobs or conformists the demand curve is downward-sloping. It is useful to note that our result does not rely on signaling either product quality or wealth of consumers.” Pricing of the luxury products should be done very carefully. Producers of luxury products for ages enjoy the inadequate high prices although they must be very careful when setting the price. Too low price can harm the overall exclusivity and unique image and sometimes attract not desirable customers. Contemporary meaning of luxury Luxury is difficult to define. There are many researchers nowadays, who are working within luxury field and try to find the main characteristics of luxury. Therefore, this part of the work will present the different opinions on luxury given by contemporary marketing professionals and will try to analyze the modern meaning of luxury. Professor Bernard Dubois identified the paradox of luxury goods and said that it is important in luxury to do the opposite from the traditional marketing theory: The paradox of luxury-goods marketing High price High cost Craftsmanship Limited distribution Low promotional activity Advertising with no sophisticated copy strategy60 Nevertheless, “Professor Bernard Dubois defines ‘luxury’ as a specific (i.e. higher priced) tier of offer in almost any product or service category.”61 Which is an arguable statement as it is more related to the definition of the premium brands which are the more expensive items of the mass variants of products. The main justification for the premium prices is quality and increased functionality, which is not always the case of luxury products. Jean-Noël Kapferer, the worldwide expert on brand management and luxury marketing, in his work “The specificity of luxury management: Turning marketing upside down”, presented several points on nature of luxury: Recreating social distance. Luxury is a social marker. With luxury recreating some degree of social stratification, people in a democracy are therefore free – within the limit of their financial means – to use any of its components to define themselves socially as they wish. The DNA of luxury is the symbolic desire to belong to a superior class, which everyone will have chosed according to their dreams, because anything that can be a social signifier can become luxury. Luxury for others. The codes of luxury are cultural. Money is not enough to define luxury goods: it is only measures the wealth of the buyer. But money is not a measure of taste. Luxury converts the raw material that is money into culturally sophisticated products that is social stratification. Hedonism takes precedence over functionality. Luxury should have a very strong personal and hedonistic component, otherwise it is no longer luxury but simple snobbery. Luxury is qualitative not quantitative. Multi-sensory and experience. Luxury, whether object or service, must have a strong human content (handmade and exclusive service). CHEVALIER, M., MAZZALOVO, G., Luxury brand management: A world of privilege, Wiley, 2008, p.14 60 61 Wikipedia.com 132 Michel Chevalier and Gerald Mazzalovo in their book “Luxury brand management: A world of privilege” identified luxury brand as “one that is selective and exclusive, and which has an additional creative and emotional value for the consumer.”62 Authors define their own critical criteria, which luxury goods must satisfy: Strong artistic content. A luxury good is an “object” not merely a “product” that has always been submitted to a profound and sophisticated aesthetic-research process. Luxury should generate a perception of beauty and have an aesthetic appeal. Craftsmanship – customers buy products designed by Giorgio Armani or Karl Lagerfeld, even if the products are mass-manufactured. International aspect. In the luxury business, it is almost essential to have a presence in the world’s most fashionable cities. Thus, to have international profile, but with a discernible national character. Uche Okonkwo, the business strategy consultant in the luxury industry, in her book “Luxury fashion branding” supported the growing meaning of the luxury in the society, introduced earlier by Jean-Noël Kapferer, and stated that “fashion is not only a matter of clothes and accessories but also highly influential in structuring society’s culture, identity and lifestyle. Luxury fashion even goes further to reinforce the evolution and voice of society. In this generation where image underlies every aspect of our lives, luxury brands have gained more prominence and are affecting the daily lives of both consumers and non-consumers on a greater level.”63 Furthermore, Uche Okonkwo presented 10 core characteristics of a true luxury brand: 1. Innovative, creative, unique and appealing products 2. Consistent delivery of premium quality 3. Exclusivity in goods production 4. Tightly controlled distribution 5. A heritage of craftsmanship 6. A distinct brand identity 7. A global reputation 8. Emotional appeal 9. Premium pricing 10. High visibility64 To summarize the finding of the luxury professionals – premium pricing is the first component which identifies and builds the borders for luxury. Which is likely to be initial, economic and the most easy to define characteristic of luxury products. For Michel Chevalier and Gerald Mazzalovo, strong artistic content was one of the critical factors of luxury. Nevertheless, Uche Okonkwo identified the luxury products as innovative, creative, unique and appealing products. All the authors agreed on the importance of the strong human content. Therefore, such important aspects as heritage of craftsmanship, premium quality, exclusive service and experience, the dominant role of quality over quantity are identified. Uche Okonkwo, Michel Chevalier and Gerald Mazzalovo pointed the valuable component such as international presence and global reputation with the tightly controlled distribution. In luxury business, the presence in all the major fashion and business cities is a must to create the international profile and visibility of the brand. But on the other hand it is important to maintain the national character of the brand. “When a Canadian buys an Italian or French luxury object that he highly values, he expects the product to be as highly valued by French, Japanese or Chinese purchasers of luxury goods. When a French man or woman walks along Madison Avenue or 57th Street in New York, they may make a CHEVALIER, M., MAZZALOVO, G., Luxury brand management: A world of privilege, Wiley, 2008 Introduction 63 OKONKWO, U., Luxury fashion branding, Palgrave Macmillan, 2007, p.8 64 OKONKWO, U., Luxury fashion branding, Palgrave Macmillan, 2007, p.105 62 133 mental note of the French brands that have a well-located store and feel a sense of pride. But if these visitors notice the absence of a Kenzo or Givenchy outlet, say, then they may deduce that those brands are less highly valued in New York and may consequently value them less highly as well.”65 More and more specialists identify that the hedonistic component is winning its part in the luxury decision making process. Luxury consumers simply buy for their own satisfaction but not to show their wealth or to consume the mainstream luxury products just because it is fashionable at the moment. During the analysis, the other interesting aspect emerged. There is a growing influence of luxury as a social marker. Even though we live in a democratic world, there is a need for a structure and the luxury might be the instrument that draws the boundaries for people to recognize their social status. Jean-Noël Kapferer presented the deep analysis of this phenomenon. With the global change in the consumer preferences and behavior, marketers of luxury products need to adapt their strategies to the world tendencies to satisfy their consumers. The analysis of the recent literature on the luxury marketing and luxury products shows the new emerging aspects of luxury. These aspects start to play the main role in the decision making process of the consumer and the perception of luxury by the society. Conclusion Presented research demonstrates the importance of the deep analysis of the consumer behavior, pricing strategies within the luxury segment. Moreover, it shows the recent changes of the role of luxury in society. Mainly, the growing influence of luxury as a social marker. The dynamic and changing nature of the consumer behavior requires the adequate reflection of the theoretical background, especially in case of luxury goods, where the specific concepts should be implemented. Therefore, the main concepts are presented to broaden the traditional views of luxury consumer’s behavior such as conspicuous consumption. The research on the motives for consumers to purchase luxury showed the evolution of the luxury consumer over the years. Moreover, these finding are a great help for luxury marketers to adapt their strategies to different consumer groups and to carefully position their brands. The main contribution of this paper is to analyze the fundamental theoretical roots on luxury consumer behavior and motives to buy luxury. Nevertheless, the changing environment and economical situation require the adjustment of the main concepts and theories. The first step was done by the analyzing the contemporary marketing publications in luxury sector. CHEVALIER, M., MAZZALOVO, G., Luxury brand management: A world of privilege, Wiley, 2008 Introduction 65 134 References: ACKERMAN, F., Consumed in Theory: Alternative Perspectives on the Economics of Consumption, Journal of Economic Issues, no.3, 1997 AMALDOSS, A., JAIN, S. Pricing of conspicuous consumption, 2004 CHEVALIER, M., MAZZALOVO, G., Luxury brand management: A world of privilege, Wiley, 2008 DUBOIS, B., DUQUESNE, P., The market for luxury goods: Income versus culture, European Journal of Marketing, (1993), 27 GRAVELLE, H., REES, R. Microeconomics, London and New York, 2 ed, 1992. ISBN 0582-023866 HALL, J., LI, H., Why isn’t conspicuous consumption more conspicuous?, Harvard University, 2007 HEATH, J., Thorstein Veblen and American social criticism, University of Toronto KAPFERER, J.-N., BASTIEN, V., The specificity of luxury management: Turning marketing upside down, Brand Management, 16 LEIBENSTEIN, H., Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand, Quarterly Journal of Economics (1950), 64(2) NICHOLSON, W., Microeconomic Theory: Basic Principles and Extensions, 8th ed. Thomson Learning 2002, ISBN 0-03-0333593-0 NUENO, J. L., QUELCH, J., The mass marketing of luxury, Business Horizons, 1998 OKONKWO, U., Luxury fashion branding, Palgrave Macmillan, 2007, ISBN-13 978-0-230-52167-4 OKONKWO, U., Redefining the luxury concept SHAMINA, Y., Consumer behavior and pricing strategies in the luxury field, Proceedings VSE Prague 2011 SHAMINA, Y., Influence of economic crises on marketing of luxury products, in Impact of financial crises on the International Business, Proceedings VSE Prague 2010 TROUNG, Y., SIMMONS, G., MCCOLL, R., KITCHEN, P., Status and conspicuousness – are they related? Strategic marketing implications of luxury brands, Journal of Strategic Marketing (2008), 16 VIGNERON, F., JOHNSON, L., A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review (1999), 1 VIGNERON, F., JOHNSON, L., Measuring perceptions of brand luxury, Brand Management (2004), 2 135 L’ÉQUILIBRE INTERNE DES NOUVEAUX ETATS MEMBRES DE L’UE METTANT L’ACCENT SUR LA CRISE MONDIALE 66 The Internal Balance of the EU-New Member States with focus on the Global Crisis Ilya BOLOTOV Doctorant à la Chère du commerce international L’Université d’Economie de Prague [email protected] Résumé : La crise financière et économique mondiale (2007–2010) a influencé l’Union européenne de façon significative en causant une récession dans ses pays membres. Le but de cet article est donc d’évaluer l’impact de la crise sur l’équilibre interne des nouveaux Etats membres de l’UE. L’article est divisée en trois parties principales: la définition de la notion « l’équilibre interne » et la description des facteurs qui renforcent ou affaiblissent l’impact d’une crise sur l’économie nationale ; l’analyse du développement à long terme des NEM ; l’examination de la situation pendant la crise, des prévisions pour le future et du rôle de l’euro. Mots clés : équilibre interne, crise, structure du flux des capitaux étranger, monnaie unique Abstract: The global financial and economic crisis (2007–2010) has significantly influenced the European Union leading to a downturn in its members countries. The aim of this paper is to evaluate the impact of the crisis on the internal balance of the new member states of the EU. The paper is divided into three main parts: he definition of the notion “internal balance” and description of the factors which strengthen or weaken the impact of the crisis on the national economy; the analysis of the development of the NMS in the long run; and the examination of the situation during the crisis, of the predictions for the future and of the role of the Euro. Key words: internal balance, crisis, structure of foreign capital inflows, single currency Introduction La crise financière et économique mondiale (2007–2010)67 a influencé l’Union européenne de façon significative en mettant ses Etats membres en récession. Cependant, l’impact de la crise sur les différents pays n’étaient pas le même et les vieux et les nouveaux membres de l’UE ont connu des problèmes divergents. Dans cet article nous nous concentrons sur les nouveaux Etats membres (NEM) de l’UE qui ont adhéré à l’ Union à partir l’année 2004en essayant d’atteindre les objectifs suivants : • Evaluer l’impact de la crise financière et économique mondiale sur l’équilibre interne des NEM de l’UE ; 66 Cet article a été élaboré dans le cadre du projet de recherche « Ekonomická rovnováha nových členských zemí EU v období krize aneb euro jako možný stabilizační prvek regionu? », IGS VŠE v Praze n° F2/15/2010. 67 Certains économistes, p. ex. Porter (2009), excluent la crise hypotéquière américaine (Subprime Mortgage Crisis) de la crise financière et économique mondiale. Selon eux la crise mondiale a commencé après la chute de Lehman Brothers, le septembre 2008 (cf. Figure n°4). Cependant, dans cet article nous utilisons l’ approche de Gaïdar et ali (2009) qui l’y incluent. 136 • Vérifier si la monnaie unique a aidé les cinq NEM ‐ membres de la zone euro à surmonter la crise plus facilement. L’article complète de l’aspect de l’équilibre interne la recherche Čajka (2010) et Gajdušková (2010) publiée sur la première conférence Prague – Lyon, le 24.06.2010. L’article est divisée en quatre parties : la définition de la notion « l’équilibre interne » et la description des facteurs qui renforcent ou affaiblissent l’impact d’une crise sur l’économie nationale et suivi par la description des méthodes utilisés, par l’analyse du développement à long terme des nouveaux Etats membres en soulignant les aspects important, et, finalement, par l’examination de la situation pendant la crise, des prévisions pour l’année 2011 et le future et du rôle de la monnaie unique. Dans l’article nous partons des données officielles publiées par l’Office statistique de l’Union européenne (Eurostat), par la Banque centrale européenne (BCE) et par les banques centrales nationales des NEM. L’autre source des informations sont les articles des auteurs : Milea, C., Glod, A. G., Lupu, I. et Criste, A. (2010), Lazový, P. et Slovakova, V. (2009) , Coudert, V. Et Pouvelle, C. (2010), Koyama, Y. (2010) et Mandel, M. (2000). I. L’équilibre interne et l’influence d’une crise extérieure : approche théorétique Vu les problèmes récents de plusieurs pays en et hors Union européenne, nous utilisons une définition élargie de l’équilibre interne dans cet article. I.1. La définition de l’équilibre interne Le Dictionnaire Oxford d’Economie (en angl. Oxford Dictionary of Economics ; Black, 2003) donne décrit l’équilibre interne de la façon suivante: « La situation où le niveau d’activité dans une économie est conforme à un taux d’inflation stable. Pour les niveaux d’activité plus élevés l’inflation a tendance à s’accroître, et pour les niveaux plus bas le chômage est inutilement élevé. L’un des objectifs de la politique macroéconomique est donc de maintenir l’équilibre interne. ». Nous exprimons cet équilibre comme la stabilité relative (c.-à-d. les variations faibles dans le temps) des cinq indicateurs : trois indicateurs « classiques » mentionnés ci-dessus 68 Indicateurs « classiques » : Taux de croissance du PIB (Produit intèrieur brut) Taux d’inflation Taux de chômage Indication g, % π, % u, % et deux indicateurs « supplémentaires » devenus importants après l’apparition des problèmes économiques aux Etats-Unis et dans quelques autres pays (en Islande, en Russie, en Lettonie etc.) et de la crise de la dette européenne : la situation dans les pays PIGS / GIPS / PIIGS : en Grèce, en Irelande, en Italie, en Espagne et au Portugal). 69 Indicateurs « supplémentaires » : Dette privée en pourcentage du PIB Dette publique en pourcentage du PIB Indication pd, % gd, % Une dégradation rapide ou / et durable de tous ou d’une partie de ces indicateurs évoquée par une crise externe peut être considérée comme un signe des problèmes de l’équilibre interne. 68 Ces indicateurs font partie de plusieurs modèles économiques : le « carré magique » construit selon certains auteurs par Karl Schiller, le ministre fédéral de l’Economie d’Allemagne d’Ouest et puis celui des Finances, et selon les autres par l’économiste britannique post-keynésien Nicholas Kaldor ; l’indice de la misère (la somme du taux de chômage et du taux d’inflation), la courbe de Phillips, la loi d’Okun etc. 69 Tous ces pays sont membres de la zone euro et dès printemps 2010 connaissent des difficultés plus importantes que les autres pays de l’union monétaire. Pour les aider, la zone euro avec le Fonds monétaire international ont crée le 10.10.2010 un fonds de 750 milliards d’euro, dont en avril 2011 profitent la Grèce, l’Irelande et le Portugal. L’Italie et l’Espagne n’ont pas encore recouru à ces moyens. 137 I.2. Les facteurs d’influence La définition permet de distinguer trois groupes de facteurs qui peuvent renforcer ou affaiblir l’impact d’une crise importée (p. ex. une crise mondiale) 70 sur l’économie : la propension au risque des agents économiques, l’ouverture de l’économie et la politique de gouvernement. Facteurs internes : la propension au risque de s’endetter des agents économiques 71 Ce groupe des facteurs ne transmet pas la crise dans l’économie nationale, mais peuvent renforcer son influence de façon significative. - La propension des entreprises et des ménages à s’endetter. Une propension élevée peut accélérer l’inflation avant la crise et aggraver la récession suivante de façon significative en évoquant un plus grand nombre des faillites, entre autres des institutions financières, un chômage plus élevé, une faiblesse de la demande interne et une augmentation de la dette privée et ensuite publique dans le cas de sauvegarde des entreprises en difficultés. • La volonté à s’endetter peut également être suscitée par des taux d’intérêt bas à long terme dans le cadre d’une politique macroéconomique favorisant la croissance. - La propension du gouvernement à s’endetter. Les problèmes fiscaux avant la crise peuvent empêcher le gouvernement de mettre en œuvre les mesures anti-crise nécessaires et entraîner l’exode des capitaux étrangers sous risque de défaut de paiement (de l’Etat). L’augmentation suivante des impôts ralentirait la croissance après la reprise de l’activité. • Les causes de ces difficultés peuvent résider dans la politique de l’Etat‐providence et dans les problèmes du système de retraite causés par le vieillissement de la population. Facteurs liés à l’extérieur : l’ouverture de l’économie Ces facteurs constituent les « canaux » d’influence d’une crise sur l’économie du pays. Leur importance dépend du degré de son ouverture. - L’ouverture au commerce extérieur. Selon l’approche des dépenses (comptabilité nationale) les exportations et les importations font partie du Produit intérieur brut (PIB) d’une économie de marché mesuré aux prix du marché : 72 où est la consommation finale des ménages et du secteur publique, – les investissements bruts (formation brute de capital fixe + variation des stocks) et – la différence entre exportations, , et importations, . C’est pourquoi si l’ouverture au commerce extérieur est importante, la crise peut influencer l’économie du pays de façon significative (cf. Figure n° 1). 70 Il s’agit d’une crise, c.-à-d.un shock ou récession / dépression, qui provient d’un autre pays ou d’un groupe des pays du monde, p. ex. la crise financière d’Asie de 1997 ou la crise financière et économique de 2007–2010. 71 Dans cet article nous examinons seulement la propension à ce risque. Cependant, il est possible d’étudier des autres, p. ex. la volonté d’investir dans des projets à risque, de spéculer etc. 72 Le système de comptabilité nationale des économies de marché (SCN) est basée sur la théorie keynésienne, . Les pays socialistes, p. ex. la Cube, utilisent un autre système, p. ex. d’une partie sur l’équation basé sur l’approche marxienne. 138 Figure n° 1 : L’impact de la crise sur l’économie nationale à travers le canal du commerce Baisse de la demande extérieure Réduction des exportations Relentissement dans les industries exportatrices : baisse des investissements, licenciements Réduction des importations Récession Si la part du commerce extérieur dans le PIB est importante Améliaration éventuelle de la balance commerciale et des termes de l’échange Propagation à toute l’économie : chômage, baisse de la demande intérieure Empiriquement, il a établi trouvé que les plus ouverts sont des petits pays et des pays où le PIB par habitant est élevé, p. ex. la majorité des nouveaux Etats membres de l’UE, l’Union européenne et le Japon.73 • L’impact de la crise à travers le commerce extérieur peut encore être renforcé par la structure du commerce : concentration excessive sur un seul pays ou sur un groupe des produits peut entraîner une baisse plus forte pendant la crise. Cela est particulièrement valable pour le commerce intra‐ industriel des produits de luxe au sens élargi.74 - L’ouverture aux capitaux étrangers. Les capitaux étrangers (investissements et crédits) sont devenus une source important de financement pour plusieurs économies en développement et en transition, p. ex. pour les NEM. Dans ces pays, ils constituent une part significative des investissements des entreprises domestiques : où sont les investissements bruts, – les capitaux domestiques, – les capitaux étrangers, –les – les investissements de portefeuille, – les autres investissements / les crédits investissements directs étrangers, étrangers. C’est pourquoi l’ouverture aux capitaux étrangers peut également influencer l’équilibre interne du pays de façon importante (cf. Figure n° 2). Figure n° 2 : L’impact de la crise sur l’économie nationale à travers le canal des capitaux Baisse du flux des investissement et / ou des crédits Exode des capitaux Relantissement dans les industries touchées : problèmes financiers, baisse des investissements, licenciements, faillites Pression sur Récession 73 Si la part des capitaux étrangers dans l’économie est significative Propagation à toute l’économie : chômage, réduction de la demande intérieure Par exemple, Japon a enregistré une chute du PIB de 5,2% en 2009 en raison d’une réduction importante des exportations. Cette baisse étaient la plus grande entre les centres de l’économie mondiale; Kojima (2009). 74 Principalement des groupes CTCI 7, machines et matériels de transport, et CITC 8, articles manufacturés divers, dont la demande baisse de façon significative pendant une récession. Dans le cas du commerce intra-industriel plusieurs cette baisse touche plus de pays, cf. les NEM. 139 L’impact de la crise à travers les capitaux étrangers est aussi renforcé ou affaibli par la structure de ces capitaux. Le flux des capitaux à long terme (selon la balance de paiements des investissements directs étrangers, IDE)75 peut soutenir l’économie pendant la crise. Par contre, la dépendance des capitaux à court terme (investissements de portefeuille, ) et des crédits étrangers (autres investissements, ) entraîne une récession plus profonde; cf. la situation en Lettonie ; Koyama (2010). Les facteurs influençant la structure des capitaux étrangers sont les taux d’intérêt domestiques ( ) et les taux d’intérêt étrangers ( ), l’inflation,76 la politique du gouvernement favorisant certaines formes des capitaux, ses insuffisances etc. Figure n° 3 montre la relation entres les taux d’intérêt et des capitaux étrangers, ceteris paribus. Figure n° 3 : La relation entre les taux d’intérêt et la structure des capitaux étrangers IRD Prinicpalement : capital à court terme et crédits étrangers IRD Capital à court terme et crédit étranger IRE Prinicpalement : capital à long terme CE Capital à long terme CE Les investisseurs cherchent des pays avec un avantage compétitif : soit avec les taux d’intérêt bas en comparaison au niveau mondial ou à celui de leur pays ( ) afin d’effectuer un investissement à long terme, soit avec les taux élevés pour placer leurs moyens à court terme . • Mandel (2000, p. 10) souligne que « les investissements directs étrangers sont non seulement moins sensible aux changements des taux d’intérêt domestiques que les différentes formes des capitaux de dette (particulièrement ceux à court terme), mais il peut même s’agir d’une relation inverse si les investisseurs étrangers financent les investissement directs par les crédits en monnaie du pays. De plus, la croissance du taux d’intérêt entraîne le flux des capitaux étrangers à cour terme et une appréciation de la monnaie nationale qui va encore influencer de façon négative le flux des investissements directs étrangers » (empiriquement confirmé pour la République tchèque par Mandel et Tomšík, 2003, pp. 294–311). • Les capitaux à court terme sont, quand même, plus volatiles et peuvent plus facilement quitter l’économie que les investissements durables (les crédits étrangers peuvent se resserrer). Les pays ayant des taux d’intérêt élevés ou soutenant le flux des capitaux à court terme sont donc plus sensibles aux crises importées. 75 Selon la CNUCED, les IDE constituent au minimum 10 % du capital social d’une entreprise. L’autre condition est la relation à long terme entre l’investisseur et l’entreprise concernée. Les investissements à court terme et / ou dont la part dans l’entreprise est inférieure à 10 % sont désignés comme les investissements de portefeuille (IdP). 76 L‘inflation peut être la cause des taux d’intérêt élevés, ce qui, de son côté, attire des capitaux à court terme et suscite l’endettement vers l’étranger. L’exemple est le développement de la Russie avant la crise. 140 Autres facteurs : la politique macroéconomique du gouvernement - La politique et les expériences avec des crises77 du gouvernement et de la banque centrale peuvent également renforcer ou affaiblir l’impact de la récession : une politique favorisant la croissance avant la crise, particulièrement la manipulation avec des taux d’intérêt qui peur aggraver la situation si la banque centrale en même temps cible l’inflation ; 78 et les mesures anti-crise (quantitatives et qualitatives) bien réglées. II. Les méthodes utilisées dans l’article Première étape : calculation des indicateurs sur la base des données macroénomiques 1) L’ouverture au commerce extérieur est mesuré par le rapport entre la moyenne des valeurs des exportations et des importations des biens et services et séparément des biens et des services et le PIB du pays : 2) La structure du commerce extérieur est exprimée par des groupes des produits et à l’aide du degré du commerce intra‐ industriel. • Les groupes des produits correspondent à la Classification internationale type du commerce (CTCI), 2006, avec l’agrégation des groupes 0 et 1, 2 et 4, 6 et 8 : CTCI 0+1 CTCI 2+4 CTCI 3 CTCI 5 CTCI 6+8 CTCI 7 CTCI 9 • Produits alimentaires, boissons et tabacs Produits de base Combustibles minéraux, lubrifiants et produits annexes Produits chimiques et produits connexes, n.d.a. Autres articles manufacturés Machines et matériels de transport Articles et transactions non classés ailleurs dans la CTCI Le degré du commerce intra‐branche est mesuré par l’indice de Grubel et Lloyd qui est appliqué aux groupes CTCI décrits ci‐dessus (niveau I): 3) L’ouverture aux capitaux étrangers est mesuré par la part du flux des IDE, IdP et AI dans l’économie nationale: 4) La structure des capitaux étranger par les rapports similaires pour IDE, IdP et AI. Afin de déterminer le rôle des IDE dans l’économie, nous calculons aussi la balance de base qui montre: 77 Cf. les réactions du monde sur la crise de 2007-2010 et sur la Grande dépression des 1930s. Selon Wicksell, K. et les économistes autrichiens, Mises, L., Hayek, F. A. et Garrison, R., la déviation du taux d’intérêt de son niveau naturel évoque la cycle de crédit et influence l’économie du pays de façon significative. 78 141 Deuxième étape : l’analyse des indicateurs avec les méthodes de la statistique descriptive 5) Pour comparer la variation entre les groupes des pays : 6) Pour estimer l’importance des différences entre les groupes des NEM : III. Le développement des nouveaux Etats membres avant la crise Les nouveaux pays membres de l’UE comprenaient en avril 2011 dix économies en Europe centrale et orientale (République tchèque, Slovaquie, Hongrie, Pologne, Slovénie, Estonie, Lettonie, Lituanie, Roumanie et Bulgarie) et deux dans la région de la Méditerranée (Malte et Chypre). La majorité de ces pays a adhéré à l’UE en 2004, la Roumanie et la Bulgarie en 2007. Cinq Etats sont devenus membres de la zone euro : Slovénie (2007), Malte (2008), Chypre (2008), Slovaquie (2009) et Estonie (2011). Les NEM ont quelques caractéristiques communes: • Une taille relativement petite (hors Pologne et Roumanie qui sont plus large). • La transition économique en cours ou finie (hors Malta et Chypre qui n’étaient pas pays socialistes) : plusieurs NEM sont déjà considérés comme pays développés.79 • Les politiques macroéconomiques libérales.80 • L’ouverture importante de l’économie au commerce extérieur et aux capitaux étrangers à cause des ressources et capitaux insuffisants (investissements plus grands que les épargnes) ; Gajdušková (2010). • Dans la majorité des cas un déficit de la balance de commerce et / ou du compte des transactions courantes (un excédent éventuel de la balance de commerce est couvert par la balance de revenus déficitaire) ; Gajdušková (2010). • Participation dans plusieurs projets d’intégration avant l’adhésion à l‘UE: les accords de libre‐ échange (ALECE et ZLEMB),81 l’union douanière (la République tchèque et la Slovaquie) et le groupe informel Groupe de Visegrád (V4). Selon leur position géographique, histoire, nivaux économique, les NEM peuvent être divisés en trois groupes : le groupe Visegrád (République tchèque, Slovaquie, Hongrie et Pologne) + Slovénie qui a un niveau économique et une structure de l’économie comparable, les pays Baltes (Estonie, Lettonie et 79 Ces pays sont membres de l’Organisation de coopération et de développement économiques (OCDE) et / ou regardé comme développés par le Fonds monétaire international (FMI) ou par le Forum économique mondiale de Davos (World Economic Forum). 80 L’approche libérale des NEM a été critiqué par certains économistes après l’apparition de la crise économique. 81 ALECE – Accord de libre-échange centre-européen, ZLEMB - Zone de libre-échange de la Mer Baltique. 142 Lituanie), les pays méditerranés (Malte et Chypre) et les autres pays européens (Roumanie et Bulgarie). La comparaison détaillée des groupes des nouveaux Etats membres est présentée dans les tableau n° 1 et n° 2. Tableau n° 1 : Les informations générales et l’équilibre interne des NEM avant la crise Valeurs fin 2007 Pays UE (27 pays) NEM (moyenne) Population au 1er janvier Moyennes, 1998-2007 PIB, standard de Structure de pouvoir d'achat l'économie, par habitant A/I/S, % du PIB 495291925 100,0% 25000 100,0% 8610195 1,7% 16400 65,6% 1,8 / 26,6 / 71,6 Valeurs fin 2007 g, π, u, pd, gd, % % % % % 2,5 2,8 8,6 4,9 6,39 9,7 81,2 31,0 3,5 / 34,6 / 62,0 4,2 5,5 10,6 54,1 38,6 0,8 / 3,5 / 3,2 0,5 1,5 4,5 12,5 15,6 3,8 / 30,8 / 65,5 N/D 59,0 Groupe de Visegrád (V4) + Slovénie Moyenne 13176568 2,7% Ecart-type 12850908 - République tchèque 10287189 2,1% 19900 79,6% 2,5 / 38,4 / 59,1 3,6 3,05 7,6 47,8 29,0 5393637 1,1% 17000 68,0% 4,1 / 38,4 / 57,5 5,0 6,49 16,2 47,0 29,6 Hongrie 10066158 2,0% 15600 62,4% 4,0 / 29,8 / 66,3 3,8 7,54 6,7 58,9 66,1 Pologne 38125479 7,7% 13600 54,4% 4,3 / 31,6 / 64,0 4,2 4,67 15,8 40,6 45,0 Slovénie 2010377 0,4% 22100 88,4% 2,5 / 34,6 / 62,9 4,5 5,72 6,4 76,1 23,1 3,6 / 28,7 / 67,8 7,3 3,8 10,6 86,4 9,9 0,3 / 4,0 / 4,0 0,5 1,1 0,9 20,9 5,4 Slovaquie 17640 3030 70,6% - Pays baltes Moyenne 2336198 Ecart-type 834738 0,5% - 15300 1451 61,2% - Estonie 1342409 0,3% 17300 69,2% 3,2 / 30,2 / 66,7 7,4 4,46 9,3 110,7 3,7 Lettonie 2281305 0,5% 13900 55,6% 3,6 / 23,2 / 73,2 7,8 4,62 11,0 88,8 9,0 Lituanie 3384879 0,7% 14700 58,8% 3,9 / 32,6 / 63,5 6,6 2,23 11,5 59,6 16,9 2,3 / 20,4 / 77,4 2,9 2,5 5,8 175,4 60,2 0,1 / 1,5 / 1,6 1,1 0,0 1,4 36,1 1,8 Malte + Chypre Moyenne 593247 0,1% 21100 Ecart-type 185437 - Malte 407810 0,1% 19100 76,4% 2,4 / 21,8 / 75,8 1,9 2,45 7,2 139,4 62,0 Chypre 778684 0,2% 23100 92,4% 2,2 / 18,9 / 79,0 4,0 2,54 4,4 211,5 58,3 6,3 / 35,0 / 58,8 4,9 16,5 10,3 47,3 14,9 0,3 / 2,8 / 3,0 0,6 9,1 3,0 14,4 2,3 2000 84,4% - Roumanie + Bulgarie Moyenne 14622205 Ecart-type 6942915 Roumanie 21565119 4,4% 10400 41,6% 6,5 / 37,8 / 55,7 4,3 25,54 7,3 32,9 12,6 7679290 1,6% 10100 40,4% 6,0 / 32,2 / 61,8 5,5 7,42 13,2 61,6 17,2 Bulgarie 3,0% - 10250 150 41,0% - Notes : Dans le cas des moyennes, il s’agit des moyennes arithmétiques non-pondérées ; les valeurs absentes dans les séries temporelles ont été ignorées. Standard de pouvoir d'achat (SPA) est unité monétaire artificielle utilisée pour des comparaisons des pays. pd a été estimée comme le rapport entre les crédits octroyés par les institutions financières monétaires et le PIB. Source : Eurostat, BCE, banques centrales nationales ; calculations propres 143 Tableau n° 2 : Les relations économiques étrangères des NEM avant la crise OUC - Zone euro NEM (moyenne) Les moyens des années 1998-2007 CTCI (3 gr. GL OUC, biens OUC, services principaux) (Int./Ext.) - 58,8% 45,9% - - 7, 6+8 0,64 / 0,61 - Les moyens des années 1998-2007 2000-2007 IR à 3 mois, % OUF OUF, IDE BB OUF, IdP+AI - - - - 3,24 6,6% -0,8% 14,5% 6,85 4,9% ‐0,2% 6,0% 6,73 12,9% 21,1% Groupe de Visegrád + Slovénie Moyenne 59,6% 50,9% 7 , 6+8 , 5 0,76 / 0,61 8,7% 10,8% Ecart‐type 15,5% 13,5% ‐ 2,2% 2,0% 1,7% 2,0% 2,9% 2,14 République tchèque 65,9% 56,4% 7 , 6+8 , 5 0,82 / 0,59 9,5% 10,2% 7,2% 3,0% 3,0% 3,27 Slovaquie 74,9% 65,3% 7 , 6+8 , 5 0,79 / 0,55 9,6% 10,1% 5,8% 0,1% 4,3% 5,82 Hongrie 68,7% 57,7% 7 , 6+8 , 5 0,79 / 0,59 10,9% 13,8% 5,1% ‐3,1% 8,7% 9,17 Pologne 30,6% 26,0% 7 , 6+8 , 0+1 0,77 / 0,57 4,6% 7,8% 4,1% 0,3% 3,8% 8,74 Slovénie 57,9% 49,0% 6+8 , 7 , 5 0,64 / 0,77 8,9% 12,2% 2,1% ‐1,2% 10,1% 6,65 0,59 / 0,63 10,6% 15,8% 5,2% ‐2,8% 11,3% 3,85 ‐ 6,3% 9,0% 3,1% 6,4% 1,08 ‐ Pays baltes Moyenne 49,6% 39,1% 6+8 , 7 , 2+4 Ecart‐type 22,6% 16,6% Estonie 79,0% 59,2% 6+8 , 7 , 2+4 0,62 / 0,66 19,7% 22,3% 9,6% ‐2,7% 12,6% 3,84 Lettonie 49,5% 38,0% 6+8 , 2+4 , 7 0,52 / 0,61 11,5% 25,3% 4,8% ‐6,5% 20,5% 5,10 Lituanie 54,6% 45,8% 6+8 , 3 , 7 0,63 / 0,62 8,8% 13,6% 4,4% ‐4,0% 9,2% 4,31 0,37 / 0,45 17,5% 33,8% 6,9% 1,2% 27,1% 3,36 ‐ 9,2% 22,7% 3,4% 3,7% 19,2% 1,35 12,1% 6,3% 53,5% 3,88 ‐ 2,9% Malte + Chypre Moyenne 50,7% 33,4% 7 , 0+1 , 6+8 Ecart‐type 22,5% 16,8% Malte 85,4% 58,3% 7 , 6+8 , 0+1 0,41 / 0,55 27,1% 65,6% Chypre 45,3% 19,5% 7 , 0+1 , 6+8 0,33 / 0,35 25,9% 44,7% 7,5% ‐1,9% 37,2% 4,65 ‐ Roumanie + Bulgarie Moyenne 41,8% 31,4% 6+8 , 7 ,3 0,68 / 0,73 11,3% 21,1% 6,7% 1,3% 14,5% 7,88 Ecart‐type 13,7% 9,8% ‐ ‐ 4,7% 8,4% 3,0% 2,0% 9,1% 8,51 Roumanie 35,8% 30,8% 6+8 , 7 , 3 0,68 / 0,74 5,0% 11,0% 4,9% ‐1,8% 6,1% 22,50 Bulgarie 58,1% 44,4% 6+8 , 7 , 3 0,69 / 0,72 13,6% 17,0% 5,5% 4,30 11,5% 2,1% Note : Dans le cas des moyennes, il s’agit des moyennes arithmétiques non-pondérées ; les valeurs absentes dans les séries temporelles ont été ignorées. Pour les taux d’intérêt la série est plus coutre. L’indice de Grubel et Lloyd a été calculé pour le commerce intérieur (int.) et pour le commerce extérieur (ext.). Source : Eurostat, BCE Sur la base des tableaux il est possible de constater que a) Entre les NEM il y a des différences de taille et de niveaux de développement, ce qui rend la comparaison plus difficile. Les plus peuplés sont la Pologne et la Roumanie (38,1 et 21,6 millions hab.), les plus riches – la Chypre, la Slovénie et la Malte (plus de 19000 unités SPA par habitant). 144 b) Les NEM ont une structure de l’économie similaire (selon l’importance : services, industries, agriculture). Néanmoins pour la Chypre et la Malte la part de l’industrie est moins élevée. Les plus industrialisés sont les pays de l’Europe centrale et du Sud (plus que 30 % du PIB). c) le NEM sont très ouverts au commerce étranger sauf la Pologne, la Roumanie, la Lettonie et la Chypre. De plus, la Chypre, la Malte et l’Estonie enregistrent un plus haute part du commerce de services que les autres (20 % ou plus du PIB). La structure du commerce est, néanmoins, similaire pour tous les NEM (dominance des groupes 6, 7 et 8). Sauf la Malte et la Chypre, le commerce est aussi plutôt intra‐ industriel. d) Pour certains NEM les IDE ne couvrent pas tout le déficit du compte de transactions courantes. C’est pourquoi ces pays sont obligés d’importer des capitaux à court terme et des crédits, p. ex. la Chypre et la Malte (IdP+AI – plus que un tiers du PIB). Par contre, la Bulgarie et la République tchèque importent plus des IDE que des capitaux à court terme et des crédits (11,5 % et 7,2 % du PIB). e) Quelques pays ont eu des taux d’intérêt plus élevés que ceux de la zone euro, p.ex. l’Hongrie, la Pologne, la Lettonie et la Roumanie.82 Pendant la période d’abondance des moyens financiers cela a entraîné une croissance importante des crédits étrangers dans ces économies. Le développement à long terme (1998-2007) des nouveaux Etats membres avant la crise a été caractérisé par : 1) Une croissance importante, particulièrement dans les pays baltes (7,3 % par an en moyenne), en Roumanie et en Bulgarie (4,9 % en moyenne) et la convergence réelle et l’approfondissement de l’intégration avec les pays de la zone euro. 2) Une détermination des dates d’adhésion à la zone euro par plusieurs NEM. Atteint par la Slovénie, la Malte et la Chypre et pendant la crise par la Slovaquie et l’Estonie. 3) La croissance de la dette privée quelques années avant la crise en raison des taux d’intérêt bas aux Etats‐Unis et en Union européenne. Selon certains auteurs l’augmentation des crédits en monnaie nationale et particulièrement en monnaie étrangère avant la crise a excédé les tendences à long terme ; Coudert et Pouvelle (2010) ; Milea, Glod, Lupu, et Criste, (2010), Koyama (2010) et Lazový et Slovakova (2009). Les plus endettés étaient les NEM méditerranéens et les pays baltes (175,4 % et 86,4 % de PIB en moyenne). La croissance de la dette privées a entraîné une surchauffe économique en Lettonie est dans quelques autres pays (Estonie, Bulgarie, Roumanie, République tchèque etc.) et a renforcé l’impact de la crise dans la région. De plus, l’Hongrie a enregistré une croissance de la dette publique à 66,1 % du PIB fin 2007. IV. L’analyse de la situation dans les nouveaux Etats membres pendant la crise Nous divisons l’analyse à trois parties : l’impact de la crise sur l’équilibre interne des NEM de l’UE, les perspectives pour l’année 2011 et le rôle de la monnaie unique européenne. Vu les différences indiquées ci-dessus, nous avons regroupé les pays selon leur ouverture de l’économie au commerce extérieur et selon la structure du flux des capitaux étrangers (sur la base des indicateurs et OUF, IdP+AI) en respectant les spécificités des pays méditerranéens :83 82 Slovénie et Slovaquie ont adapté leurs taux d’intérêt à ceux de la zone euro avant l’adhésion. C’est pourquoi nous ne les éxaminons pas en détail. 83 La Malte et la Chypre représentent un cas spécifique parmi les NEM, en raison de leurs position géographique, petite taille, niveau de développement, histoire différente (ex-colonies du Royaume-Uni) et culture. 145 IdP+AI – orientés Europe centrale et Méditerranée orientale IDE – orientés Moins ouverts au commerce extérieur Plus ouverts au commerce extérieur Pologne Lituanie, Roumanie, Slovénie Chypre Bulgarie, République tchèque, Slovaquie Estonie, Hongrie Malte Autres pays Lettonie Le cas de Lettonie ; vu le degré des problèmes, est étudié séparément. IV.1. L’impact de la crise sur l’équilibre interne des NEM La logique du cours de la crise financière et économique mondiale et sa propagation à l’Union européenne et les NEM de l’UE est présentée sur Figure n° 4.84 Figure n° 4 : Le cours de la crise financière et économique mondiale (2007–2010) La crise économique mondiale (la récession, les problèmes fiscaux) La crise financière mondiale (les problèmes de la dette, la chute des banques) Début L’accumulation des problèmes latents « l’ère avant LB » La chute de Lehman Brothers 2007 2001 « l’ère après LB » Tournant La crise de la dette grecque 2008 avr. 2007 La bulle immobilière aux Etats-Unis 2009 mars 2008 La crise financière des pays anglosaxonnes sept. 2008 nov. 2008 Le découplage Le désendetteentre les pays ment et développés et en l’extension de dévéloppement la crise Reprise 2010 Pic 2011 mars-mai 2010 Les mésures de soutien à l’économie L’impact de la crise sur l’UE, 1ère étape 2011 La crise de la dette des pays européens, la reprise dans le monde 2ème étape L’impact de la crise sur les NPM de l’UE Source : Singer (2010), Gaïdar et ali (2009), BBC ; modifications propres Selon le développement du PIB, les nouveaux Etats membres sont entrés dans la crise à partir de 3ème trimestre 2008, un trimestre après l’ensemble de l’Union européenne. Les raisons de ce retard peuvent résider dans la réaction des agents éocomiques limitée par des contrats existants (prix et quantités fixés) et par la réaction des investisseurs. Néanmoins, les bourses des NEM a ensuite enregistré un exode important des capitaux, car les investisseurs a essayé de compenser des pertes sur leurs marchés de base (l’Europe occidentale et les Etats-Unis).85 Selon l’impact de la crise sur les économies nationales, il est possible de distinguer trois groupes des pays en Union européenne : • 84 Les pays qui ont participé à la crise financière anglo‐saxonne : le Royaume‐Uni. Figure n° 4 constitue une synthèse des approches des économistes occidentaux et de l’Europe centrale et orientale : BBC, Singer (2010) et Gaïdar et ali (2009). 85 La présentation du directeur de la Bourse de Prague, Ing. Petr Koblic, à l’Université d’Economie de Prague, dans le cadre du cours « Commerce international », avril 2009. 146 • • Les pays qui sont entrés dans la récession à cause de la crise mondiale : la majorité des Etats membres incluant les NEM. Les pays qui ont des problèmes de la dette privée et / ou publique: la Grèce, l’Irlande, l’Italie, l’Espagne, le Portugal et la Léttonie (éventuellement l’Hongrie, cf. Tab. n° 4). Il est évident que les NEM appartiennent aux deux derniers groupes. La crise a ainsi été plutôt importée pour les nouveaux Etats membres sauf la situation en Lettonie qui a connu des problèmes propres liés, entre autres, aux activités des banques suédoises; Koyama (2010). Tableau n° 3 : Les indicateurs de l’équilibre interne des NEM avant et pendant la crise g, % 1998-07 π, % 2008-10 1998-07 u, % 2008-10 1998-07 pd, % 2008-10 fin 2007 gd, % fin 2010 fin 2007 fin 2010 51,5 45,0 55,0 Moins ouverts au commerce extérieur, IDE-orientés Pologne 4,2 3,5 4,67 3,63 15,8 8,3 40,6 Moins ouverts au commerce extérieur, IdP+AI-orientés (Europe centrale et orientale) Lituanie 6,6 -3,5 2,23 5,50 11,5 12,4 59,6 62,7 16,9 38,2 Roumanie 4,3 -0,4 25,54 6,53 7,3 6,7 32,9 40,3 12,6 30,8 Slovénie 4,5 -1,1 5,72 2,83 6,4 5,9 76,1 90,3 23,1 38,0 Moyenne 5,1 -1,6 11,2 5,0 8,4 8,3 56,2 64,4 17,5 35,7 Ecart type 1,07 1,34 10,27 1,56 2,23 2,93 17,82 20,45 4,31 3,44 211,5 293,4 58,3 60,8 Moins ouverts au commerce extérieur, IdP+AI-orientés (Méditerrané) Chypre 4,0 1,0 2,54 2,40 4,4 5,1 Plus ouverts au commerce extérieur, IDE-orientés Bulgarie 5,5 0,3 7,42 5,83 13,2 7,5 61,6 73,2 17,2 16,2 République tchèque 3,6 0,3 3,05 2,70 7,6 6,1 47,8 53,5 29,0 38,5 Slovaquie 5,0 1,7 6,49 1,83 16,2 12,0 47,0 48,1 29,6 41,0 Moyenne 4,7 0,7 5,7 3,5 12,3 8,5 52,1 58,3 25,3 31,9 Ecart type 0,79 0,65 1,88 1,72 3,60 2,49 6,74 10,79 5,71 11,15 Plus ouverts au commerce extérieur, IdP+AI-orientés (Europe centrale et orientale) Estonie 7,4 -5,3 4,46 4,50 9,3 12,1 110,7 97,3 3,7 6,6 Hongrie 3,8 -1,6 7,54 4,90 6,7 9,7 58,9 65,4 66,1 80,2 Moyenne 5,6 -3,4 6,0 4,7 8,0 10,9 84,8 81,4 34,9 43,4 Ecart type 3,00 1,87 1,54 0,20 1,30 1,20 25,89 15,95 31,20 36,80 Plus ouverts au commerce extérieur, IdP+AI-orientés (Méditerrané) Malte 1,9 1,9 2,45 2,83 7,2 6,6 139,4 155,9 62,0 68,0 14,4 88,8 97,3 9,0 44,7 Autre nouveaux Etats membres Lettonie 7,8 -7,5 4,62 5,80 11,0 Note : Dans le cas des moyennes, il s’agit des moyennes arithmétiques non-pondérées ; les valeurs absentes dans les séries temporelles ont été ignorées. pd a été estimée comme le rapport entre les crédits octroyés par les institutions financières monétaires et le PIB. Source : Eurostat, BCE, banques centrales nationales ; calculations propres Tableau n° 4 présente les valeurs moyennes des indicateurs de l’équilibre interne pendant la crise mondiale (2008–2010)86 en comparaison avec le développement à long terme avant la crise (1998–2007). 86 Les nouveaux Etats membres sont entrés dans la crise vers la fin 2008 ; cf. Figure n° 4. 147 Sur la base du tableau il est possible de constater que les deux groupes des NEM orientés vers des investissements directs étrangers (IDE) ont enregistré les meilleurs résultats : la Pologne, le pays le moins ouvert, n’a pas connu de croissance négative (3,5 % en moyenne, 2008-2010) et la Bulgarie, la République tchèque et la Slovaquie ont connu un déclin modéré (de 0,7 % en moyenne). Les valeurs des autres indicateurs étaient plus similaires (taux d’inflation : 3,63 % et 3,5 % ; taux de chômage : 8,3 % et 8,5 % ; dette privée : 51,5 % et 58,3 %). La dette publique a été plus important que dans les autres pays de l’Europe centrale et orientale. Les groupes orientés vers des investissements de portefeuille et des autres investissements (IdP+AI) ont connu un déclin important (-1,6 % et -3,4 %). Cela peut être expliqué par la croissance rapide et ensuite une baisse du taux de croissance similaire des pays baltes avant la crise. Les valeurs des autres indicateurs étaient aussi plus ou moins proches entre elles (sauf la dette privée : 64,4 % et 84,4 %). Pour la Malte et la Chypre les résultats était également très similaires avec un ralentissement modéré de la croissance et l’augmentation rapide de la dette privée (de 211,5 % à 293,4 % pour la Chypre et de 139,4 % à 155,9 % pour la Malte).87 Ces pays ont aussi une dette publique supérieure à celle des pays de l’Europe centrale et orientale. Le développement de Lettonie était plus grave, en comparaison avec les autres groupes des NEM (déclin de l’activité de 7,5 % en moyenne, l’accélération de l’inflation, la croissance du chômage, de la dette privée et de la dette publique de 9,0 % à 44,7 % du PIB). Le degré de la différence entre les groupes des NEM est présenté dans le tableau n° 5. Tableau n° 4 : La variance entre les groupes (VIG) des NEM g, % 1998-07 VIG 42,2 π, % 2008-10 91,1 1998-07 56,5 u, % pd, % 2008-10 1998-07 2008-10 fin 2007 66,8 79,2 74,0 93,9 gd, % fin 2010 97,5 fin 2007 fin 2010 66,0 46,1 Source : Eurostat, BCE, banques centrales nationales ; calculations propres Le tableau montre que les différences entre les groupes ont augmenté pendant la crise pour les indicateurs de croissance,88 d’inflation et de la dette privée (ce qui signifie une divergence entre les NEM) et ont baissé pour le chômage et la dette publique à cause de la récession et de l’implémentation des programmes anti-crise. L’augmentation de la dette publique et les problèmes fiscaux posent aujourd’hui problèmes pour la majorité des NEM. Pour conclure, selon les données il est possible de constater que la structure du flux des capitaux étrangers semble plus important que l’ouverture au commerce extérieur, car tous les groupes ayant une structure du flux des capitaux pareille ont enregistré un développement similaire, p. ex. la Pologne et la groupe de Bulgarie, République tchèque et Slovaquie. Les conclusions peuvent, quand même, être influencée par les distorsions dans les moyennes en raisons des différences entre les nouveaux Etats membres (taille, niveau de développement etc.) et par l’utilisation des séries temporelles en euro (les distorsions crées par la conversion des monnaies nationales en monnaie unique). IV.2. Les prévisions pour l’année 2011 et le future A partir l’année 2010 les NEM connaissent une reprise économique même si une partie de l’Union européenne reste encore en crise (l’Irlande, le Portugal en avril 2011). La reprise peut être montrée par les changements de l’indice mondial de la compétitivité publié par le Forum économique mondial de Davos ; cf. Tableau n° 5. Tableau n° 5 : Les positions des NEM selon l’indice mondial de la compétitivité 87 La Malte et la Chypre peuvent être considérées comme paradis fiscaux. C’est pourquoi la croissance de leur dette privée peut avoir plusieurs raisons. Certains économistes attribuent la situation à Chypre à la crise grecque. 88 La différence entre la croissance des groupes a été très importante pendant la crise : le minimum de -7,5 % en Lettonie et le maximum de 3,5 % en Pologne. La valeur a, quand même, été influencé par le choix des pays dans les groupes. Lettonie Autre NEM Malte Plus, IdP+AI (M) Hongrie Estonie Plus, IdP+AI (E) Slovaquie République tchèque Bulgarie Plus, IDE Chypre Moins, IdP+AI (M) Slovénie Roumanie Lituanie Moins, IdP+AI (E) Pologne Moins, IDE 148 2006–2007 (de 122) 45 45 51 39 73 40 49 49 47 74 31 36 26 26 26 51 51 44 44 2007–2008 (de 131) 51 51 50 38 74 39 55 55 51 79 33 41 27 27 27 56 56 45 45 2008–2009 (de 134) 53 53 51 44 68 42 40 40 52 76 33 46 47 32 62 52 52 54 54 2009–2010 (de 133) 46 46 51 53 64 37 34 34 51 76 31 47 47 35 58 52 52 68 68 2010–2011 39 39 53 47 67 45 40 40 56 71 36 60 43 33 52 50 50 70 70 Note : Moins, Plus – ouverture au commerce extérieur ; E, M – Europe centrale et orientale et Méditerrané Source : Forum économique mondial de Davos Néanmoins, dans ce cas il n’est pas possible de trouver la même structure que sur Tableau n° 3 (la structure des flux des capitaux étrangers ne joue pas un rôle important pendant la reprise). Les pays qui améliorent leur position en 2010-2011 sont la Pologne, la Chypre, la Roumanie et la Bulgarie. En même temps, la Lettonie et la Slovaquie perdent des positions. Le Forum économique mondial indique que en 2011 les économies les plus performantes en Europe centrale et orientale reste l’Estonie et la République tchèque (33ème et 36ème). En ce qui concernent les tendances, L‘Economist Intelligence Unit, le bureau analytique de la magazine « The Economist », prévoit la croissance de 3,1 % pour la région de l’Europe centrale et orientale en comparaison de 1,1 % pour l’UE-27 (1,7 % par l’Eurostat). Il est probable que la Malte et la Chypre montreront également des bons résultats. Cela permettra les NEM de poursuivre leur convergence vers les pays de la zone euro. Les plus grand problèmes, quand même, seront, à court terme, le chômage et, à longe termes, les problèmes fiscaux qui empêchent certains pays d’adhérer à l’union monétaire dans les délais déterminés avant la crise. IV.3. Le rôle de la monnaie unique pendant la crise Aujourd’hui (avril 2011) il est difficile de déterminer si l’euro a aidé les cinq nouveaux Etats membres de la zone euro à mieux surmonter la crise (si l’effet net est positif). Čajka (2010) et Halmai et Vásáry (2010) indiquent que • • • • La Slovénie (2007) a eu des problèmes avec l’inflation après l’adhésion à la zone euro résultant des accords entre les gouvernement et les syndicats de ne pas exiger l’augmentation des salaires pendant l’année 2006. La Malte et la Chypre (2008) utilisaient l’euro couramment avant leur adhésion grâce au tourisme des pays de la zone euro (cf. la part du commerce des services dans leur PIB, Tableau n° 1). Slovaquie (2009) a fixé son taux de change à l’euro pendant la période défavorable, quand les taux de changes des pays de l’Europe centrale et orientale connaissaient une appréciation temporelle, et n’a pas donc pu effectuer une correction suivante. Cela a produit un impact négatif sur les exportations slovaques pendant la crise. Estonie (2011) a connu une surchauffe de l’économie avant la crise et une baisse importante de l’activité pendant la crise. Il est donc possible de constater que l’euro aide les NEM seulement si leur convergence réelle vers la zone euro est suffisante et augmente dans le temps et que le gouvernement et la banque centrale du pays ont choisi le temps optimal pour l’introduction de la monnaie unique. Sinon l’euro peut détériorer la situation. Points forts de la monnaie unique pendant la crise : 149 • • L’absence de volatilité du taux de change, la stabilité plus forte peut attirer plus d’investissements – cf. la Slovénie, la Slovaquie, la Malte et la Chypre. Après la crise grecque il est possible de recevoir l’aide de la zone euro dans le cas des problèmes – tous les pays de la zone euro. Points faibles de la monnaie unique pendant la crise : • • • • L’absence d’une politique monétaire propre, particulièrement quand le développement est assymétrique dans la zone euro – l’inflation en Slovénie, les mesures anti‐crise en Slovaquie etc. L’impossibilité de déprécier sa monnaie pendant la crise pour stimuler les exportations. Cela peut constituer un problème si le taux de change avait été fixé à un niveau non‐naturellement fort avant la crise – cf le cas de la Slovaquie. La dégradation de la situation si quelques autres critères Maastrichte ont été remplies artificiellement. L’obligation d’aider les pays avec des problèmes fiscaux : la Grèce, l’Irlande, le Portugal etc. – cf. la Slovaquie. La recherche sur la problématique, p. ex. Čajka, Gajdušková et Bolotov (2010) et Bolotov (2011b) et, n’a pas également jusqu’ici montré que la situation des NEM – membres de la zone euro a été considérablement meilleure que dans les autres NEM pendant la crise. Néanmoins, comme il a été déjà indiqué, l’euro a apporté aux nouveaux Etat membres des aspects positifs. La question reste, quand même, si l’effet net était également positif pour tous les cinq nouveaux membres de la zone euro. Conclusion 1) Dans cet article nous utilisons une propre définition de l’équilibre interne à l’aide de cinq indicateurs : le taux de croissance du Produit intérieur brut (PIB), le taux d’inflation, le taux de chômage, la dette privée et la dette publique en pourcentage du PIB. 2) Du point de vue de la théorie économique, il est posible de trouver trois groupes des facteurs qui renforcent ou affaiblissent l’impact d’une crise importée sur l’économie du pays: la propension des agents économiques à s’endetter ; l’ouverture de l’économie au commerce extérieur et aux capitaux étrangers et la structure du commerce et du flux des capitaux ; et la politique macroéconomique du gouvernement et de la banque centrale. 3) Le développement à long terme (1998-2007) des nouveaux Etats membres avant la crise a été caractérisé par : • • • Une croissance importante, particulièrement dans les pays baltes, en Roumanie et en Bulgarie et la convergence réelle et l’approfondissement de l’intégration avec les pays de la zone euro. Une détermination des dates d’adhésion à la zone euro par plusieurs NEM. Atteint par la Slovénie, la Malte et la Chypre et pendant la crise par la Slovaquie et l’Estonie. La croissance de la dette privée quelques années avant la crise en raison des taux d’intérêt bas aux Etats‐Unis et en Union européenne. 4) La détérioration de l’équilibre interne semble d’être principalement influencée par la structure du flux des capitaux étrangers. Les pays qui importent plus des capitaux à court terme (investissements de portefeuille) et des crédits étrangers (autres investissements) que des investissements direct ont connu des problèmes plus importants. La Lettonie a eu des problèmes propres plus grave que la moyenne des NEM. 5) A partir de l’année 2010 les nouveaux Etats membres connaissent une reprise de l’activité et poursuivons leur convergence vers la zone euro. 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Eurostat, http://ec.europa.eu/eurostat 5. Banque centrale européenne, http://www.ecb.int 6. Banque nationale d’Estonie, http://www.bankofestonia.info 7. Banque nationale tchèque, http://www.cnb.cz 8. Banque nationale de Slovaquie, http://www.nbs.sk 9. Banque nationale de Hongrie, http://www.mnb.hu 10. Banque nationale de Pologne, http://www.nbp.pl 11. Banque de Slovénie, http://www.bsi.si 12. Banque de Lettonie, http://www.bank.lv 13. Banque de Lituanie, http://lb.lt 14. Banque nationale de Roumanie, http://www.bnr.ro 15. Banque nationale de Bulgarie, http://www.bnb.bg 16. Banque centrale de Chypre, http://www.centralbank.gov.cy 17. Banque centrale de Malte, http://www.centralbankmalta.org/ THE IMPACT OF THE CRISIS ON BALTIC COUNTRIES89 Dopad hospodářské krize na země Pobaltí Ing. Radek ČAJKA90 University of economics, Prague [email protected] Introduction Latvia and the other two Baltic countries (Estonia and Lithuania) that joined the European Union in 2004 were for quite a long period of time considered for model transition economies with excellent economic performance. But as the financial crisis and especially the panic that flooded the markets made its appearance in this small part of Europe, several bad or unhealthy economic facts about these countries were revealed. During a few weeks position of these countries switched from general chanting about their performance to very serious financial troubles that had to be solved with the help of international (financial) institutions, because otherwise some of them would have gone bankrupt. The aim of this article is to review the impacts of financial and economic crisis on these three Baltic countries, with a special paid to the situation in Latvia. Literature overview There are several papers that have been written so far about the development in Latvia. Most analyzes come from the IMF, which is responsible for the reviewing of the economy development, because credits are directly linked to the performance. I found these papers very helpful and detailed. Other papers, like Staehr (2010), Purfield, Rosenberg (2010) or Ingves (2010) deal more with the situation in the whole Baltic region and compare the development of all three countries. Important feature of all the papers is that they do not differ much in the analysis and, more importantly, in the outcomes, i.e. little disputation is involved. The Latvian case – overview Before analyzing the current situation of Latvian economy and the importance and outcomes of the Stand-By Arrangement, there is a need to explain how and why Latvia ended up in such an economic unfavorable situation. Just by listing the important facts we realize that there were several initial reasons that caused overheating of the Latvian economy during 2006 and 2007 (IMF 2009; 5): • Real-estate bubble – real estate prices grew in 2005 and 2006 by more than 60 %, which led to the increase in the volume of provided credits by annual rate of 50 % (many of the purchases were only speculative, which was raising prices artificially). This contribution to the conference proceeding was carried out within the F2/15/2010 internal UEP grant. 90 Ph.D. student and assistant lecturer within Faculty of international relations, Department of international trade. 89 154 • Excessive growth of domestic demand, mainly driven by private consumption and real estate investment. • Wage and price inflation acceleration at the beginning of 2007. • Procyclical fiscal policy of the government, which had its origin in rising tax revenues and inflow from EU funds (according to the IMF calculations contributed public sector expenditures and incoming EU funds to the growth of Latvian economy in 2007 by 6 % and thus economy was exceeding its potential by 9 %) (Purfield, Rosenberg 2010; 16). This unfavorable economic development constituted (together with other facts that will be stated below) severe difficulties for the country: • Rapid slowdown of the economy – its real GDP growth rate dropped from 12.2 % in 2006 (10.0 % in 2007 respectively) to – 4.2 % in 2008 and then even to – 18.0 % in 200991, which was mainly caused by drop in consumption, investment and net exports (IMF 2009; 6). Graph 1 – Economic development in Latvia Source: Eurostat 91 Eurostat data. 155 Graph 2 - Economic development in Latvia Source: Eurostat • The mentioned slowdown of the economy decreased national tax revenues, and with increasing unemployment, raised, on the other hand, the volume of paid social benefits. Thus, the government deficit amounted to – 4.2 % of GDP in 2008 and – 9.7 % in 200992, which was the exact opposite development to the previous years with nearly balanced budgets. Other important contributions to those deficits were costs connected with the situation in banking sector (see below). Graph 3 – Government deficits in individual years Source: Eurostat 92 Eurostat data. 156 • The only characteristic that improved during this time was the current account deficit, which had originally arisen from net imports of tradebles and outflow of profits. Contraction of this deficit was caused by falling domestic demand for imported goods and drop in the profits of foreign subsidiaries in Latvia. Graph 4 – Current account and income balance development Source: Eurostat • High external debt combined with maturity below one year (amount exceeded 50 % of GDP) and solvency problems of the private sector constituted additional threats. • But the biggest problems were accumulated within the banking sector: o Two-thirds of the provided bank loans were backed by real estate, which did not constitute beneficial situation in time of bursting of the real estate bubble, when the prices went down. o More than 60 % of all banks were owned by parent banks from Nordic countries, especially from Sweden. Parent banks also were the main source of financing. The rest of the Latvian banks were owned and financed mainly from CIS countries, which represented more fragile element. As financial crisis boosted, investors and other institutions were getting more and more concerned about the sustainability of the peg that has been used in Latvia since the beginning of the transformation process. The reason was (except for the above stated facts) that short-term capital started to leave the economy and it was generally expected that the government would have to absorb the liabilities of the financial sector. These concerns were supported by the downgrade of the Latvian rating by all three main agencies. 157 During couple of months approximately 10 % of all deposits left the banking system, withdrawals came especially from the CIS countries. The missing liquidity had to be put into the system by the central bank, which was reflected then in decreasing foreign exchange reserves. The biggest Latvian bank, the Parex Bank, had to be nationalized (in form of adding liquidity) in order to increase confidence and reduce the outflow of deposits. The IMF Stand-By Arrangement Considering the possible consequences of the existing situation Latvia was facing, there arose a need for external help. The government decided to request this help via the IMF Stand-By Arrangement, but this source could not have covered all the financial needs. That is why additional 6.3 billion EUR (3.1 billion from the EU, 1.8 billion from Sweden, Denmark, Norway and Finland, 0.2 billion, 0.1 billion and 0.1 billion from the Czech Republic, Poland and Estonia respectively, 0.4 and 0.1 billion from the World Bank and the EBRD and 0.5 billion EUR from the Swedish central bank the Riksbank had to be added to the originally provided credit line from the IMF in the value of 1.7 billion EUR. The program of all participated authorities concentrated primarily at its beginning at the existing liquidity crisis, the middle- and long-term aim is to ensure sustainability of the external position of the economy while maintaining the peg. Not maintaining it would have probably meant strong devaluation or depreciation of the exchange rate, which would have caused serious difficulties since majority of loans had been provided in foreign currencies (60 % of all corporation and 40 % of all household credits) (Purfield, Rosenberg 2010; 30). Scope of the program aimed at six different parts of the economy (IMF 2009; 9): 1) Monetary and exchange rate policy – maintaining of the quasi currency board was the central task, since devaluation or making the currency float would have had adverse effect on both banks and individual balance sheets. 2) Macroeconomic framework – real exchange rate depreciation was desired. Since this was not achievable considering the peg, the only way was lower domestic inflation rate. This proved not to constitute a problem considering the economic drop. 3) Financial sector reform – the immediate task was to eliminate further deterioration in the bank deposits and to reduce other vulnerabilities in the banking sector and increase confidence. In middle-term, the revision of banking system supervision and regulation was needed. 4) Private debt restructuring – dealing with the rising insolvency of individuals and corporations that was expected (using new insolvency law, personal bankruptcy, etc.). 5) Fiscal policy – program includes substantial fiscal tightening that limits deterioration in the budget deficit. Following measures were expected to take: revenue measures (increases in VAT and excises), expenditures cuts (public sector nominal wages and current spending) – although having short-term contractionary effects -, improvement in the tax system (shift from direct to indirect taxes and improved tax collection), institutional changes and new local government spending guidelines (Staehr 2010; 686). 158 6) Structural reform and income policy – structural reform was needed to improve the competitiveness of the tradable sector since devaluation was not an option, and also reversing the excessive wage rate growth was desired. The working-out of the program – current development in Latvia Positive development has been experienced regarding the GDP growth93. The 2010 rate was still negative (-0.3 %), but compared with huge drops in its values during the preceding years shows this positive change. The outlook promises for 2011 and 2012 positive growth (by forecasting 3.3 % and 4.0 % growth, respectively). More importantly, the industrial production has recovered since the second half of 2009 (monthly average growth in number of new orders amounts to 3 %94). This is mainly caused by foreign demand, because domestic demand is still staying at low volumes, resulting from tightened fiscal policy and high unemployment rate, which is still climbing up to 15 % value95 and any improvement can’t be expected on short-term basis. The price development is returning to normal one. After 12 months of deflation between the mid of 2009 and 2010, inflation rate has been showing positive numbers recently. The period of deflation was, on the other hand important for the process of real depreciation, since the peg is still being hold. But this real depreciation hasn’t eliminated the previous real appreciation yet (that occurred especially due to rise in wages)96. There might be still some real overvaluation (see Graph 1). Graph 5 – Development of the Latvian REER Source: (IMF 2010; 7) Graph 6 - Development of the Latvian REER (CPI based) All following data comes from Eurostat. Eurostat data. 95 Source: Macroeconomics.lv 96 The average annual rate of change in prices (based on m/m-12) during 2007-2008 accounted for 12.7 %, while the mentioned period of deflation showed decrease in prices of -1.8 % (same type of observation). Values based on own calculations. 93 94 159 Source: Eurostat Fiscal tightening has brought some positive results, but the values still remain double-digit (10.2 % of GDP in 2009, approximately the same expected for 201097). Lower ratios were probably not accessible due to the needed maintaining of the social coverage of poorest and unemployed people. With the economy getting in better condition in 2011, further measures to reduce the deficit are supported by the financing providing authorities. The target value should lie around 6 % of GDP. The biggest problem in this field still remains the lack of willingness to stick by the proposed fiscal discipline by individual departments and local governments (IMF 2010; 16). Concerning the financial sector consolidation, the government decided to restructure the asset portfolio in the most hit bank, the Parex bank. This decision involved transfer of performing assets and most junior liabilities into a newly set-up bank, the Parex banka, whereas the other assets and liabilities stayed in the resolution bank, the Parex bank98. EBRD is a shareholder in both banks (EBRD 2011; 2). Bettering of the situation can be also illustrated by the downward trend in the development of the Credit default swaps of Latvian bonds (see Graph 2). 97 98 Eurostat data. Source: Parex Banka 160 Graph 7 – Development of the Latvian CDS Source: (IMF 2010; 10) Very important for the whole process of working-out of the program were the parliamentary elections that took place in October 2010. If the opposition forces had won, then the fulfillment of the program would have probably been threatened, because the opposition parties had not supported its introduction. Fortunately for Latvia the ruling coalition parties gained the majority in the parliament, which considerably reduced the existing uncertainty. Possible future risks for the economy and conclusion The development of the Latvian economy has been so far rather positive. But still there remain some possible future risks: • Further needed fiscal consolidation will be difficult, since the areas that are quite easy to tap, have been chosen already. Another question will be the political willingness to proceed this difficult way. • Internal devaluation and especially improved external demand has helped to raise the competitiveness of Latvian production, but it will probably be a long way to raise it to sufficient level, since the restructuring of the economy and factor price adjustment (especially level of wages) are still at the beginning. • Level of non-resident deposits is even higher than the pre-crisis level, which may have negative future implications (IMF 2010; 25). • Additional risk is involved in possible spillover effect of sovereign debt difficulties from countries using single European currency (e.g. Ireland, Greece or Spain). Further crisis could again convince non-residents to withdraw their deposits from Latvian bank. To conclude this interesting issue, we would have to say that there are still some future uncertainties about the development of Latvian economy. Their successful 161 overcoming will strongly depend on the willingness of the political representation to follow the proposed hard steps, which should in middle term bring the economy into the position, where it will be able to pass the Maastricht convergence criteria and join the euro area (Purfield, Rosenberg 2010; 31). The case of Estonia – brief overview The development in Estonia could be described with almost similar words and graphs as the one in Latvia. The economy experienced quite considerable drop in 2008 and 2009, which was mainly caused by the huge decline in domestic demand. This decline arose from the crush of domestic credit system (illustrated by the table below), reduced government spending and increased unemployment rate). Graph 8 – Credit growth (YOY, in %) Source: (Purfield, Rosenberg 2010; 5) The GDP decline accounted in 2008 for 5.1 %, in 2009 for 13.9 %. The performance of the economy in 2010 showed a positive improvement, when it rose by 3.1 %. 162 Graph 9 - Economic development in Estonia Source: Eurostat Graph 10 - Economic development in Estonia Source: Eurostat Although the development of the main variables might appear to be the same as in the case of Latvia, there’s been an important difference in financial sector. Estonia has been showing different structure of this sector (especially concerning the banking sector). The level of the resident deposits did not decrease during 2008, and, more 163 importantly, the exposure to the non-resident deposits showed much lower values during the financial crisis, as can be seen on the below stated graph. Graph 11 - Private non-MFI non-resident deposits (% of total private non-MFI deposits) Source: (Purfield, Rosenberg 2010; 28) The other important feature is that this level did not drop between 2007 and 2009, as it did especially in case of Latvia. Also the structure of the non-residents is different. In Latvia, most of these depositors come from the CIS countries, but in Estonia, most of them are residents of the Northern Europe countries, such as Sweden or Finland. Reflecting the near complete ownership of the banking system by foreign banks, Estonia relied on direct support of parents to meet any liquidity needs and negotiated a direct precautionary swap line with Swedish Riksbank (in place March-December 2009) to shore up banks’ liquidity buffers under its currency board to insure against any risk of large scale deposit runs (Ingves 2010; 4). This line was never used. Based on this development, which was not that destructive for Estonia, it has not stopped trying to join the euro area. The goal of the Estonian government was to adopt the single European currency with the beginning of 2011. This date differed from the originally stated one, because the adoption had to be moved due to the occurrence of the financial crisis. 164 Table 1 – Maastricht criteria fulfillment in Estonia General HICP Country General inflation in governmen governmen 99 excessiv t surplus or t debt (% e deficit deficit (% of GDP) of GDP) 2008 2009 2010 10.6 0.2 -0.7 No No No -2.7 -1.7 -2.4 4.6 7.2 9.6 Currency participatin g in ERM II Yes Yes Yes Exchang e rate vis-à-vis euro10 Longterm interes t rate100 0.0 N/A 0.0 N/A 0.0 N/A Source: (ECB 2010; 33) As can be seen from the above stated table, Estonia hadn’t had difficulties with criteria fulfillment during 2010. The inflation rate showed negative number, -0.7 % while the reference value accounted for 1.0 %. Overcome seemed to be the problem with higher inflation rate from 2008, cause mainly by the rise in wages, as the economy was overheated. Since Estonia managed, despite experiencing financial crisis, to carry out further fiscal consolidation, fulfillment of both fiscal criteria did not constitute any burden. Additional effort will have to be done to comply with the medium-term budgetary objective specified in the Stability and Growth Pact, which is quantified in the convergence program as a slight cyclically adjusted surplus net of one-off and temporary measures (ECB 2010; 43). Data on long-term interest rate are not available, since there is no long-term bond issuing with regard to the low level of general government debt. The case of Lithuania – brief overview Lithuania experienced quite the same development in economic terms as Latvia or Estonia, also with the same reasons. 99 Average annual percentage chase. For Estonia no long-term interest rate is available. 100 165 Graph 12 – Economic development in Lithuania Source: Eurostat Graph 13 – Economic development in Lithuania Source: Eurostat 166 But again, there was a different development within the financial (banking) sector. The level of deposits of non-residents dropped between 2007 an 2009, but the values below 10 % did not constitute such problems as in Latvia. Lithuania, in contrast, did not rely on external or domestic contingent funding lines. Responding to pressures on deposits, particularly in Swedish subsidiaries, the Bank of Lithuania reduced its revere requirement from 6 to 4 percent and the government raised the level of coverage under the deposit insurance scheme to €100,000. Parent banks provided their subsidiaries with the liquidity support to meet deposit withdrawals, particularly at the height of pressures in the fall of 2008 (Purfield, Rosenberg 2010; 27). Conclusion The whole Baltic region has been hit quite seriously by the financial and economic crisis. All three countries had to face at its beginning considerable drop in domestic demand and, consequently, in national GDP. But more interesting is to follow the development in financial (or specifically banking) sector, because there the situation had been different. Most severe development showed Latvia between 2008 and 2009. The reason was huge exposure of domestic banking sector to non-resident deposits, which had been entering the sector especially from the CIS countries. And when the first signs of the crisis showed up, the deposit deterioration started and caused the unfavorable situation in Latvia, which has to be solved with the help of external partners. In other two countries, the ratio of non-resident deposits was much lower and did not change much (especially in Estonia) during 2008 and 2009. The question is, whether that development could have been more favorable in these countries if they had adopted single European currency before the crisis started, or not. I wouldn’t say so, because the unfavorable development was to some extent caused by the bad structure of the banking sector. Sure, euro would enhance confidence, but would not, probably, stop the bank run in Latvia, since the exposure was too high. 167 References 1. Staehr, K. 2010, "The Global Financial Crisis and Public Finances in the New Eu Countries in Central and Eastern Europe: Developments and Challenges", Public Finance and Management, vol. 10, no. 4, pp. 671. 2. Purfield, C., Rosenberg C. B. 2010, " Adjustment under a Currency Peg: Estonia, Latvia and Lithuania during the Global Financial Crisis 2008-09 ", IMF Working Paper WP/10/213. 3. Ingves, S., 2010, "The crisis in the Baltic – the Riksbank’s measures, assessments and lessons learned" (http://www.riksbank.com/upload/Dokument_riksbank/Kat_publicerat/Tal/2010/t al_100202e.pdf) 4. ECB 2010, "Convergence Report 2010" (http://www.ecb.eu/pub/pdf/conrep/cr201005en.pdf) 5. IMF 2010, " Republic of Latvia: Third Review Under the Stand-By Arrangement and Financing Assurances Review, Request for Rephasing of Purchases Under the Arrangement, and Request for Waiver of Applicability of a Performance Criterion ", IMF Country Report No. 10/357. 6. IMF 2009, " Republic of Latvia: Request for Stand-By Arrangement—Staff Report; Staff Supplement; Press Release on the Executive Board Discussion; and Statement by the Executive Director for the Republic of Latvia ", IMF Country Report No. 09/3. 7. EBRD 2011. "Latvia" EBRD Factsheets (http://www.ebrd.com/downloads/research/factsheets/latvia.pdf). 8. Parex banka 2011. "History" (http://www.parex.lv/en/history#beginning-of-anew-path-01-08-2010). 9. Parex banka 2011. "History" (http://www.parex.lv/en/history#beginning-of-anew-path-01-08-2010). 10. Macroeconomics.lv 2011 “Registered unemployment rate” (http://www.macroeconomics.lv/statsdata/74) COMPETITIVENESS OF CZECH WINE PRODUCERS DURING FINANCIAL AND ECONOMIC CRISIS101 Ing. Martina FROŇKOVÁ University of Economics, Prague, Faculty of International Relations [email protected] Abstract Global financial and economic crisis has negatively affected most of EU states. Especially small and medium export oriented enterprises have felt negative impacts of the crisis significantly. This paper is focused on real examples and experiences with export clustering. The main aim is to identify whether it would be beneficial for Moravian wine producers to form wine cluster to support increase in export activity. Key words : financial and economic crisis, export, cluster, wine industry, Porter´s diamond Introduction The Czech Republic is relatively small export-oriented economy. Three quarters of Czech export is heading mainly to EU countries. Global financial and economic crisis has negatively affected most of EU states. Particularly decline in demand for goods and services and increase in commercial risks in EU states caused difficulties to major Czech exporters. This negative impact was very significant especially for small and medium export oriented enterprises that are in competitive preasure of big companies and transnational chain stores. Tough fight for the market position resulted in effort to create strategic partnerships in order to maintain company’s competitiveness. As an example of such possibility of strategic partnership the formation of export clusters102 should be mention. In the Czech Republic it is rather a new tool how to successfully carry out export activities of the company. This paper is focused on real examples and experiences that relate to export clustering in wine industry. This industry is already organized mostly in clusters. Also professor Michael E. Porter, guru of cluster concept, gives as his first example of such kind of concept the Californian wine cluster. This paper consists of three main chapters. The first part describes the case study of South Australian (SA) wine cluster. This one is the most famous and successful wine cluster. This example is used only as an inspiration how the main objective may be achieved. In second part the wine trade in the Czech Republic is analysed and the third part focuses on practical formation of export wine cluster in South Moravia region. Objective The main objective is to identify whether it would be beneficial for Moravian wine producer to form wine cluster as a tool to increase export activity. Methodology 101 This paper was prepared within the Research Project IGA “Řešení dopadů finanční a ekonomické krize na vývozce v ČR”, Nr. F2/19/2010 102 There is no official definition of a cluster. To define the cluster in this paper M. E. Porter´s definition will be used. Porter explains clusters as: ,,Geographically proximate group of interconnected companies and associated institutions in a particular field, linked by commonalities and complementarities.“ 170 To achieve the objective Porter´s diamond model will be used. Formulation of this model will be based on logical thinking which investigate one matter from all possible angles. 1. Case study of South Australian Wine Cluster Australia is the 4th largest exporter of wine in the world after France, Italy and Spain. Despite this fact it is still the 10th largest grape producer. It exports approximately 2.5 million bottles of wine overseas each day. The number of exporting companies increased remarkably between 1998 and 2004. This increase was caused by a number of factors, including a fall in the Australian dollar but moreover adoption of the new strategic vision. This vision was introduced in 1996 and totally changed culture of the Australian wine industry. This strategy embedded the international branding of Australian wine and the systemic promotion, extension and adoption of research and development within the industry.103 ,,The SA wine cluster is the largest in all of Australia. In 2009 it accounted for 44% of all of Australia’s production and 66% of Australian exports while it is home to only 24% of the country’s wineries. The cluster has experienced significant growth since the mid-1990s. Exports have increased by over 400% by volume since 1994. However, as figure below shows, exports experienced a plateau in 2006, and have dipped slightly since 2007.“104 Between 2007 and 2009 all economic sectors were more or less affected by the financial and economic crisis. The crisis haven´t had fatal impact on the South Australian wine producers. However there might be changes in consumer preferences which could be considered as a result of the slight decline in exports in 2007 - 2009. Figure 1: South Australian Wine Exports 1994 - 2009 (millions of litres) Source: Australian Bureau of Statistics Small wineries recognized that the most effective way to compete with the rest of the industry is to trigger systemic organization and produce consistently high-quality product at reasonable price. This resulted in mutual communication and cooperation that enable coordinated approach to research and 103 AYLWARD, D. K.: Wine Clusters Equal Export Success [online], University of Wollongong, Faculty of Commerce, 2004 [cit. 2011-04-25]. Retrieved from WWW: <http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1082&context=commpapers>. 104 NIPE, A., et al.: The South Australian Wine Cluster - Microeconomics of Competitiveness [online], Harvard Business School , May 2010 [cit. 2011-04-25]. Retrieved from WWW: <http://www.isc.hbs.edu/pdf/Student_Projects/South_Australia_Wine_2010.pdf>. 171 development, a well-developed supply chain, sustainable alliances between growers, producers and support industries, significant public and private sector partnership and a unified marketing strategy.105 The SA wine cluster currently consists of plenty of mainly vertically integrated firms from different branches that deal with winery e.g. grape growers, wine producers, service providers in the viticulture fields, sellers of vineyard equipment, manufacturers of bottles, screw-caps and barrels. The cluster also comprises of viticulture and oenology research bodies and a range of state and federal-level statutory bodies. Figure 2: South Australian Wine Cluster Diamond Source: Harvard University: The South Australian Wine Cluster - Microeconomics of Competitiveness 2010, p. 20 2. Wine trade in the Czech Republic Wine is the second most popular alcoholic beverage in the Czech Republic. 10 919 Czech enterprises produce the grape wine on the area of 16 290, 2 hectares. 97,9 % of all enterprises are natural persons (10 688). The rest are legal entities mostly represnted by liability company (133) and joint stock companies (only 59).106 105 AYLWARD, D.K.: The road to innovation [online], University of Wollongong, Faculty of Commerce, 2006. Retrieved from WWW: <http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1080&context=commpapers&seiredir=1#search="south+australia+wine+cluster>. 106 CSO: Šetření o vinicích 2009 [online]. 2009. Retrieved from WWW: <http://www.czso.cz/csu/2011edicniplan.nsf/p/2135-11>. 172 Figure 3: The balance of consumption, production and trade of wine in different wine years in the Czech Republic (in thousands of hectoliters) total production of wine wine import production of white wine production of red wine wine export consumption of wine Source: Ministry of Agriculture of the Czech Republic: Situační a výhledová zpráva - Réva vinná a víno 2010, p. 54 Wine consumption has a long growing character in the Czech Republic. While in the wine year 2001/2002 wine consumption amounted 1, 595 million hectoliters, in the wine year 2008/2009 increased to 1, 950 million hectoliters. According to estimation of Ministry of Agriculture consumption may further increase in the wine year 2009/2010 and would reach 2 million hectoliters. This had resulted also in continuously increasing import which was discontinued in wine year 2008/2009. The decrease was probably caused by economic crisis. Czech wine producers are not primarily exporters. Nevertheless over the past five years growing trend of Czech wine export can be observed. In numbers last six years Czech wine export has significantly increased from 30 000 to 182 000 hectoliters. Unfortunately this growing trend is mainly driven by increase in export of cask wine. Much more preferable would be increase in export of bottled wine, which is a product with higher added value. Today Czech Republic exports about 22% of domestic wine production. The wine is exported mostly to Slovakia (171 000 from 182 000 hectoliters per 341 million CZK) and to Poland (with total export of 7 000 hectoliters for 12 million CZK).107 During the year 2010 Czech wines were extremely successful in international competitions. That shows high quality of our wines even in competition with the most renowned wine regions and 107 MINISTRY OF AGRICULTURE OF THE CZECH REPUBLIC: Situační a výhledová zpráva - Réva vinná a víno [online]. Praha, duben 2010. 54 p. [cit. 2011-04-25]. Retrieved from WWW: <http://www.wineofczechrepublic.cz/ovine/files/VINO%20duben%202010.pdf>. ISBN 978-80-7084-895-1, ISSN 12117692. 173 countries. As an example we can mention absolute third place of all samples of Josef Valihrach Chardonnay at the prestigious world competition - Chardonnay du Monde.108 3. Creation of Porter´s diamond for Wine Cluster in South Moravia109 While showing the microeconomic business environment this model takes into account four basic factors - conditions on the input side, corporate strategy and rivalry, demand conditions, related and supporting industries and additional factors – such a role of government, chance, foreign investment and neighbouring countries. A successful cluster has to meet all four conditions. The competitive advantage of the cluster does not depend on the individual components of the ,,diamond” (or individual firms), but on a coherence of whole model.110 Figure 3: South Moravian Wine Cluster Diamond Source: Porter M. E., The Competitive Advantage of Nations 1990, p. 127 (added by author) 3.1. Basic factors 3.1.1. Factor conditions Factor conditions includes all tangible resources (natural, human and capital), climate, information structure, legal and administrative systems and scientific and technological infrastructure. Positives: • Diversity of soils, relief of landscape character and orientation of our vineyards allow differentiation from traditional South European wines. 108 WINEOFCZECHREPUBLIC: Třetí nejlepší Chardonnay na světě pochází z Moravy [online]. 16.3.2011. Retrieved from WWW: <http://www.wineofczechrepublic.cz/akt2135-treti-nejlepsi-chardonnay-na-svete-pochazi-z-moravy- cz.html?all=true>. 109 Some data were identified in: JIHOMORAVSKÝ KRAJ: Koncepce rozvoje vinařství České republiky pro období vstupu ČR do EU.[online]. prosinec 2002. Retrieved from WWW: <http://www.krjihomoravsky.cz/Default.aspx?ID=5067&TypeID=2>. 110 PAVELKOVÁ, D. et al.: Klastry a jejich vliv na výkonnost firem. Praha: Grada Publishing, a.s., 2009. 268 p. ISBN 978- 80-247-2689-2. 174 • Winery is part of Moravian tradition and folklore, winery is dominant industry in regional agriculture. In certain regions of South Moravia there is high unemployment rate. • • Decrease of the average age of the vineyards which leads to an increase in average yield. But anyway it couldn´t reach the standard of other European wine producers. • Rapid growth of vineyards in recent years. • Strong linkages in the production chain. • Skilled labour force. • Development of new species of grapes especially for our climate conditions. • The greening of viticulture. • Attractiveness of the wine-growing areas for tourism and recreation, wine tourism certification. Negatives • Relatively high production costs compared to other European competitors. • Low long-term profitability. • Insufficient use of certified grapes for production wines with special attribute. • Absence of a research institution for viticulture. Research in the field is very rare and random through Grant Agencies of Ministry of Education and Ministry of Agriculture. Lack of capital for investments, obsolete manufacturing processes. • 3.1.2. Corporate strategy and rivalry Corporate strategy and rivalry represent the local context. That means: local rules, incentives and standards which control the type and intensity of competition among local players. Corporate strategy in this model means that the company looks for a different way how to obtain competitive advantage, deal with customer preferences and how to promote innovation and understand the different market needs. Positives • Common European wine market forces domestic manufacturers to change their business strategy. • Simple structure. Only a few of major players divided into 6 wine regions (2 in Bohemia, 4 in Moravia). • Implementation of development strategy of wine industry by Jihomoravsky region. • Export of selected wine brand products mainly to obtain renome. • South Moravia region has an advantage in the diversity of the viticultural business comparing to our neighbors in Austria and Germany. • Introduction of nationwide wine competition. • Emphasis on marketing activities particulary on participation in trade fairs and exhibitions. Negatives • Strived for self-sufficiency. • Character of the product doesn´t allow competition through quick introduction of new products, price competition is more powerful tool. • Industry is dominated by small producers who are usually under-capitalized. • Wine producers who process grapes from their own production have a very inelastic supply and they are very limited in reaction on changes in demand. • Strong dependence of Moravian farmers on the grapes processing businesses. Therefore only a few companies handle their grapes to bottled phase. 3.1.3. Demand conditions Demand conditions reflect consumer preferences of sophisticated and demanding customer that stimulate innovation process and networking among all cluster members. Positives: • Long-term trend of increasing consumption of wine. • Growing demand for high quality wine. • Consumers perceive Moravian wine as a quality wine. This assumption is supported by awards from international competitions. 175 • Expansion of speciality wine retailers and wine shops. • Recent studies have shown that drinking a small amount of wine has a positive effect on human health. • Gradually reducing the price difference between qualitative and table wine. • Success of high quality wines in the Czech gastronomy. • Increasing knowledge of many consumers about wine culture. Negatives: • Large amount of wine is sold through super and hypermarkets which causes a strong pressure on wine prices. • Low production of grapes which covers about 45% of wine consumption CR. The remaining 55% have to be imported. • Large import of foreign wines. 3.1.4. Related and supporting industries Related and supporting industries include the presence of competitive local suppliers and local firms in related industries such as in terms of technology, labor, etc. Positives • Increasing number of specialized suppliers. Negatives • Nonavailability of specialized equipment that is mostly imported from abroad. • For other inputs (bottles, boxes, corks) is winery only a marginal sales sector. 3.2. Additional factors 3.2.1. Role of the government Winery is one of the agricultural sectors that are intensively highly regulated by the European Union. When the Czech Republic joined the European Union it led to legislative changes and harmonization request in the field. Positives: • Updating of wine act. • In 2008 and 2009 the European Community issued many regulations which affected viticulture and wine processing. • Evaluation system and classification system of wines was created. • Implementation of efficient and useful system of viticulture evidence. • Formation of institutions whose mission is continuous support of viticulture field (e.g.: provision of Wine Fund and State Agricultural Intervention Fund). Rigorous organization of common wine market in EU. • • Possibility of support from the EU funds primarily for restructuring of vineyard. Negatives: • Prohibition of planting new vineyard. • Pressure on reduction of wine areas by the EU. 3.2.2. Chance Chance often causes shifts in the competitive environment which couldn´t be influenced by companies or state. Especially for this field e.g.: the course of the weather or the occurrence of harmful organisms. 3.2.3. FDI Foreign direct investments play an important role in the competitiveness of less developed countries. The attractiveness of the wine industry for domestic or foreign investors is small. 3.2.4. Neighbouring countries For Czech wine producers are neighbouring countries significant factor especially because of development of wine tourism and export activities. 176 Conclusion The main objective of this paper was to identify whether it would be beneficial for Moravian wine producers to form wine cluster for increasing export activity. As one of the most successful example of export cluster South Australian wine cluster was chosen. This example was only used as an inspiration for creation of Porter´s diamond for potential South Moravian wine cluster. On the other hand has to be noticed that South Australia and Czech Republic are incomparable in term of wine export due to differences in area, climate, history and other factors. According to Porter´s diamond for potential South Moravian wine cluster we could draw following conclusions. Domestic wine growers cover about 45% of domestic consumption of wine. This fact itself eliminates the possibility of exports. Export opportunities are mainly for larger wine businesses which should focus on countries that are not typical wine producers such as Poland, Scandinavia and Baltics. The importance of exports lies mainly in the knowledge of the Czech Republic as a producer of high quality wines of extraordinary flavor. The fact that Czech winemakers produce wines of finest quality is supported by a number of awards from international competitions, exhibitions and fairs. However rise of awareness about domestic wines in the world must be continuous. Also effective marketing strategies are high important. As I have already mentioned above, the export limitations are more capacitive character than quality. The current amount of production is not sufficient for a regular, economically attractive export. Wine production in the Czech Republic is less than a quarter of the Austrian and Hungarian production. Less wine production than in the Czech Republic is produced only in smaller countries such as Slovakia, Cyprus and Luxembourg. The way how to increase export activity is not straightforward. Penetrating new markets, in such strong competition in foreign famous wine exporters, requires a long-term strategy and work. Increasing export activity of domestic wine producers would require more governmental support and cooperation between grape growers, wine producers, service providers and others. Eventhough a single individual couldn´t succeed because of his size, the group may have higher chance for success. I myself see the sense of mutual cooperation in a cluster particulary in joint promotion and uniform procedure for certification of quality wines. A good start is undoubtedly the creation of a unified winery logo and slogan – Vína z Moravy, Vína z Čech. However it is very important to note that the export of Czech wines will never be a matter of mass. 177 Literature: PAVELKOVÁ, D. et al.: Klastry a jejich vliv na výkonnost firem. Praha: Grada Publishing, a.s., 2009. 268 p. ISBN 978-80-247-2689-2. PORTER, M. E.: The Competitive Advantage of Nations. London: The Macmillan Press Ltd., 1990. 855 p. ISBN 0-333-51804-7. AYLWARD, D. K.: Wine Clusters Equal Export Success [online], University of Wollongong, Faculty of Commerce, 2004 [cit. 2011-04-25]. Retrieved from WWW: <http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1082&context=commpapers>. AYLWARD, D. K.: The road to innovation [online], University of Wollongong, Faculty of Commerce, 2006. Retrieved from WWW: <http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1080&context=commpapers&seiredir=1#search="south+australia+wine+cluster>. NIPE, A., et al.: The South Australian Wine Cluster - Microeconomics of Competitiveness [online], Harvard Business School , May 2010. Retrieved from WWW: <http://www.isc.hbs.edu/pdf/Student_Projects/South_Australia_Wine_2010.pdf>. AUSTRALIAN BUREAU OF STATISTICS: Australian wine and grape [online]. December 2010. Retrieved from WWW: <http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/0/DB7C11BEDC8F135ECA2577F100 147F86/$File/13290_2010.pdf>. MINISTRY OF AGRICULTURE OF THE CZECH REPUBLIC: Situační a výhledová zpráva - Réva vinná a víno [online]. Praha, duben 2010. 54 p. [cit. 2011-04-25]. Retrieved from WWW: <http://www.wineofczechrepublic.cz/ovine/files/VINO%20duben%202010.pdf>. ISBN 97880-7084-895-1, ISSN 1211-7692. CSO: Šetření o vinicích 2009 [online]. 2009. Retrieved from WWW: <http://www.czso.cz/csu/2011edicniplan.nsf/p/2135-11>. JIHOMORAVSKÝ KRAJ: Koncepce rozvoje vinařství České republiky pro období vstupu ČR do EU.[online]. prosinec 2002. Retrieved from WWW: <http://www.krjihomoravsky.cz/Default.aspx?ID=5067&TypeID=2>. WINEOFCZECHREPUBLIC: Třetí nejlepší Chardonnay na světě pochází z Moravy [online]. 16.3.2011. Retrieved from WWW: <http://www.wineofczechrepublic.cz/akt2135-treti-nejlepsichardonnay-na-svete-pochazi-z-moravy-cz.html?all=true>. CZECH EXPORT IN A TIME OF CRISIS 111 Ing. Adam KRČÁL Katedra mezinárodního obchodu, FMV VŠE v Praze [email protected] Introduction The global economic crisis represents a real danger for the Czech Republic because export activities are vitally essential for a small and open economy, which are the characteristics very typical for the Czech Republic. Small and open economies are generally very dependent on their external economic relations, which may be expressed by the ratio between the volume of the external trade and the country’s GDP112. Liberal theories in economics state that the main duty of the government is to ensure that there are only a few obstacles (or even none) for exporters when entering foreign markets. The government should make the export of their companies as easy as possible. Many countries are processing in a very efficient and also professional way to fulfil this task. Usually, governments throughout the world establish their foreign representations, dealing with not only general diplomatic affairs, consular matters, or cultural questions but also with commercial and trade agenda. There may be various kinds of government representations abroad; for example, there can be “classic” diplomatic and consular missions, or, foreign representative offices of government agencies. The main purpose of these foreign representations, in the field of commerce, should be creating good conditions for domestic export companies on the local (foreign) market. In many countries, the export promotion policy forms one important pillar of the economic diplomacy of a country. The export promotion policy should aim at levelling up the volume of exports, which then contributes to the overall performance of the economy and enhances also the labour market by creating new job opportunities. This also helps to improve the productivity of the labour force because bigger exports enhance the competitiveness growth and the performance of the country in innovations. In the time of ongoing economic crisis, this need is even stronger. This article focuses on the analysis of the system of Czech export promotion, which is a subject of the first part, but also on the development of the balance of trade during the economic crisis, which can be also very affected by the crisis. 111 112 under grant Nr. IG211040. see SVATOŠ, M. Zahraniční obchod: teorie a praxe. Prague: Grada, 2009. ISBN 978-80-247-2708-0, p. 22—23. 180 1. Czech Export Promotion Concept In the Czech Republic, the Export Promotion is based on several different fields of activities performed by various governmental and non-governmental actors. The Common Trade Policy of the European Union does not include any export promotion policy. It means that each member state of the EU has retained its autonomy in this field and executes its own national export promotion policy. Although this policy is a part of the autonomous sphere of the Czech government, the Czech Republic has to follow some international rules, like the “OECD Consensus”. The fundamental national document, which aims to coordinate all the export promotion activities, is the Export Strategy of the Czech Republic113. There are currently 11 projects in this Strategy which help to fulfil the main vision, which is to “Promote the Czech Republic in the World with the help of trade and investments.” a. Main actors in the Czech Export Promotion Policy There are several institutions that play a vital role in the Czech export promotion114. The official institutions, like the President of the Republic, the Government or the Parliament, and others, certainly influence all the spheres of the public life in the Czech Republic, including the Economic Diplomacy and the Export Promotion. However, two ministries are essential when speaking about the export promotion; the Ministry of Industry and Trade and the Ministry of Foreign Affairs; then also the government agencies – the CzechTrade and the CzechInvest; and the Czech Export Bank and the Export Guarantee and Insurance Corporation. However, there is not any proper distinction between the competencies of these ministries. Ministry of Industry and Trade, Ministry for Foreign Affairs Based on the “Competence Act”115 the Ministry of Foreign Affairs is a central state body for the Foreign Policy. That includes also all the external economic relations and the foreign development aid. On the other hand, the Ministry of Industry and Trade is a central state body for the Trade Policy, Foreign Economic Policy, Foreign Trade and Export Promotion. It is the Competence Act itself where one can trace the roots of competence problems between the two ministries. As a legally binding piece of law, the Competence Act does not enable a clear interpretation which body is the one and only responsible for the Economic Diplomacy of the Czech Republic. Even that there are two political agreements between the ministries116 aiming to foster cooperation in this field, the problems connected still prevail. In present, the Ministry of Industry and Trade sends its own diplomats to the Commercial Sections of Czech Embassies abroad, while the Ministry of Foreign Affairs is responsible for the rest of the diplomatic personnel of a mission. The Ministry of Industry and Trade organises also the official state participations at foreign fairs and exhibitions117. Commercial Sections of Czech Embassies The Commercial Sections of Czech Embassies play an exceptional role in the whole system. They should provide Czech companies with support at a local foreign market, with consulting services, and they also maintain the contact with important foreign business partners and political authorities. 113 Adopted for the period 2006 – 2010 but prolonged also for the year 2011. see ŠTOURAČOVÁ, J., a kol. Systém řízení ekonomické diplomacie v České republice. Prague: Vysoká škola mezinárodních a veřejných vztahů Praha, o. p. s., 2010. 115 Act Nr. 2/1969. 116 Dating back to the last decade of the 20th century. 117 Directly for the exporters. 114 181 These official representations also provide Czech exporters with the necessary information about the business climate at the local market. However, not all the Czech Embassies are able to offer similar services. Those Embassies that do not include a commercial section can offer only basic services for exporters because they usually consist of the Head of Mission and one or two other diplomats only. Services are provided on the basis of a codex of cooperation with companies118 issued by the Ministry of Industry and Trade together with the Ministry of Foreign Affairs. According to this codex, it is necessary for all the exporters to exploit all the information sources available first and only after contact a commercial section of a Czech embassy. Czech Council for Trade and Investments The Czech Council for Trade and Investments119 is an advisory body of the minister of Industry and Trade composed from the representatives of the Ministry of Foreign Affairs, Ministry of Finances, Confederation of Industry of the Czech Republic, Czech Chamber of Commerce, and Association of small and medium-sized enterprises and crafts of the Czech Republic. CzechTrade Agency The government agency CzechTrade is relatively closest to Czech exporters. A bigger flexibility and a faster reaction to the change of conditions at foreign markets is one of the advantages of this agency. It represents one of the key parts in the Czech Export Promotion Policy. As an allowance organization of the Ministry of Industry and Trade the CzechTrade provides highly individual services ranging from consulting, and the assistance at foreign markets to courses of the Export Academy. The CzechTrade also participates in the foreign fairs and exhibitions. Its foreign offices are also capable to offer selections of the potential business contacts or mediate the business negotiation and provide suitable related services. The CzechTrade services are not free of charge but there are considerable contributions from the State Budget. Czech exporters can exploit them in accordance with the “de minimis”120 rules of the European Union. Czech Export Bank, Export Guarantee and Insurance Corporation The financial export promotion, i.e. financing and insurance of the export with a state support, is provided especially by the Czech Export Bank and by the Export Guarantee and Insurance Corporation. Both institutions are fully owned by the Czech Republic and the state assumes guarantee over all their obligations. The state supports exports by soft loans and bank guarantees. The Czech Export Bank offers direct and refinancing loans, the interest rate being at the lowest level possible. The bank offers also other services like letters of credit. The Czech Export Bank offers also services for the SME121 sector. However, there is a big challenge for the bank to make these services really available for this sector. The government insurance support is assured by the Export Guarantee and Insurance Corporation. The insurance of export loans can be provided in a short-term, middle-term or long-term form. It is possible to cover guarantees and investments abroad and these insurance products are applicable also to the SME sector. There are two crucial types of risk: the territorial political risks and commercial risks. While the political risks may be covered by commercial insurance companies with big difficulties, the commercial risks may be covered also this way. 118 see http://download.mpo.cz/get/26457/48098/571282/priloha003.pdf. see http://download.mpo.cz/get/29542/32054/339676/priloha002.doc. 120 The European Union „de minimis“ (state aid) regulation allows for aid of up to €200,000 to be provided from public funds to any enterprise over a period of three years. 121 see NEJEDLÝ, M. Státní podpora financování exportu malých a středních firem v době finanční a hospodářské krize. In TAUŠER, J. -- KRAJČÍK, D. (ed.). Česká republika a Slovensko v mezinárodním obchodě a podnikání. Vliv finanční krize na mezinárodní podnikání. Prague: Oeconomica, 2010, p. 263--270. ISBN 978-80-245-1583-0. 119 182 The Czech Export Bank and the Export Guarantee and Insurance Corporation work according to the State Aid Export Insurance and Financing Act122. These two institutions were, actually, the first highly specialized export promotion institutions after 1989. The law respects all the obligations binding for the Czech Republic as a member of the OECD and the EU. There was also a decree of the Ministry of Finances123 issued to implement the law. The Czech Republic has to respect also the socalled OECD Consensus rules124 that state the conditions under which the Czech Republic may provide the domestic exporters with the state financial aid. The rules of the Council of the EU are also binding for the Czech Republic125. Other institutions and Non-state export promotion There are other actors that participate in the export promotion system, like the CzechInvest and the CzechTourism agencies, the Czech centres and the honorary consulates of the Czech Republic abroad. We cannot omit the influence of the compatriot associations that may positively affect the image of the Czech Republic. The non-state export promotion in the Czech Republic is represented especially by the professional associations, like the Confederation of Industry of the Czech Republic, Czech Chamber of Commerce, Association of small and medium-sized enterprises and crafts of the Czech Republic, and International Chamber of Commerce. They all are potentially very strong because they are directly related to the exporters. However, not all the professional associations provide as many services as they could. b. State Export Promotion in the time of Crisis Economic Crisis brings, besides other consequences, also pressures on the decline of exports but also on the decline of imports, and the total foreign trade is like slowing down. This phenomenon appears not only in the national economy but also globally together with the crisis spreading into the whole World. Very frequent reactions in the course of crisis are represented by protectionist steps which are aiming at protection of economic subjects against unfavorable external influences. Protectionist measures are naturally “poisonous” for the subsequent development of the international trade and they negatively influence the balance of commercial flows between states. Therefore, the economic crisis mainly acts against contemporary liberal trends. Those states whose markets are big enough and with sufficient domestic demand can compensate certain cuts in exports with the help of their domestic demand. However, states which have to rely only on the external environment can suffer a lot from the crisis. So, these are also the reasons why it is very important to support the Czech domestic export, either by direct or indirect promotion of exporters themselves or by settings of the commercial relations (e.g. on the bilateral political-economic level) so that the domestic producers experience the economic crisis as least as possible. The State should, first of all, remove obstacles, which are, unfortunately, more numerous during the crisis. We can divide the services provided by the state, or by the state institutions respectively, into several basic groups (according to providers): • • • 122 Official state participations in the foreign trade and fairs; Services provided by the Commercial Sections of Czech Embassies abroad; Services provided by the CzechTrade agency; Act. Nr. 58/1995. Decree Nr. 278/1998. 124 Arrangement on officially supported export credits. See BALÁŽ, P., a kol. Medzinárodne podnikanie. Bratislava: Sprint, 2005. ISBN 80-89085-51-2, p. 308—309. 125 2001/76/EC: Council Decision of 22 December 2000 replacing the Decision of 4 April 1978 on the application of certain guidelines in the field of officially supported export credits - Arrangement on guidelines for officially supported export credits. 123 • 183 Services provided by the Czech Export Bank and the Export Guarantee and Insurance Corporation. As far as the official state participations in the foreign trade and fairs are concerned, their number went down from 2008 to 2010 by 75 % and the amount determined to their realization in 2010 fell as well126. The increase in the participation of the state in the foreign fairs and trades represents one of the most efficient ways of export promotion of the Czech producers and, therefore, a decline of this support does not work in the anti-crisis manner. However, the CzechTrade agency proved to be very useful in the course of the economic crisis and there was a significant increase in demand for its services. The volume of client exports supported by the CzechTrade services went up from CZK 3 billion in 2007 to CZK 5.5 billion in 2008127. There was also an obvious “crisis” reaction from the institutions providing financial export promotion. In 2010, the Czech Export Bank accorded new loans in the amount of almost CZK 40 billion128, while in the previous years it was CZK 25 billion in 2009 and CZK 20 billion in 2008 respectively. It is a real anti-crisis measure by which the government decided to promote export during the economic crisis. This increase was enabled by additional sources for the Czech Export Bank provided by the Czech government. “In the case of the Czech Export Bank, there was an increase in the basic capital up to CZK 4 billion (from CZK 2.950 billion) and the bank received budget finances (CZK 741.7 million) for financing of export with a state support.”129 Analogically, there was an increase in the insurance capacity of the Export Guarantee and Insurance Corporation up to CZK 200 billion (by CZK 50 billion). “A similar demand for services was noticed in the Export Guarantee and Insurance Corporation which expects, by the end of 2010, the volume of new insurance contracts in the amount of CZK 65 billion, which is another increase compared to the “record” year 2009 (CZK 62 billion) and substantially more than in the pre-crisis period (CZK 30-40 billion).”130 2. Development of the Balance of Trade in the course of crisis Dynamics in the Balance of trade The economic crisis always necessarily brings about, besides changes in the GDP and other macroeconomic entities also influence on the dynamics and structure of the Balance of Trade of each state concerned. As already stated, the Czech Republic is a small and very open economy which is highly dependent on its external economic relations. This dependency has been very typical for the Czech Republic since the 1990s and, therefore, we may classify the Czech Republic as an exportoriented economy. Since 1990s, there has been also a stable tendency of the increase in the share of the Czech exports (goods and services) in the GDP of the country. While in 1995, this ratio was about 51 %, in 2004 it was already 70 %, and in 2010 even 79.3 %. As shown in the Figure 1, the peak was attained in 2007. Then there was a fast and deep decline, causes probably by the economic crisis and by the weakening world demand. However, between 2009 and 2010, there was again a significant growth up to almost 80 %. This ratio is thus related to the phase of the economic cycle the country is undergoing. Exports are among the basic elements of the GDP and very influence its development. If the exports decline the GDP growth slows down and vice-versa. 126 Interim reports on the Export Strategy of the Czech Republic 2006 – 2010; years 2008, 2009 and 2010 (more materials), available on http://www.mpo.cz. 127 http://www.czechtrade.cz/o-czechtrade/predstaveni/vysledky. 128 Interim reports on the Export Strategy of the Czech Republic 2006 – 2010; years 2008, 2009 and 2010 (more materials), available on http://www.mpo.cz. 129 Interim report on the Export Strategy of the Czech Republic 2006 – 2010; year 2010. [on-line]. mpo.cz [cit. 2010-0415]. available on http://download.mpo.cz/get/43270/48544/573474/priloha001.pdf, p. 3. 130 Interim report on the Export Strategy of the Czech Republic 2006 – 2010; year 2010. [on-line]. mpo.cz [cit. 2010-0415]. available on http://download.mpo.cz/get/43270/48544/573474/priloha001.pdf, p. 3. 184 Figure 1 – Exports/GDP ratio of the Czech Republic compared with the Antal GDP growth rate in the Czech Republic (data source: Czech Statistical Office) The balance of trade, which represents a balance between exports and imports of goods, is a very important part of the current account of the balance of payment. This balance (negative or positive) and its dynamics give a basic piece of information about the quality of the country’s external relations. It can be measured as a share of the GDP. Figure 2 shows the dynamics of this indicator in the Czech Republic in some other countries from 1995. It is obvious that the Czech Republic reached very good results in comparison with other territories and improved its balance from the 8 % GDP deficit to 5 % GDP surplus. Figure 2 – Balance of trade/GDP ratio (data source: EUROSTAT) Figure 3 – Development of the Balance of trade in the Czech Republic in CZK million in current prices (data source: Czech Statistical Office) Year 1995 1996 1997 1998 1999 2000 2001 2002 Exports 553 767 595 118 708 030 833 277 903 558 1 124 031 1 272 480 1 255 338 185 Imports 661 314 749 769 862 869 917 037 968 737 1 245 370 1 389 527 1 326 644 Balance -107 547 -154 651 -154 839 -83 760 -65 179 -121 339 -117 047 -71 306 Year 2003 2004 2005 2006 2007 2008 2009 2010 Exports 1 372 016 1 716 946 1 865 746 2 149 702 2 484 895 2 463 335 2 104 927 2 468 389 Imports 1 441 933 1 729 926 1 806 365 2 084 994 2 364 396 2 362 889 1 939 907 2 334 585 Balance -69 917 -12 980 59 381 64 708 120 499 100 446 165 020 133 804 After huge deficits of the Balance of trade in the second half of the 1990s and in the begging of the new millennium, there was a first surplus in 2005. The arrival of the economic crisis is very evident between 2009 and 2010 when there was a decline of the surplus by CZK 32 billion. Although the Czech Republic was highly affected by the crisis, the exports in 2008 and 2009 were still very good (compared to the previous years). So, combined with the decline in imports (mainly in 2009, due to the weakened domestic demand), the Balance of trade was in a big surplus even during the crisis. Moreover, the 2010 data indicate an optimistic future. However, it very important to mention that many small Czech business companies were not able to face the competition on the foreign markets and during the crisis, due to the weakened demand, unfavourable exchange rate and worse access to loans, had to declare bankruptcy. Considering the total volume of the foreign trade and its change during the crisis, in 2008 it was CZK 4 880 225 million (of which CZK 2 473 736 million were exports and CZK 2 406 489 million were imports)131. In 2009, there was a decline to the total volume of CZK 4 127 659 million (of which CZK 2 138 623 million were exports and CZK 1 989 036 million were imports). Year 2010 brought a redress of the foreign trade volume when it attained CZK 4 908 906 million (of which CZK 2 515 865 million were exports and CZK 2 393 041 million were imports). The freshest data available from January 2011 indicate an optimistic trend when there was a surplus in the Balance of trade of CZK 15.5 billion (January 2010: CZK 15 billion). Commodity structure of the Balance of trade during the crisis As far as the commodity structure of the balance of trade of the Czech Republic, and its changes during the crisis, are concerned, the data from the Ministry of Industry and Trade show that the Czech Republic is traditionally very dependent on the export of machinery and transport facilities. In 2010, export of the mentioned commodities represented 54 % of the total export volume. Moreover, this share did not change a lot from 2008. This is also a group of goods where the Czech Republic reaches the highest surpluses. The fact that, despite a general decline in demand due to a crisis, mainly on the Western markets, there were no significant changes can be explained by a successful entry of Czech exporters onto the Eastern markets, including the Chinese market. Czech Republic is thus very successful in export of these commodities. On the other hand, this one-sided orientation and dependency (especially on exporting cars and accessories) is potentially very dangerous and makes the Czech Republic very vulnerable and susceptible to any rapid changes in the global demand. The biggest relative changes between 2008 and 2010 in the commodity structure of exports were noted for example for the commodities like animal fat, vegetable oil and non-specified goods. However, the volatility of these commodities is probably caused by small total volumes when every partial change can cause a large relative annual change. The structure of imports is traditionally dominated also by the machinery and transport facilities, but the Czech Republic strongly imports other commodities like industrial products, chemicals and mineral oils. There was general decline in imports during the crisis but between 2008 131 source: [on-line]. mpo.cz [cit. 2011-03-19], available on: http://www.mpo.cz/cz/zahranicni-obchod/statistika-zahrobchod/. 186 and 2009 the biggest relative decline was noted for the imports of mineral oils. Imports of machinery went down on 82.6 % of the 2008 value. Between 2009 and 2010, on the other hand, imports of all commodity groups increased, the highest increase being for mineral oils and machinery. This fact clearly shows that these two commodities react more than others to an economic slowdown or growth in the Czech Republic. The biggest deficits are reached for the mineral oils which have to be imported because of lack of Czech domestic sources, and also in chemicals. Figure 4 – Balance of trade with commodities in CZK million (data source: Ministry of Industry and Trade) 2008 2009 2010 Total foreign trade of the Czech Republic 67 247 149 587 122 824 0 Food and live animals -27 303 -32 993 -35 038 1 Beverages and tabac 3 726 2 704 2 457 2 Inedible raw materials, without fuels 498 12 749 11 867 -165 920 -106 395 -135 750 4 Animal and vegetable fats and oils -1 703 -2 539 172 5 Chemicals -99 778 -86 198 -90 806 8 045 25 393 10 127 336 195 324 250 327 878 8 Various industrial products 14 208 12 896 32 155 9 Non-specified -721 -280 -238 3 Mineral oils and fuels, lubricants and related materials 6 Market products according to the type of material 7 Machinery and transport equipment and facilities Territorial structure of the Balance of trade during the crisis It is nothing new under the sun to say that the Czech Republic realizes most of its foreign trade with other developed market economies. In 2010, 73.9 % of the total foreign trade volume falls on other EU27 states, of which Germany represents 28.8 %132. This percentage did not change a lot (the same applies for other markets) in the course of the crisis. In 2010, the Czech export to the developed market economies represented 90.1 % of the total exports, 83.9 % of exports going to the other EU27 states. This share declined by 1.4 pp between 2008 and 2010. 4 % of the exports were realized in 2010 with developing countries (2008: 3.3 %, 2009: 4.3 %). Another 4 % accounted for the Commonwealth of Independent States (2008: 4.3 %, 2009: 3.5 %). There was a slight increase in the export to China (in total by CZK 10 billion annually between 2008 and 2010). Imports are not as clear as exports. In total, 71.4 % imports to the Czech Republic in 2010 come from the advanced market economies, 63.4 % being from the EU27 countries. Share of the advanced market economies declined from 2008 to 2010 by almost 4 pp, while the share of imports from the developing countries increased in the same period by almost 2 pp. Also the share of imports from China increased (by 3.4 pp). As far as the territorial balance of trade is concerned, there are large surpluses in trade with the advanced market economies. However, this surplus is only thanks to the trade with the EU27 and EFTA countries because with other advanced market economies, there is a deficient trade balance. A long-term passive balance is very typical for the Czech trade with developing countries, with the Commonwealth of Independent States and also China. As for the territorial structure, the Czech Republic is thus also very one-side oriented. 132 source: [on-line]. mpo.cz [cit. 2011-03-19], available on: http://www.mpo.cz/cz/zahranicni-obchod/statistika-zahrobchod/. 187 Figure 5 – Balance of trade with territories in CZK million (data source: Ministry of Industry and Trade) 2008 2009 2010 67 247 149 587 122 824 * Advanced market economies 424 035 436 334 558 626 ** EU27 496 565 484 154 593 016 of which: Germany 116 334 165 833 192 407 Slovakia 94 234 78 323 97 374 4 800 6 832 8 983 -77 330 -54 652 -43 373 -2 569 -983 -499 -6 510 -7 590 -9 135 -62 838 -45 259 -86 004 -1 092 -13 2 537 1 920 2 273 4 110 -3 243 2 153 1 166 16 376 12 455 12 839 -107 238 -58 856 -83 517 -87 284 -52 985 -62 472 5 727 3 162 -2 666 -202 808 -187 944 -271 861 -199 375 -184 086 -268 278 -280 -7 143 -7 259 352 089 379 991 479 480 Total foreign trade of the Czech Republic ** EFTA ** Other advanced market economies of which: Canada USA * Developing countries of which: Brazil India Turkey * European states with transition economies * Commonwealth of Independent States of which: Russia Ukraine * Other of which: China * Non-specified Foreign trade with OECD countries Conclusion From the business point of view, the system of export promotion represents only a certain offer of services of individual institutions. This approach to the economic diplomacy is very understandable and pragmatic. Exporters are not very interested in theoretical questions related to the institutional structure of the economic diplomacy and competencies. They behave very rationally and follow their own economic interest. In the Czech Republic, the most of the economic agents are somehow in contact with abroad. The overall offer of export promotion services is included in the publication called “Export v kostce” which is issued twice a year by the Ministry of Industry and Trade. Every national export promotion program should be as efficient as possible in order to provide useful services for domestic exporters, especially in a time of economic crisis. The Czech Republic is very dependent on the external economic relations because it is a typical open economy whose export highly contributes to its GDP. Therefore, every considerable change in the foreign demand, especially within the European Union, for the imported goods highly affects the whole of the Czech exports. For these reasons, it is very essential for the state to help the Czech exporters with their activities, especially in the course of the World financial and economic crisis. There are several institutions in the Czech Republic which take part in the whole Export Promotion System. The competences are not clearly divided among these institutions, which causes 188 political problems and negatively affects the efficiency of the whole system. The exporters, on the other hand, expect especially individual services focused on practice. To sum up, there is a strong dependency on the development in the Western economies and on the neighbour markets. The commodity and the territorial structure of the Czech Republic foreign trade stayed almost unchanged in the course of the contemporary economic crisis. Sources: 1. 2. 3. 4. 5. Act Nr. 2/1969. Act. Nr. 58/1995. BALÁŽ, P., a kol. Medzinárodne podnikanie. Bratislava: Sprint, 2005. ISBN 80-89085-51-2. Council Decision Nr. 2001/76/EC of 22 December 2000. Decree Nr. 278/1998. 6. Interim report on the Export Strategy of the Czech Republic 2006 – 2010; year 2008. [on-line]. mpo.cz [cit. 2010-04-15]. 7. Interim report on the Export Strategy of the Czech Republic 2006 – 2010; year 2009. [on-line]. mpo.cz [cit. 2010-04-15]. 8. Interim report on the Export Strategy of the Czech Republic 2006 – 2010; year 2010. [on-line]. mpo.cz [cit. 2010-04-15]. 9. MPO a MZV. Zásady spolupráce zastupitelských úřadů České republiky s českými podnikatelskými subjekty v obchodně ekonomické oblasti (KODEX). Prague: Ministerstvo průmyslu a obchodu, Ministerstvo zahraničních věcí, 2004. 10. NEJEDLÝ, M. Státní podpora financování exportu malých a středních firem v době finanční a hospodářské krize. In TAUŠER, J. -- KRAJČÍK, D. (ed.). Česká republika a Slovensko v mezinárodním obchodě a podnikání. Vliv finanční krize na mezinárodní podnikání. Prague: Oeconomica, 2010. ISBN 978-80-245-1583-0. 11. PETŘÍČEK, V. Česká podpora podnikání v evropském kontextu. Prague: Corona Communications, 2007. ISBN 978-80-903954-2-8. 12. SVATOŠ, M. Zahraniční obchod: teorie a praxe. Prague: Grada, 2009. ISBN 978-80-2472708-0, p. 22—23. 13. ŠTOURAČOVÁ, J., a kol. Systém řízení ekonomické diplomacie v České republice. Prague: Vysoká škola mezinárodních a veřejných vztahů Praha, o. p. s., 2010. 189 ANALYSES DE PROCESSUS DÉCISIONNEL D´ACHAT DANS UNE ENTREPRISE MULTINATIONALE Martin MACHEK Département Marketing Faculté d´Administration des Entreprises Université d´Economie de Prague [email protected] Introduction Dans cet article, je vais me concentrer sur la problématique du positionnement prix. L´objectif de mon travail est d´analyser les différents aspects liés aux analyses du positionnement et d´amener la meilleure compréhension de ce processus. En s´appuyant sur les connaissances théoriques, je vais analyser le processus décisionnel d´achat du client et les moyens de mesure de la compétitivité prix pendant différents étapes de ce processus. Je vais présenter différents indices et les problèmes liés à leurs collecte et à leurs analyse. J´appliquerai le concept théorique à la pratique d´une entreprise multinationale. Indices de prix Dans l´environnement concurrentiel, le résultat d´une action marketing n´est pas défini juste par sa valeur absolue, mais aussi par sa valeur relative par rapport aux concurrents. La plupart des actions menées par l’entreprise, y compris sa politique des prix, doivent prendre en considération les réactions des concurrents. La dépendance entre l’action d’un acteur sur le marché et les réactions des autres doit être analysée et prise en considération pendant la phase préparatoire des actions visées. La politique de prix représente avec la politique de produit les deux parties essentielles du mix- marketing. „La politique prix est l´ensemble des décisions qui définissent le niveau du prix de vente pour chaque produit de chaque ligne de chaque gamme, eu égard aux avantages concurrentiels de l ‘entreprise sur le marché de référence et compte tenu du rapport de force dont elle bénéficie sur les réseaux de distribution et sur l’offre directement concurrentielle.”133 Il existe deux approches principales de fixation des prix au niveau international : - approche fondée sur le calcul des coûts approche fondée sur l´analyse du marché Mayrhofer constate que dans la réalité, la plupart des entreprises combinent les techniques fondées sur le calcul des coûts et les méthodes fondées sur l´analyse du marché. En calculant les coûts, l´entreprise peut identifier le prix plancher. L´analyse de la demande permet de déterminer le prix plafond et l´analyse concurrentielle permet d´évaluer le prix moyen du marché.134 Selon Croué, on parle de la politique internationale des prix lorsque les prix sont fixés en fonction du niveau de ceux du marché et en intégrant des critères propres à l´entreprise. „La politique internationale des prix est une action qui consiste à fixer avec méthode le niveau d’un prix de vente pour chaque produit d’une gamme, par circuit de distribution et par couple 133 134 Croué Charles, Marketing International, page 448 Mayrhofer Ulrike, Marketing International, page 134 190 produit/marché. Ce niveau de prix doit optimiser le volume des ventes et la marge commerciale pour chaque ligne de produits sur le marché étranger considéré. Elle intègre la dynamique économique et concurrentielle du marché.“135 En utilisant l’approche marketing, l’entreprise intègre les données concurrentielles du couple produit/marché, c´est à dire l´analyse des positions des concurrents directs (parts de marché, volume, niveau de prix par produit). La connaissance du niveau des prix des marques concurrentes est un préalable au positionnement. Le mot positionnement doit se comprendre comme « par rapport à ». Selon les données reçues, la politique sera de double nature, liée au produit et à son prix. Comme le souligne Croué, les prix doivent être repositionnés régulièrement selon les manoeuvres et tactiques concurrentielles. L’environnement turbulent nécessite que les entreprises élaborent les systèmes d’intelligence sur les concurrents et la mise en place de différentes formes de suivi des concurrents. Plusieurs outils peuvent être utilisés pour atteindre cette condition clef de succès, dont les différentes méthodes d’analyse de la compétitivité. Analyse de compétitivité „L´analyse de compétitivité est une exploration des entreprises dans un secteur d´activité donné, qui fait concurrence aux produits/services d’une entreprise pour la part de marché“136 Il s´agit en général d’une analyse d´un nombre limité des principaux concurrents sous la forme de recherche profonde. Si le nombre des concurrents suivi augmente, le niveau d´exploration a tendance de diminuer. L´analyse de compétitivité est typique surtout pour les organisations bénéficiaires, mais peut être réalisée de même façon pour les organisations non bénéficiaires, portant le nom d´une analyse comparative. Les bénéfices essentiels d´une analyse de compétitivité sont surtout la possibilité de comprendre les stratégies des concurrents – suivre leur actions, leur offre pour les consommateurs, leur façon de maintenir et développer l´avantage concurrentiel. Ces données peuvent ensuite être exploitées dans la préparation des plans stratégiques de l’entreprise. On peut aussi identifier les meilleures pratiques, c'est-à-dire ce qui marche bien pour les concurrents. L´analyse de compétitivité peut prendre plusieurs formes, qui dépendent du projet, les questions mises en place et les ressources disponibles. La plupart des suivis contiennent des résumés, recommandations prioritaires, graphiques et diagrammes. Une des approches consiste à faire des échelles de positionnement et d’appréciation des concurrents. En développant les indices, les concurrents obtiennent un score qui représente leur positionnement par rapport à la base 100% de produit de l’entreprise. Ces indices peuvent être suivis dans le temps, ce qui permet d´évaluer l’évolution du positionnement des produits par rapport aux concurrents et l´impact des nouveaux équipements/ campagnes publicitaires/ prix sur le positionnement. Présentation de l´entreprise etudiée La Direction des véhicules utilitaires (DVU) de Renault est une division dédiée à la conception, la fabrication et la commercialisation des véhicules utilitaires (VU). C’est une entité autonome, responsable de son chiffre d’affaires et de ses résultats financiers. Véhicules utilitaires constituent une activité stratégique pour la plupart des grands constructeurs d’automobiles. C’est un marché dynamique, qui a dépassé 9 millions de véhicules vendus en 2007. Il représente 27% du marché 135 Croué Charles, Marketing International, page 453 136 Jason Withrow, Competitive analysis: Understanding the Market Context 191 automobile mondial. Dans les pays développés, les VU répondent aux besoins des flottes d'entreprises qui représentent en Europe Occidentale près de 30% des ventes de véhicules particuliers et de véhicules utilitaires. Les acheteurs de flottes privilégient les constructeurs offrant à la fois les deux types de véhicules. Dans les pays émergents, le VU est un vecteur d'entrée sur les marchés locaux. Le marché du VU vise les professionnels comme les artisans, les commerçants, les PME et PMI, mais aussi les collectivités et les administrations ou encore les entreprises nationales ou internationales, les loueurs, ainsi que les particuliers pour le transport de personnes. Renault est la première marque de véhicules utilitaires en Europe depuis 1998. En 2007, sa part de marché en Europe était de 14, 3% avec le chiffre d’affaires de 7,6 milliards d’euros. 6300 collaborateurs de la DVU ont participé à la facturation de 456 000 véhicules en 2007.137 La DVU définit et met en place la politique Véhicules Utilitaires de Renault en intégrant des directions de projet, une ingénierie dédiée, des usines de fabrication en France et à l'étranger, et des directions centrales (Direction Commerciale, Direction du Marketing Avancé, Direction des Affaires Economiques et du Contrôle de Gestion, Direction Qualité et Services). Le périmètre des produits de la DVU concerne les VU de 1,6 à 6,5 tonnes. La gamme couvre les segments fourgonnettes et fourgons, aussi bien pour le transport de marchandises que pour le transport de personnes. La gamme VU se compose de 4 produits : Kangoo, Trafic, Master et Master Propulsion. Renault possède plusieurs usines de production dédiées aux véhicules utilitaires dont les plus importantes sont situées en France à Maubeuge (Kangoo) et à Batilly (Master) avec une capacité de production respective de 230 000 véhicules par an et de 94 000 véhicules par an. Renault Trafic est fabriqué en Angleterre à Luton (usine de General Motors) ainsi qu’en Espagne à Barcelone (usine de Nissan) avec des capacités de production de 86 000 véhicules/an et 64 000 véhicules/an. La problématique Sur le marché des Véhicules Utilitaires, il existe plusieurs notions de prix. Les différences dans l´équipement aussi bien que les offres promotionnelles (les remises et les rabais) influencent la perception du consommateur pendant son processus d’achat. Chaque notion doit être examinée, mesurée et mise en perspective du positionnement de Renault par rapport à ses concurrents. C´est pour cela qu’il faut que les différents indices soient mis en place pour permettre d’identifier l´évolution de ces différentes notions de prix. Pour présenter les différents indices qui sont utilisés par Renault pour mesurer la compétitivité de leurs véhicules, je resterai dans une logique de consommateur et son processus décisionnel d’achat d’un véhicule. L’intention des indices Renault est de mesurer le positionnement pendant différentes étapes de ce processus. Le processus décisionnel d’achat du consommateur Comme présenté dans la littérature (Kotler, Helfer et Orssoni), le processus d’achat du consommateur commence avant que le produit soit choisit et continue même après le moment de réalisation de l’achat.138 Le modèle graduel du processus décisionnel montre le processus d’achat complexe, qui concerne surtout l’achat des produits coûteux avec le haut niveau d’intérêt de l’acheteur. Ceci est le cas d’achat d’un véhicule utilitaire, qui représente un produit complexe. Ce modèle identifie et analyse 5 étapes majeures, ce que montre le graphique suivant : 137 138 Source : données internes Renault Kotler Philippe, Marketing Management, page 214 192 Graphique 1.1 : Processus décissionel d´achat Reconnaissance du problème Recherche d’information Evaluation des alternatives Décision d’achat Sentiment postachat Source : Kotler, Marketing management, page 196 Reconnaissance du problème Le processus de décision d’achat commence au moment ou le consommateur prend en compte son besoin, c’est à dire quand il sent l’écart entre l’état demandé et l’état réel. Le besoin peut être causé par les stimuli internes ou externes. Les stimuli internes se produisent lorsque l’une des pulsions fondamentales dépasse un certain seuil d’alerte. Le client sait grâce à ses expériences antérieures comment satisfaire ces besoins. Les stimuli externes proviennent de l’extérieur de l’individu. Par exemple dans le cas d´un artisan, le besoin d´un VU peut être ressenti lorsqu´il lance son activité ou renouvelle son parc. Le besoin peut ressortir de la situation où l’état demandé reste invariable, mais l’état réel a changé de façon négative, par exemple si un produit est endommagé, si les prix ont augmentés ou dans le cas d’épuisement du stock. Le besoin peut aussi ressortir de la situation où l’état demandé augmente et l’état réel reste invariable. Ceci arrive dans le cas des produits innovants, quand le consommateur augmente ses prétentions avec l’introduction des nouveautés sur le marché. Une autre des raisons est le changement des conditions, qui sont appréciées par le consommateur. Il peut s’agir de la diminution des prix, d’amélioration de la situation financière etc. Recherche d’informations La prochaine étape de processus de décision d’achat représente la recherche d’informations. Après que le consommateur ait pris en considération son besoin, il récupère le plus d’informations possibles. Le consommateur peut soit mobiliser ses sources internes en utilisant les réseaux d’association de sa mémoire, soit il peut procéder à la recherche d’informations dans son environnement. Le degré d’effort dépend de sa motivation. Si celle ci est élevée, le consommateur procède à la recherche active. Kotler divise les sources d’informations en 4 catégories principales139 : - les sources personnelles : la famille, les amis, voisins, les sources commerciales : publicité, les vendeurs, les brochures, les sources publiques : médias, tests comparatif des revues spécialisées, les sources liées à l’expérience : examen et manipulation des produits. L’importance de chaque source est influencée par le type de produit et par la personnalité de chaque consommateur. La plupart des informations provient des sources commerciales, c’est à dire des sources qui peuvent être influencés par le marketing. L’influence des sources personnelles est plus efficace, parce que ces sources sont plus crédibles aux yeux des consommateurs. Philippe Kotler postule que chaque type de source a son rôle. Quant les sources commerciales avant tout informe le consommateur, les sources personnelles l’aident davantage à évaluer les alternatives. Dans le cas d’un achat professionelle, les sources principales sont en général les sources commerciales et les sources liées à l’expérience. 139 Kotler, Dubois, Marketing management, page 215 193 Evaluation des alternatives Le consommateur perçoit un produit comme l’ensemble des caractéristiques auxquelles il attache une importance différente selon leur utilité présumée. Les modèles de processus de décision d’achat des consommateurs sont basés sur l’hypothèse que le consommateur décide de façon rationnelle. Les méthodes les plus communes de l’évaluation des alternatives sont :140 - - modèle de la valeur présumée : le consommateur choisit le produit qui lui apporte la plus grande utilité. Il s’agit de la stratégie de compensation, quand une valeur positive d’un critère peut contrebalancer une valeur moins positive d’un autre critère. modèle de produit idéal : le consommateur a crée dans son esprit un concept d’un produit idéal et il compare les produits ou les services avec cet idéal. Il préfère le critère, qui se rapproche le plus du concept idéal, sans insister sur la valeur maximale de chaque critère. modèle conjonctif : le principe de ce modèle est basé sur l’élimination. Le consommateur détermine les valeurs minimales de l’ensemble des critères. Il ne s’agit pas de la stratégie de compensation, parce qu’une valeur élevée d’un critère ne peut pas compenser la valeur d’un autre critère. modèle disjonctif : dans ce cas là, le consommateur prend en considération uniquement les variantes, qui dépassent le niveau demandé d’un ou de quelques critères les plus importants.hiérarchit les caractéristiques de produit selon leur importance. Il choisit la variante, qui satisfait le mieux la plus importante caractéristique. Décision d’achat Dans cette étape, le consommateur forme ses préférences entre les marques de sa shopping liste (groupe de sélection). Il peut déjà constituer son intention d’achat. Mais comme Kotler constate, il y a plusieurs facteurs qui peuvent entrer entre l’intention d’achat et la décision d’achat. Il s’agit des facteurs suivants : l’attitude des autres, les facteurs situationnels et le risque perçu. Les facteurs situationnels influencent le consommateur pendant tout son processus de décision, mais c’est dans cette étape là que leur importance est la plus marquante. Parmi les plus importants facteurs situationnels on retrouve l’influence de point de vente – merchandising, l’atmosphère du magasin, l’assortiment etc. La décision du consommateur de changer, annuler ou remettre sa décision d’achat dépend également du risque perçu. Le consommateur essaie de diminuer ce risque en recherchant les informations additionnelles, en remettant l’achat ou en préférant les marques connues. Graphique 1.2 : Les facteurs entre l´intention de la décision d´achat Attitude des autres Evaluation des alternatives Source : Kotler, page 218 Intention d’achat Facteurs situationnels Décision d’achat Risque perçu En appliquant ces critères à la décision d’achat d’un VU, le rôle de réseau de distribution, c’est-à-dire les concessionaires, et la puissance de la marque Renault, qui diminue le risque et renforce le statut social d’acheteur, restent préponderantes. 140 Horakova, Marketing v soucasne svetove praxi, page 121-124 194 Analyse de processus décisionnel d’achat appliqué par le service marketing Renault Suivant la méthodologie de Renault, le processus décisionnel d’achat d’un véhicule est divisé en trois étapes, qui font ensuite partie de différentes analyses : 1) Création de la « shopping list », qui représente l’étape ou le client décide d’acheter une voiture. Il ne se rend pas chez les concessionnaires de toutes les marques, mais il élabore au préalable une sélection des marques potentielles, en fonction des modèles qu’il a remarqué dans la rue, dans la publicité, de bouche à oreille ou par son expérience préalable. 2) Achat – cette étape représente le moment ou le client se rend dans les show-rooms, où il essaie des modèles, discute avec le vendeur et choisit un modèle de voiture. 3) Satisfaction – dans cette étape, le client expérimente des aspects de son véhicule qu’il n’avait pas perçus ou valorisés au moment de l’achat. Sa satisfaction aura l’influence sur l’achat de son prochain véhicule et sur l’image qu’il diffusera de son propre véhicule ou la marque. Construction des indices et leur rôle dans le processus de décision d’achat Renault à définit plusieurs indices afin de mieux positionner les différents niveaux du prix à chaque étape d’un achat. Ces différentes étapes permettent de visualiser les stratégies de prix de chaque constructeur. Renault applique deux indices principaux, qui analysent le positionnement des modèles Renault au moment où le consommateur constitue sa « shopping list », c'est-à-dire au moment de la recherche d’informations et au moment de l’évaluation des alternatives. Il s’agit des indices Prix Bruts (PB) et Prix Corrigés (PC). Ces indices permettent à Renault de positionner les modèles à leur valeur et au niveau des prix des concurrents. Ce sont les indices les plus utilisés dans les analyses prix dans tous les pays. Prix Bruts (PB) La première chose que le client juge sont les prix tarifs, qui lui permettent de constituer sa shopping list avec les voitures qu’il va ensuite prendre en considération. Les prix bruts ont pour l’objectif de représenter en indice et à un moment donné le positionnement des modèles Renault par rapport à la concurrence dans cette étape. Le calcule de l’indice PB est le suivant : PB version concurrente (Niveau de compétitivité en %) = Prix tarif de version concurrent × 100 prix de version Renault C’est toujours la voiture de Renault qui représente la base 100 de l’indicateur, c’est à dire qu’on divise les prix des modèles concurrents par le prix du modèle de référence Renault et on obtient les valeurs en pourcentage de l’indicateur. Le résultat représente le niveau de compétitivité en prix tarif de Renault par rapport aux versions concurrents. C’est un indicateur de base, le plus facile à récupérer qui ne demande pas d’analyses approfondies. Il représente le premier contact du client avec le prix. Prix Corrigés (PC) Comme mentionné, la première information recherchée par le client est souvent le prix tarifs des différents constructeurs. Jusqu’au là, on ne voit pas une différence entre la recherche d’informations d’une voiture et, par exemple, une télévision. Mais ce qui fait la différence, c’est la complexité du produit acheté, c’est-à-dire le niveau d’équipements, de confort et pour les véhicules utilitaires surtout ses caractéristiques d’utilité pour le métier du client. Il s’agit notamment de la charge utile, de la longueur, hauteur, mais aussi bien de la consommation de carburant et puissance du moteur. On considère qu’un client rationnel prend en considération les caractéristiques des voitures de sa shopping 195 list et qu’il valorise et corrige le prix des véhicules en fonction de leurs caractéristiques. Par exemple, une voiture plus chère en prix tarifs offre plus de charge utile, et elle consomme moins d’essence, ce qui implique que son prix corrigé peut être plus avantageux pour le client. L’indice PC est élaboré afin de corriger les écarts en équipements et motorisations, qui sont significatifs aux yeux du client pendant son processus d’achat dans les analyses de compétitivité. Dans la réalité, chaque client prend en compte et corrige en phase d’achat à peu près quinze différentes parties de l’équipement (hypothèse Renault). Afin de pouvoir calculer l’indice PC, il faut tout d’abord trouver le moyen d’exprimer la valorisation que le consommateur donne aux différentes parties de l’équipement et de les formaliser. Pour valoriser les différents équipements, les écarts en motorisation, poids et dimensions, les constructeurs automobiles élaborent un outil qui s’appelle Tableau de valeurs. L’objectif de cet outil est d’indiquer ce que sont prêts à payer les clients pour les équipements présents dans les véhicules. Chez Renault, le tableau qui contient les valorisations en PVC (prix valeur client) est intitulé PCOM. Il sert de référence commune à travers les différents projets. « Le PCOM est une modélisation simplifiée de la perception de la compétitivité prix du client au moment de sa décision d'achat sur un choix d'équipements ou de caractéristiques d'un véhicule. »141 Chaque Tableau des valeurs contient les principaux équipements des voitures, c’est à dire la climatisation, vitres électriques, CD MP3, jantes alliages, condamnation centralisée etc. Elle contient aussi les valorisations des éléments de motorisation comme la puissance du moteur soit en kW ou en chevaux, le couple en nanomètres, la consommation combinée. Pour les véhicules utilitaires, l’analyse prend en considération aussi la valorisation des éléments de dimension et du poids, ce qui est essentiel pour des clients professionnels. Par dimension, on comprend la longueur en millimètres, le volume de chargement en litres et par le poids la charge utile en kg. Ce qui ne sera pas corrigé dans les tableaux de valeurs, ce sont les prestations et les équipements mineurs ou techniques. Les prestations comme tenue de route, insonorisation ou freinage sont considérées comme des éléments attachés aux modèles. En fait, ces prestations ne représentent pas les attributs d’une version du modèle concret. Les équipements mineurs ou techniques, qui participent au renforcement des prestations (confort, habitabilité...) ne sont pas pris en compte dans le tableau des valeurs, car leur valorisation éventuelle serait trop compliquée. En fait, on risquerait la subjectivité, la sur- valorisation des pièces spécifiques à Renault, et des erreurs sur le contenu des concurrents. Prix corrigés remisés Les prix corrigés remisés (PCR) sont utilisés comme un outil marketing tactique. Leur objectif est de représenter en indice et à un moment donné le positionnement face aux modèles concurrents après correction des écarts de remises. Les remises sont utilisées par les constructeurs pour attirer les clients dans les salons. Il s’agit des offres promotionnelles publicisées comme les remises sèches, primes, offres d’équipements, offres de financements, séries limitées etc. Le PCR exprime le prix perçu par le client en début de cycle d’achat avant tout contact avec la force de vente. L’indicateur contient les offres publicisées les plus pertinentes du marché dans la période concernée. On considère comme une action commerciale connue du client, les publicités communiquées au niveau national, les mailings et les sites Internet des constructeurs. PCR = (PC version concurrent – remise)/(PB version Renault – remise)*100 Les remises sont déterminées par leur valeur moyenne pour le client. Pour mesurer l’impact d’une action commerciale, il faut définir le pourcentage des clients concernés et la valeur, que cette action 141 Source : définition interne de Renault 196 représente pour lui, parce que les offres ont une attractivité très différée. Par exemple la revente des voitures d’occasion concerne juste les propriétaires de ces voitures. Avec la somme des impacts des actions (% de clients concernés multiplié par valeur de l’action), on obtient la pression promotionnelle du modèle, avec laquelle on corrige le prix pour obtenir l’indice PCR. Cet indice est alors composé du prix tarifs, et des corrections faites d’équipements et actions commerciales publicisées. La source d’information est dans ce cas-là l’agence Promocar pour l’Europe où les filiales locales à l’international. Les PCR permettent de voir la pression promotionnelle en distinguant les types de promotion, la nature des actions commerciales. De ce fait, cet indice permet à Renault de bien choisir et calibrer ses actions commerciales publicisées par rapport au tarif et prix de transaction. Le PCR alors complète utilement l’approche prix tarif. La diffusion de cet indice est limitée aux métiers marketing et aux diagnostics. Dans la vision client, cet indice représente le moyen de sélectionner les modèles ou les versions à essayer et négocier. Le client peut se dire : «je vais économiser... » Prix de transaction Le marché automobile a beaucoup de spécificités et le marché des véhicules utilitaires encore plus. C’est la nature de produit, le type de clients qui peut différer des particuliers, artisans aux flottes de proximité. Et c’est aussi le niveau de rabais, qui représente souvent une part importante du prix tarif. Chaque filiale distribue aux concessionnaires un budget, qui peut être utilisé selon leurs besoins. Les concessionnaires peuvent l’ajouter à la remise, le distribuer aux vendeurs comme une prime, l’investir dans les voyages d’essai plus long etc. C’est pour cela que le montant des remises publicisées et le montant de rabais réellement obtenu par le client peut différer.. Les constructeurs peuvent se servir soit des remises ou des rabais. Par exemple, sur certains marchés, la stratégie de Mercedes et Volkswagen est de donner la remise au moment de la négociation (grâce à son image). Par contre, la stratégie de Renault et PSA est de publiciser une remise assez importante pour motiver le client de venir vers le réseau. En Allemagne, Citroën a des prix tarifs plus élevés que Renault, mais il offre des remises importantes, qui sont ensuite communiqués dans les campagnes publicitaires à la télévision. Son prix remisé est beaucoup plus élevé que le prix remisé de Renault, mais le prix de transaction est égal. Renault commence avec des prix tarifs bas et Citroën atteint le même niveau par des corrections des prix. C’est pour cela qu’il est très important pour une entreprise de pouvoir mesurer ce prix réellement payé par un client. L’indice prix de transaction mesure la remise totale obtenue par un client sans distinguer la nature des actions commerciales des concurrents. Il s’agit d’un outil à vocation stratégique qui sert pour analyser des tendances à long terme. Au contraire, son utilité au niveau de pilotage des actions commerciales en filiales est assez bas, car sa disponibilité demanderait la réalisation du « Mystery shopping », c’est à dire des simulations d’achat sur les versions de référence. Mystery shopping est un outil employé souvent par les agences des études de marché pour mesurer la qualité des service ou pour récupérer des informations spécifiques sur un produit, conditions de vente ou service. La technique consiste à récupérer des données spécifiques par les agents qui visitent les magasins et jouent le rôle des clients. Selon un scénario préparé, ils essaient d’obtenir les informations demandées par le client de l’étude. Le faux client élabore un rapport juste après sa visite. Le Mystery shopping se déroule généralement selon les étapes suivantes : 1) Préparation du projet. C’est une étape essentielle qui se déroule en coopération entre le client et l’agence. Les objectifs de l’étude sont fixés ainsi que le scénario et le questionnaire à remplir par les clients mystères. On définit aussi le budget, le planning et le contrat avec l’agence est signé. 2) La collection des données. Les faux clients visitent le magasin ciblé et se comportent selon le scénario. Directement après la visite, le client mystère remplit le questionnaire, qui est ensuite vérifié par son agence. 197 3) Evaluation des données. Les données sont analysées et présentées dans un rapport. Les enquêtes client mystère sont très couteuses et Renault les utilise uniquement sur les marchés G5, c’est à dire en France, en Espagne, Italie, Grande Bretagne et en Allemagne. Les rabais sont exprimés en moyenne mobile de 6 mois, parce que le nombre d’enquêtes par mois ne garantie pas une représentativité statistique suffisante. L’indice PCT est diffusé largement dans l’entreprise. Il aide à construire le positionnement ciblé et à travailler sur la valeur client et la marque. Pour le client, PCT représente ce qu’il a réellement obtenu. Conclusion Dans l´environnement concurrentiel, le résultat d´une action marketing n´est pas défini juste par sa valeur absolue, mais aussi par sa valeur relative par rapport aux concurrents. La plupart des actions menées par l’entreprise, y compris sa politique des prix, doit prendre en considération les réactions des concurrents. La dépendance entre l’action d’un acteur sur le marché et les réactions des autres doit être analysée et prise en considération pendant la phase préparatoire des actions visées.. Sur le marché des véhicules utilitaires, il existe plusieurs notions de prix, parce que les différences dans l´équipement aussi bien que les offres promotionnelles (les remises et les rabais) influencent la perception du consommateur pendant son processus d’achat. Chaque notion doit être examinée, mesurée et mise en perspective du positionnement de Renault par rapport à ses concurrents. C´est pour cela qu’il faut que les différents indices soient misent en place pour permettre d’identifier l´évolution de ces différentes notions de prix. Renault utilise quatre indices principaux pour mesurer son positionnement par rapport aux concurrents. L’indice PB couvre l’étape de recherche des informations. En créant son shopping list, le client évalue les prix tarifs des différents constructeurs. L’indice PB mesure la compétitivité de Renault dans ce domaine. L’autre aspect qui influence la décision du client sont les remises publicisées dans les médias comme la TV, la radio, les sites Internet. L´intensité et l´attractivité de la publicité ont un impact considérable sur le comportement de client dans la phase d’élaboration du shopping list aussi bien que dans la phase d’évaluation des alternatives. Pour mesurer la compétitivité des remises Renault utilise l’indice PCR. La décision d’achat est influencée également par les facteurs situationnels. Entre les facteurs situationnels les plus importants, on peut compter le montant des rabais, qui sont offerts chez les concessionnaires et qui n’étaient pas publicisées dans les médias. La compétitivité de Renault dans cette étape est examinée sous la forme de l’indice PCT. 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MAYRHOFER, U.: Marketing International, Economica, Paris 2004, ISBN 2-7178-4833-9 PRIDE, W.M., FERREL, O.C.: Marketing, Concepts and Strategies, 5e édition, Houghton Miffin Company, Boston 1989. ISBN 0-618-53203-X www.renault.com 199 142 TRADE FINANCE DURING THE LAST CRISIS Ing. Michal NEJEDLÝ University of Economics, Prague [email protected] Abstract Since 2008 the world economy has been substantially determined by the financial and economic crisis. Trade finance, which is the fuel for more than 80 % of world trade, has been hit by distress on the financial market. Exporters and importers were affected by a constrained supply of trade finance products, their higher prices and by a lack of foreign orders. On the background of literature dealing with trade finance in previous crises, the paper summarizes the findings of surveys conducted worldwide during the last several years in the field of trade finance. Key words trade finance, economic and financial crisis, banking, the Czech Republic Introduction Trade finance seemed to have suffered from the financial and economic crisis. It is generally accepted that about 80 – 90 % of the world trade relies on trade finance. Approximately 35 – 40 % of trade finance arrangements are supposed to be intermediated by banks (Asmundson et al., 2011). A turmoil on American mortgage market in summer 2007 followed by bankruptcy of Lehman Brothers in September 2008 caused distress on world financial markets, where banks, as providers of trade finance products, play important role. Trade finance declined significantly since 2008. However, the drop in trade finance was not so dramatic compared to the decline in world merchandise trade and output. According to IMF/BAFTIFSA Trade Finance Survey made in July 2009 the merchandise exports fell by 14.7 % between 4Q 2008 and 2Q 2009 compared to the decline in trade finance by 7.5 % during the same period of time. It is stated that part of the world trade decrease is caused by a negative impact of the financial crisis on trade finance (Auboin, 2009). The recession of advanced economies accompanied by lower demand for goods and services are the other determinants. Nevertheless, the available evidence suggests that shocks to trade finance were not the major factor in the decline in trade (Mora & Powers, 2009). Exporters faced the fallout of demand for durable, postponeable goods, which resulted in lower demand for bank-intermediated trade financing. However, economic crisis, rising bankruptcy of banks and non-financial companies and delays in payment by buyers increased substantially a counterparty risk. Therefore, exporters and importers sought to use safer terms of payments mainly based on bankintermediated trade finance products or export credit insurance. This paper focuses on the development of trade finance during the last financial and economic crisis. It summarized various reports and surveys made since the outbreak of the crisis. Despite various types of trade finance, bank-intermediated trade finance products are concerned. It is far-famed that there is absence on data on trade finance flows. Therefore, a necessity to describe behaviour of trade finance products in the last crisis led some institutions to prepare and conduct surveys focused on trade finance. These institutions were International Monetary Fund (IMF), Banker’s Association for Finance and Trade and International Financial Services Association (BAFTIFSA) and International Chamber of Commerce (ICC). The paper is organized as follows: first part defines the term trade finance. Second part of the paper brings evidence of the impact of previous financial crises on trade finance. Third part focuses on the development of trade finance in the last crisis, i.e. between 2007 and 2010. 142 This paper was prepared within the Research Project IGA “Řešení dopadů finanční a ekonomické krize na vývozce v ČR”, Nr. F2/19/2010. 200 Trade finance definition There are many conceptions of the term trade finance in numerous studies which vary according to trade finance instruments and products considered. A broad definition of trade finance is any financial arrangement connected to inter-firm commercial transaction (Ellingsen & Vlachos 2009, p. 2). Trade finance under this definition can take different types, i.e. arrangements between buyers and sellers, arrangements with credit insurers and with banks. Thus the broad definition includes (Asmundson et al., 2011, p. 54): (i) cash in advance arrangements, (ii) open account arrangements – intra-firms, arm’s length non-guaranteed and ECA guaranteed trade credits, (iii) bank-intermediated trade finance, i.e. trade-related credits provided by banks. A narrow definition of trade finance deals with transactions financed by bank intermediaries and other financial institutions for the purpose of providing finance to exporters or importers before, during or after shipment. The variety of forms of bank-intermediated trade financing is wide and can include: (i) letters of credit (L/C) and different L/C operations, e.g. L/C confirmation, L/C discounting or post-financing, (ii) documentary collections, (iii) pre-shipment financing, e.g. pre-export loans, working capital loans or other transaction-specific financing granted to exporters, (iv) post-shipment financing, e.g. refinancing of supplier’s trade credit, working capital loans or other transaction-specific financing granted to exporters, (v) buyer’s credits granted by bank in exporting country to foreign buyer or his bank, (vi) forfaiting, i.e. purchase of receivables from exporters before maturity, (vii) various types of trade-related guarantees, e.g. bid bonds, performance bonds, advance payment guarantees, (viii) importer’s financing, (ix) export credit insurance. Trade finance differs in that what type of risk it mitigates and to what extent. Generally said trade finance is finance related to trade transactions and from bank point of view it is distinguished by its low-risk profile, self-liquidating character and usually short-term maturity.143 All available data regarding trade finance presented in the paper are based on surveys conducted among banks in different countries. Therefore, the term trade finance is considered in its narrower definition in this paper. What we know from the previous crises? In the previous decades several financial crises occurred in different places in the world. Each crisis was special in terms of its reasons, length and course. There are several papers focused on trade finance in these crises. Most papers are concerned with problems of trade finance in developing countries. IMF (2003) summarized the attributes of the collapse of trade finance in developing countries (e.g. Mexico, Brazil) in crisis. It suggested the following factors as main contributors to the fallout of trade finance: (i) banks did not differentiate between providing trade-related loans and other credit exposure and reduced limits to the crisis countries generally144, (ii) herd behaviour among trade finance providers, (iii) weak domestic banking system which was not able to maintain credit lines to corporate clients without credit lines from foreign banks, (iv) lack of credit insurance. 143 Transactions with maturity up to 180 days are usually considered as short-term. The classification of trade finance market in terms of maturity is not unique. According to OECD Arrangement on Guidelines for Officially Supported Export Credits a maturity over 2 years is regarded as medium or long term. 144 Due to a short-term nature of most trade finance transactions it was not a problem for creditors not to renew credit lines. 201 A sudden drop in general trust in banks or banking systems of particular countries complemented by a herd behaviour are reported by Auboin (2007, p. 9) as the phenomenon during the Asian crisis of 1997-98. Auboin states that in periods of acute crisis, this supply (of trade finance products – MN) did not exist in certain countries ... In the light of a general loss in confidence in a local banking system, international banks forced up confirmations fees of inter-bank spreads, and reduced or cancelled “bank limits” as well as “country limits”. Ronci (2004) analyzed an impact of the constrained trade finance on export and import volumes in the short run. Based on data from 10 financial crises he came to a conclusion that fall in external trade finance explains a relatively small part of the trade loss during crises, while a fall in trade financing in connection with domestic banking crisis can lead to a substantial loss of trade. The impact of trade finance fallout on exporters varies according to the sector and to its dependency on banking credit. Iacovone & Zavacka (2009) contributed to literature with findings that sectors more dependent on external finance grow significantly less than other sectors during the crisis. Moreover, they came to a conclusion that the banking crisis does not appear to adversely affect exporters particularly dependent on inter-firm finance in any significant manner. Bricongne, et al. (2009), who additionally confirmed that credit constrains for sectors dependent on external finance are of the same significance for small and large firms, came to similar conclusion. Amiti & Weinstein (2009) analyzed the relationship between banks as suppliers of trade finance products and export development during banking crises. Based on the Japanese data they suggest that there is a casual link. Export performance is weaker for those firms whose bank is more affected by the crisis. A shortage of credit sources is able to explain approximately 30 % of Japanese decline in export. Trade finance in the financial crisis of 2007 Because of the lack of reliable trade finance data, several international institutions attempted to cover this gap by surveys and reports on trade finance. Their results are comparatively similar and can be presented from the following distinct points of view, from bank’s side on the one hand and from exporter’s or importer’s side on the other hand. Beginning on the bank side, it is often reported that banks have become more risk averse and have started to be more selective in the supply of various types of credits and other trade finance products since outbreak of the last crisis. IMF (2009) reported that more than 90 % of advanced economy banks and 70 % of emerging market banks indicated a change in the counterparty criteria. Banks adopted stricter risk guidelines towards their corporate clients, certain banks and countries145. According to ICC, more respondents reported decline in trade credit lines for financial institutions than for corporate clients.146 This can be easily explained by lower confidence among the players on financial markets and also by the fall in the number of financial institutions. Moreover, some banks and countries were even excluded from bank’s lending portfolios (Malouche, 2009). Requests on export credit insurance, shorter maturities, stronger covenants, more collateral (cash deposits, equity contributions) are the most cited examples of changes in trade-related lending guidelines. Small and medium-sized enterprises and new clients are especially affected in terms of their access to bankintermediated trade finance products. All surveys made in recent times are consistent in the fact that there was an increase in price of trade finance products. Another survey of IMF shows a price development of selected trade finance instruments in two consecutive periods of time (see Figure 1). It flows from the same survey that price changes are put in practice more likely by large banks than the small and medium ones. Figure 1 145 Changes in pricing of selected trade finance instruments Argentina, the Baltic countries, Hungary, Iceland, Pakistan, Russia, Turkey e.g. 51 % of respondents indicated decrease in credit lines for financial institutions between last quarter of 2007 and last quarter of 2008 compared to 40 % of respondents stating their decrease for corporates. In the period between 2008 and 2009 this figures amounted to 42 % for financial institution compared to 40 % for corporates (ICC, 2009, p. 35, and ICC, 2010, p. 32). 146 202 Source: IMF/BAFT-IFSA Trade Finance Survey, March 2010 in Asmundson et al., (2011, p. 26) ICC Trade Finance Surveys confirmed this development and provided a closer look to other trade finance instruments, documentary collections and bank guarantees. According to the survey 41 % of respondents indicated an increase in fees for issuance of bank guarantee, only 18 % of respondents reported an increase in price for documentary collection, and 58 % an increase in fees for confirming a letter of credit (ICC, 2009, str. 36-37). Although the growth in prices continued in 2009, available reports concludes that trade finance products still remained affordable to exporters and importers, because they are able to mitigate a range of various risks compared to standard open account trade instruments. As far as main reasons for the price increase are concerned, mostly two basic factors are mentioned in literature – costs of funds and capital requirements. 80 % of respondents in IMF Survey specified the rising costs of their funds as important determinant (IMF, 2009, p. 7). Interbank market has been under stress since 2007, banks have not trusted to each other and have been reluctant to provide liquidity. Moreover, some banks, mostly in developing countries, have had difficulty with obtaining liquidity in foreign currencies which became scarce and expensive (Malouche, 2009, p. 24). More questionable is the impact of more stringent capital requirements on prices of trade finance products. It flows from the BAFT Survey from March 2009 that 42 % of respondents considered higher capital requirements as factor for increased pricing of trade finance in 2008, in 2009 it was even 58 % of respondents. Nevertheless, 40 % of respondents said that the implementation of Basel II had no impact on their ability to provide trade finance, 27 % reported even a positive impact (BAFT, 2009, p. 9). Moreover, this determinant is more significant for large banks than for the small or mediumsized ones (Asmundson et al., 2011, p. 27). A sudden drop in orders and contracts has contributed significantly to the decline in trade across all groups of economies (developed, developing) since 2008. Viewed from the exporter’s or importer’s point of view, these companies have had to cope with a low demand for their products and services, a fluctuation of exchange rates, and changes in behaviour of their customers and banks. A fall-out of sales, accumulation of inventories, delayed payments from customers and other factors have contributed to a worsened credit standing of these companies. Further, risks connected with doing international trade have gone up. Therefore, exporters and importers felt urge to mitigate both the commercial and political risk by using bank-intermediated trade finance products. The demand for risk-mitigating instruments grew significantly. Bank guarantees, letters of credit and their confirmation are a good example. The surveys conducted by ICC proved that about 50 % of interviewed banks reported an increase in corporate demand for the issuance of bank undertakings between 2008-2009. However, at the same time ICC added that some portion of this additional demand could not be fully satisfied. It should be stated that a percentage decline in merchandise trade exceeded the decline in trade finance. Whereas merchandise exports fell by 10.3 % between 4Q2008 and 4Q2007, trade finance fell by 1.6 % only. In the period between 2Q2009 and 4Q2008 the decrease amounted to 10.3 % and 7.5 % 203 respectively (Asmundson et al., 2011, p. 16). For an estimation of trade finance growth, SWIFT statistics stating the year-on-year growth in trade finance messages can be used as a proxy. This figure includes data on documentary credits, documentary collections and guarantees. Figure 2 shows changes in amount of trade finance-related messages which declined gradually since 1Q2008. A dramatic change occurred at the end of 2008 when the number of messages decreased significantly by more than 20 %. Since that time the indicator has been recovering. Figure 2 SWIFT year-on-year growth in trade finance messages Source: ICC (2010, p. 23) The volume of trade finance shrank in absolute terms. Various surveys and reports bring evidence about it. At the same time they agree that the decline of trade finance volumes is not primarily determined by an ability of banks to provide trade finance, but more by demand factors such as a fall in the demand for trade activities or a fall in the price of transactions (e.g. commodity prices) (Asmundson et al., 2011, p. 43-50). An export credit insurance represents a specific part of the trade finance business. Its goal is to facilitate and to enable realisation of trade transactions. The export credit insurance is provided on commercial basis or with the state support (by Export Credit Agencies – ECAs) and is able to mitigate various types of commercial and political risks. The development of the short-term and the mediumand long-term export credit insurance provided by members of the Berne Union is demonstrated in Figure 3. There was a stable increase in the volume of short-term export credit insurance since 2005. The impact of financial and economic crisis is visible in 2009. However, the medium- and long-term insurance were not affected by the crisis. The values grew steadily, even in the period of financial distress. A long-term character of business transactions and an activated role of ECAs can be considered as the reasons for this development. 204 Figure 3 Short-term (ST) and medium- and long-term (MLT) export credit insurance Source: Berne Union (2011) Some data also indicate that exporters switched from an open account trading to bank-intermediated instruments. Whereas in October 2007 the portion of bank-intermediated transactions amounted to 33 %147, it was 35 % one year later and 36 % in January 2009 (Asmundson et al., 2011, p. 18). As a result, the share of world trade supported by bank-intermediated trade finance appears to have increased during the crisis (BAFT, 2009, p. 13). Conclusion A majority of the world trade relies on trade finance. The term trade finance can be considered broadly or narrowly depending on instruments included. This paper deals with bank-intermediated trade finance, which is relevant for examining the impact of the last financial and economic crisis. Due to an absence of reliable world trade finance data, the surveys conducted by international institutions are the main information sources that can be used for estimation of the recent development in the field of bank-intermediated trade finance. The last financial and economic crisis affected exporters, importers and financial institutions significantly. Due to a liquidity squeeze on the interbank market, the costs of funding increased, which finally resulted in higher prices and fees for trade finance products offered by banks to their clients. There was a sudden loss in confidence among individual players. Banks changed the counterparty criteria and applied more stringent lending policy, which can be demonstrated by a shorter maturity or a demand for additional collateral. Apart from the lack of orders, corporates faced a worsened payment discipline of customers and an overall increase in commercial and political risk. Therefore, the demand for bank-intermediated trade finance products, such as letters of credit or export credit insurance, increased. However, their demand for these products was not fully satisfied due to constraints on the bank’s side and also due to a worsened financial standing of corporates themselves. Empirical evidence from the previous crisis also seems to be applicable to the last financial and economic crisis. Banks reduced credit lines to other banks or corporate clients in the light of a general loss in confidence in them. Some groups of companies, namely small- and medium-sized ones and those heavily dependent of external finance, were limited in their access to trade finance banking products. Several countries, mostly with weak banking system, were hit very hard. Questions of trade finance bring about a range of topics for future research. The role of ECAs in supporting trade finance, impact of Basel regulatory requirements of trade finance or the evaluation of trade finance liquidity programs approved by G20 members are some examples. References 147 cash-in advance transactions and open account transactions are other categories under considerations 205 1. AMITI, Mary & WEINSTEIN, David E. (2009). Exports and Financial Shocks). NBER Working Paper 15556. 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MONITORING FINANCIAL INDICATORS OF ENERGY UTILITIES: AN EXAMPLE OF CENTRAL EUROPEAN ENERGY DISTRIBUTION COMPANIES Ondřej MACHEK Department of Business Economics Faculty of Business Administration University of Economics in Prague [email protected] Introduction This paper deals with a financial analysis of Central European energy distribution companies, especially electricity transmission and distribution and natural gas transportation and distribution companies. We focus on Czech Republic, Slovakia, Hungary, Poland, Austria, Germany and Switzerland. In this paper, we reffer to the distribution system operators as DSOs and to the trasmission system operators as TSOs. Firms operating in energy distribution industries are often classified as natural monopolies and referred to as public utilities, since they provide a service that is affected with public interest. Since these companies have substantial monopoly powers and provide an essential service, they are regulated by independent regulatory bodies. Regulatory legislation and methods vary across the region. Central Europe is characterized by huge economic and social disparities and differences in regulatory experience. Financial analysis of industry sectors forms a gap between macroeconomic analysis and financial analysis of particular companies. In this paper, we determine common performance indicators (financial ratios of profitability, asset management, liquidity, solvency) of energy distribution sector in the Central European region and we analyse the development of return on equity (ROE) and its components in individual contries between 2005-2009. Source data Data was collected for Czech Republic, Slovakia, Hungary, Poland, Austria, Germany and Switzerland. In the countries of the former Eastern Bloc, energy markets are still very concentrated and only a very limited number of firms are operating on the market. In Austria and Germany, the market is much less concentrated and therefore more competitive – for instance, multiple operators participate on electricity transmission, whereas in post-communist countries, only one monopoly company operates the transmission grid. The situation is similar in the field of electricity and natural gas regional distribution and gas transportation. We based our analysis on 64 Central European major energy distribution companies, of which 12 Czech, 6 Slovak, 8 Hungarian, 10 Polish, 8 Austrian, 12 German and 8 Swiss companies. Data was collected from annual reports of the companies for the period 2005-2009. Methodology Financial ratios are measures of a firm’s performance that examine a firm from different point of views. Traditionally, financial ratios are grouped into five major areas: • Profitability ratios, • Asset management ratios, 208 • Liquidity ratios, • Financial leverage ratios, • Capital market analysis ratios. In this paper, we do not deal with capital market ratios and focus on the first four areas since the analysed firms are often not quoted on stock exchanges. Amongst the major profitability ratios, we focused on the return on equity (ROE), the return on assets (ROA), the return on capital employed (ROCE) and the return on sales, also called profit margin (ROS). Asset management ratios indicate how efficiently a company utilizes its assets. We focused on the asset turnover ratio and the fixed asset turnover ratio. Liquidity ratios measure a firm’s ability to meet its short-term obligations. Common liquidity measures are the current ratio and the quick ratio. Financial leverage ratios measure a firm’s debt and its long-term solvency. We determined the debt ratio, the D/E ratio and the leverage ratio. The ratios used in the analysis are summarized in Tab. 1. Tab. 1: Selected performance indicators Indicator Abbreviation Formula Return on equity (ROE) ROE EAT/Equity Return on assets (ROA) ROA EBIT/Total assets Return on capital employed (ROCE) ROCE EBIT/Capital employed Return on sales (ROS) ROS EBIT/Sales Asset turnover AT Sales/Total assets Fixed asset turnover FAT Sales/Fixed assets Current ratio CR Current assets/Short-term liabilities Quick ratio QR (Current assets – inventory)/Short-term liabilities Debt ratio DR Total debt/Total assets D/E ratio DER Total debt/Equity Leverage ratio LR Total assets/Equity Since ROE is the most important ratio, it is often decomposed using Du Pont identity. ROE can be broken into five individual indicators as follows: EAT EAT EBT EBIT S A ROE = = × × × × , Eq. 1 E EBT EBIT S A E where EAT denotes after-tax profit, EBT is profit before taxes, EBIT denotes earnings before interest and taxes (operating profit), S denotes sales, A denotes total assets and E denotes equity. The five indicators are defined in Tab. 2. Tab. 2: Selected ROE components Indicator Formula Tax effect ratio EAT/EBT Financial cost ratio EBT/EBIT Return on sales EBIT/Sales Asset turnover Sales/Total assets Leverage ratio Total assets/Equity The impact of year-to-year change of these five individual indicators upon the total year-to-year change of ROE can be determined using the so-called logarithmic method as follows. We divide the return on equity in period two ROE2 by the return on equity in the preceding period ROE1 and obtain 209 EBIT2 S 2 A2 EBT2 EAT2 E A S2 ROE 2 EBT2 EBIT2 Eq. 2 = × × × 2 × 2 , A1 EBIT1 S1 EBT1 EAT1 ROE1 A1 E1 S1 EBT1 EBIT1 Let IX/Y denote the relative change of the factor X/Y, ie the fraction X2 Y Eq. 3 I X /Y = 2 X1 Y1 and let IROE denote the relative change of ROE. The multiplicative relationship described by Eq. 2 can be logarithmized to obtain an additive relationship and divided by ln(IROE). Doing so, we obtain ln (I EAT / EBT ) ln (I EBT / EBIT ) ln (I EBIT / S ) ln (I S / A ) ln (I A / E ) . Eq. 4 1= + + + + ln( I ROE ) ln( I ROE ) ln( I ROE ) ln( I ROE ) ln( I ROE ) By multiplicating the Eq. 4 by the absolute change of return on equity ΔROE = ROE2 - ROE1 we can express the change of ROE due to the change of an individual factor X/Y as ln(I X / Y ) ΔROE X / Y = ΔROE . Eq. 5 ln( I ROE ) A sum of these five individual impacts equals ΔROE. Energy distribution sector analysis of selected countries In this part, we analyse the development of selected performance indicators in the selected countries and the changes in return on equity. We use abbreviations defined in Tab. 1. Czech republic The Czech energy market is relatively concentrated. The regional electricity distribution is ensured by only three companies (ČEZ Distribuce, PRE Distribuce and E.ON Distribuce) and the natural gas regional distribution is operated by six DSOs, out of which four are members of RWE Transgas group. The national electricity transmission grid belongs to one monopoly company (ČEPS), as well as the natural gas transportation (Net4Gas). ROE and ROS have been increasing in the period of 2005-2009, whereas ROA and ROCE have been slightly decreasing within the sector. Asset utilization has had a negative trend, in terms of both asset turnover and fixed asset turnover. The liquidity has been relatively low but its value has been growing. The level of debt has been slightly decreasing but it has not changed significantly. The leverage has been relatively low. An increase of the proportion of debt would increase ROE and reduce the costs of capital. Tab. 3: Financial ratios of the Czech energy distribution sector Year ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,077 0,069 0,104 0,103 0,659 0,780 0,971 0,961 0,340 0,515 1,515 2006 0,076 0,069 0,122 0,099 0,569 0,671 1,228 1,215 0,308 0,444 1,444 2007 0,079 0,066 0,134 0,093 0,495 0,606 1,354 1,344 0,286 0,401 1,401 2008 0,082 0,061 0,128 0,092 0,480 0,607 1,197 1,190 0,342 0,521 1,521 2009 0,080 0,061 0,146 0,088 0,421 0,521 1,384 1,376 0,310 0,450 1,450 The impact of the evolution of the change of ROE components on the aggregate indicator is summarized in Tab. 4. The asset turnover has had a decreasing effect on ROE, as well as the debt level. ROE has been growing mainly due to the profit margin, the tax effect and the financial cost 210 ratio. Indeed, the average level of taxation of Czech energy distribution companies has been decreasing in 2005-2009. Tab. 4: Changes of energy utilities ROE in the Czech Republic Tax effect ratio impact ΔROE Year Financial cost ratio impact Asset turnover impact Profit margin impact Leverage ratio impact 2006 -0,0012 0,0014 0,0004 0,0118 -0,0112 -0,0036 2007 0,0030 0,0034 0,0050 0,0075 -0,0106 -0,0024 2008 0,0032 0,0011 0,0020 -0,0040 -0,0025 0,0066 2009 -0,0013 0,0002 0,0021 0,0110 -0,0107 -0,0039 Slovakia The Slovak energy market is the smallest one in the sample of countries. It is also a very concentrated one. For instance, 98% of the natural gas regional distribution is operated by one single company, SPP Distribúcia. The regional distribution of electricity is ensured by three DSOs (ZSE, SSE and VSE). The monopoly natural gas transportation company is Eustream and the monopoly electricity transmission company is SEPS. As shown in Tab. 5, ROE has been relatively high but has had a decreasing character, as well as ROA and ROCE. ROS has fluctuated a lot, but in 2009 remained at the same level as in 2005. The asset turnover and the fixed asset turnover have been declining. The measures of liquidity have been relatively high. The level od debt has been stable but relatively low in later years of the period. The advantages of financial leverage effect have been used insufficiently and certainly there is room for improvement in this area. Tab. 5: Financial ratios of the Slovak energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,264 0,180 0,122 0,276 1,479 2,421 1,595 1,581 0,438 0,778 1,778 2006 0,142 0,121 0,194 0,143 0,624 0,784 2,486 2,098 0,162 0,194 1,194 2007 0,207 0,188 0,439 0,157 0,429 0,492 1,619 1,446 0,201 0,251 1,251 2008 0,075 0,062 0,126 0,078 0,493 0,556 1,405 1,075 0,209 0,264 1,264 2009 0,067 0,058 0,119 0,071 0,484 0,643 3,113 1,654 0,205 0,258 1,258 The decline of ROE has been caused by various ROE components. In 2006, it was due to the asset turnover and leverage effect, since the asset turnover had diminished significantly and the level of debt had decreased. In 2008, it was partly due to the decreasing profit margin and the tax effect. In 2009, ROE decreased due to all factors except of the tax effect. Tab. 6: Changes of energy utilities ROE in Slovakia Year ΔROE Tax effect ratio impact Financial cost ratio impact Profit margin impact Asset turnover impact Leverage ratio impact 2006 -0,1214 0,0006 0,0344 0,0914 -0,1696 -0,0782 2007 0,0649 0,0090 -0,0283 0,1407 -0,0646 0,0081 2008 -0,1319 -0,0055 0,0161 -0,1619 0,0180 0,0013 2009 -0,0085 0,0002 -0,0027 -0,0044 -0,0013 -0,0003 211 Hungary The Hungarian energy market is comparable to the Czech one in terms of market concentration. Monopoly companies have been operating gas transportation (FGSZ) and electricity transmission (MAVIR) networks, whereas regional distribution has been ensured by three electric utilites and six gas pipelines. Tab. 7 illustrates the evolution of financial ratios of the sector in Hungary. ROE has been declining as well as ROA, ROS and ROCE. The return on sales cannot be directly influenced by raising prizes since they are regulated, but a better costs management could improve this ratio. The asset turnover and the fixed asset turnover have been relatively high, which signalizes a good utilization of assets, but the liquidity has been insufficient. Hungarian energy utilites should raise the volume of liquid funds. The level of debt is slightly higher than the Czech one but still low in comparison with more developed countries. Tab. 7: Financial ratios of the Hungarian energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,117 0,074 0,071 0,134 1,041 1,286 0,636 0,606 0,456 0,837 1,837 2006 0,086 0,076 0,106 0,130 0,722 0,922 0,550 0,536 0,418 0,719 1,719 2007 0,228 0,035 0,049 0,052 0,711 0,804 0,498 0,485 0,340 0,516 1,516 2008 0,059 0,039 0,047 0,059 0,832 0,963 0,731 0,656 0,338 0,511 1,511 2009 0,050 0,033 0,041 0,053 0,805 0,963 0,901 0,653 0,380 0,612 1,612 Tab. 6 examines the year-to-year changes of ROE. In 2005, ROE declined due to a growth of average taxation and interest rate, and due to a decrease of the asset turnover and the level of debt. In 2006, ROE grew significantly because of the financial cost ratio impact. All other factors stagnated or decreased. In 2007 and 2008, ROE decreased as a consequence of declining ROS and financial cost ratio. Tab. 8: Changes of energy utilities ROE in Hungary Year ΔROE Tax effect ratio impact Financial cost ratio impact Profit margin impact Asset turnover impact Leverage ratio impact 2006 -0,0308 -0,0175 -0,0098 0,0399 -0,0368 -0,0067 2007 0,1419 0,0000 0,2751 -0,1128 -0,0021 -0,0183 2008 -0,1683 0,0052 -0,1887 -0,0041 0,0197 -0,0004 2009 -0,0093 0,0072 -0,0107 -0,0076 -0,0018 0,0035 Poland The Polish energy market is significantly larger than those of the previously destribed countries. Nevertheless, main distribution system operators remain state-owned. In the field of natural gas distribution and transportation, there are six DSOs, all of them owned by the PGNiG company, which is a joint stock company of the State Treasury, and one TSO (Gaz-System). As to the electricity distribution and transmission, there were 20 DSOs and one TSO (PSE). These companies have been operating within large vertically integrated groups such as PGE, Tauron, Energa or Enea. As shown in Tab. 9, the evolution of Polish energy distribution ROE has a positive trend, as well as ROA, ROS and ROCE. The asset management ratios have been slightly decreasing but have not changed significantly. In terms of liquidity, the Polish energy sector has been successful. The level of debt has been decreasing, which could have had a negative impact on ROE. 212 Tab. 9: Financial ratios of the Polish energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,051 0,040 0,070 0,076 0,575 0,713 1,783 1,570 0,471 0,889 1,889 2006 0,081 0,046 0,080 0,111 0,570 0,703 1,867 1,612 0,589 1,433 2,433 2007 0,052 0,027 0,048 0,041 0,555 0,679 1,499 1,282 0,350 0,538 1,538 2008 0,053 0,046 0,087 0,070 0,531 0,650 1,280 1,085 0,339 0,513 1,513 2009 0,075 0,070 0,131 0,099 0,535 0,681 1,636 1,441 0,293 0,413 1,413 In 2005, ROE has increased mainly due to a higher leverage and profit margin. The negative effect of declining asset turnover has been negligible. In the following years, the level of debt has been decreasing and the impact of declining asset turnover has been more significant. Nevertheless, ROE has been growing as a consequence of growing profit margin which had a major impact on the ROE change. Tab. 10: Changes of energy utilities ROE in Poland Year Tax effect ratio impact ΔROE Financial cost ratio impact Asset turnover impact Profit margin impact Leverage ratio impact 2006 0,0301 0,0023 0,0034 0,0085 -0,0006 0,0165 2007 -0,0293 0,0309 0,0054 -0,0337 -0,0018 -0,0301 2008 0,0010 -0,0232 -0,0039 0,0312 -0,0022 -0,0009 2009 0,0222 0,0012 -0,0011 0,0261 0,0004 -0,0043 Austria The Austrian energy market is less concentrated than the markets of the previously analysed postcommunist countries. There are three electricity transmission system operators (Verbund, TIWAG and VKW) and more than one hundred distribution system operators, out of which 9 companies are major regional electricity distribution system operators. In the field of natural gas, there are two TSOs and 19 DSOs. The return on equity in Austria has been relatively high. This can be explained by a higher leverage (cost of debt is less than cost of equity) and asset turnover, ie a more efficient utilization of assets. Nevertheless, the profitability has been decreasing. The liquidity of the Austrian energy sector has been low. Tab. 11: Financial ratios of the Austrian energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,208 0,087 0,127 0,249 0,687 0,926 1,323 1,040 0,650 1,857 2,857 2006 0,191 0,084 0,119 0,219 0,704 0,918 1,198 0,908 0,618 1,617 2,617 2007 0,194 0,080 0,120 0,205 0,670 0,871 0,963 0,710 0,607 1,544 2,544 2008 0,176 0,081 0,104 0,198 0,781 0,969 0,918 0,672 0,589 1,433 2,433 2009 0,109 0,058 0,096 0,140 0,601 0,733 1,091 0,760 0,588 1,430 2,430 The decreasing trend of ROE can be explained by Tab. 10. Leverage ratio, ie the level of debt was declining over the whole period. The profit margin was also declining except of 2006. The changes of asset turnover played major roles in changes of ROE in 2007 and 2008. 213 Tab. 12: Changes of energy utilities ROE in Austria Tax effect ratio impact ΔROE Year Financial cost ratio impact Asset turnover impact Profit margin impact Leverage ratio impact 2006 -0,0171 -0,0064 0,0142 -0,0122 0,0048 -0,0175 2007 0,0027 0,0098 0,0062 0,0018 -0,0096 -0,0054 2008 -0,0175 0,0073 -0,0189 -0,0259 0,0283 -0,0082 2009 -0,0675 -0,0076 -0,0112 -0,0120 -0,0365 -0,0002 Germany The German energy market is the largest one in the region and probably also the most developed one. There are four electricity TSOs (EnBW Transportnetze, TenneT, Amprion and 50Hertz Transmission) and about 900 DSOs, but only around 120 of them control 90% of the electricity distribution market. The number of natural gas TSOs is unclear due to the disputed interpretation of the German expression "Fernleitungsnetzbetreiber". There are around 700 natural gas DSOs out of which about 70 control 80% of the gas distribution market. The level od debt has been high in the industry and the highest amongst the countries examined in this paper. The liquidity has been greater than in Austria but still not entirely sufficient. Moreover, it has been decreasing except of the last year. The asset utilization has had a positive growth trend. The trend of profitability evolution has not been clear. Tab. 13: Financial ratios of the German energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,110 0,058 0,106 0,177 0,550 0,795 1,490 1,367 0,671 2,038 3,038 2006 0,101 0,057 0,094 0,166 0,605 0,805 1,060 0,913 0,656 1,910 2,910 2007 0,118 0,075 0,124 0,206 0,604 0,797 1,097 0,962 0,638 1,764 2,764 2008 0,067 0,040 0,062 0,162 0,652 0,956 1,000 0,900 0,752 3,038 4,038 2009 0,132 0,082 0,134 0,290 0,608 0,854 1,159 1,024 0,719 2,556 3,556 ROE has declined in 2005 and 2007 and increased in 2006 and 2008. The decreases have been partially caused by the financial cost ratio and partially by ROS. In 2005, also the leverage played a minor role in the decrease. ROS has been the most important cause of the ROE increases in 2006 and 2008. Tab. 14: Changes of energy utilities ROE in Germany Year ΔROE Tax effect ratio impact Financial cost ratio impact Profit margin impact Asset turnover impact Leverage ratio impact 2006 -0,0085 0,0115 -0,0129 -0,0128 0,0102 -0,0046 2007 0,0165 0,0054 -0,0131 0,0301 -0,0003 -0,0056 2008 -0,0512 -0,0047 -0,0248 -0,0627 0,0069 0,0341 2009 0,0650 -0,0036 0,0128 0,0744 -0,0066 -0,0122 Switzerland The Swiss energy market is specific since only electricity distribution tariffs are regulated. Natural gas plays only a minor role in the Swiss energy industry. Around 75% of electric energy is imported from abroad. The transmission grid is operated by Swissgrid, whereas the most of electricity distribution is ensured by several large vertically integrated companies, called "Überlandwerke" (for instance, Alpiq, Axpo or CKW). However, there are hundreds of small DSOs operating in the country. It is important to note that the tariff regulator, ElCom, was founded only in 2007. 214 The profitability in terms of ROE and ROCE was increasing since 2005, peaked in 2007 an has been decreasing since then. Asset utilization has been decreasing since 2006, which, as we shall see, has been the major cause of the decline in ROE. The liquidity of Swiss energy utilities has been good. As in the case of other Western countries, the level of debt has been higher which has had a positive effect on ROE. Tab. 15: Financial ratios of the Swiss energy distribution sector ROE ROA ROS ROCE AT FAT CR QR DR DER LR 2005 0,131 0,068 0,097 0,158 0,697 1,091 1,626 1,577 0,572 1,337 2,337 2006 0,175 0,103 0,126 0,227 0,814 1,297 1,850 1,796 0,545 1,200 2,200 2007 0,185 0,098 0,118 0,208 0,827 1,317 1,795 1,746 0,530 1,128 2,128 2008 0,125 0,080 0,114 0,175 0,702 1,193 1,576 1,536 0,544 1,193 2,193 2009 0,100 0,062 0,131 0,139 0,473 0,766 1,486 1,452 0,553 1,239 2,239 The increase of ROE in 2005 was caused by an increase of the profit margin and the asset turnover. ROE also increased in 2006, but due to the financial cost ratio. The influence of other factorswas rather negative or negligible. Financial cost ratio and the asset turnover have been the major causes of a further decline in ROE in 2007. In 2008, ROE continued to decline as a consequence of the decline in the asset turnover. In order to prevent further decline in ROE, Swiss energy utilities should improve their asset management. Tab. 16: Changes of energy utilities ROE in Switzerland Year ΔROE Tax effect ratio impact Financial cost ratio impact Profit margin impact Asset turnover impact Leverage ratio impact 2006 0,0438 0,0021 -0,0128 0,0401 0,0236 -0,0092 2007 0,0100 -0,0011 0,0263 -0,0120 0,0027 -0,0059 2008 -0,0596 -0,0030 -0,0301 -0,0060 -0,0251 0,0046 2009 -0,0246 0,0055 -0,0039 0,0157 -0,0442 0,0023 Conclusion In this paper we examined financial indicators of the energy distribution industries in Central Europe and the changes in their profitability. Traditionally, energy utilities have had a relatively low asset turnover, which is compensated by a relatively high profit margin. A higher level of debt is acceptable since their financial risk is reduced by a stable income. The results of our analysis indicate that generally, debt is used to a lesser extent in Eastern countries of the region (Czech Republic, Slovakia, Poland and Hungary). Since debt is generally less costly than equity, the Western companies reduce the cost of their capital by increasing the proportion of debt. Eastern energy markets are also more concentrated than the Western ones. The Czech energy utilities should improve their asset management in order to raise the asset turnover which would have a positive influence on their profitability. They should also raise the proportion of liquid funds to reduce financial risk and improve short-term solvency. The Slovak firms have had high liquidity ratios which indicates a relatively low return on their liquid assets, which could have been used in a more economic way. The negative impact of declining asset turnover on ROE signalizes that asset utilization should be improved. The Hungarian companies are using more debt, which is positive, but their low liquidity increase the financial risk and thus their cost of equity. A declining profit margin had a negative effect on ROE, which means that Hungarian energy utilities should better manage their costs, as the regulated tariffs cannot be directly influenced. Hungarian utilites had a good performance in terms of the asset management. 215 The Polish utilities should raise their leverage and asset utilization since it has been decreasing. In terms of profitability and liquidity, the Polish energy distribution sector had a good performance. The growing profit margin had a positive effect on ROE. The Austrian companies had a higher level of debt, which has been decreasing and therefore reducing their ROE. Other factor (asset turnover and profit margin) also played an important role in the decreasing profitability of the firms. The liquidity of Austrian companies has been low. The German utilities had the highest leverage and an increasing asset management performance. Their liquidity could be improved by using more liquid assets. The Swiss companies have been doing well in terms of liquidity and leverage but their asset utilization has been an important cause of the declining ROE in the last two years. The analysis did not include all of the regulated companies since not all data was available. We did not deal with capital market analysis ratios since the companies are often not listed on stock exchanges. The monitoring of financial indicators is important for regulatory bodies in order to ensure a good quality of the service provided which is often essential and has a strategic importance for the national economy or security. Some financial indicators are also used in regulatory pricing formulas (for instance, the allowed rate-of-return value is influenced by the D/E ratio). Bibliography 1. KISLINGEROVÁ, E., HNILICA, J. Finanční analýza krok za krokem. Praha : C.H. Beck, 2005. 2. KAHN, A. The Economics of Regulation: Principles and Institutions. Cambridge, Mass.: MIT Press, 1988. 3. MACHEK, O., HNILICA, J. Metody regulace síťových odvětví. Ekonomika a management, 2010. Vol. 4, No 3. 9p. 4. SWIERCZEK, F. W. Measuring the Performance of Public Enterprises: An Example for Developing Countries. The Asian Journal of Public Administration, 1989. Vol. 11, No. 1. 25p. 5. KESSIDES, I. Hungary: “A Regulatory and Structural Review of Selected Infrastructure Sectors.“ World Bank Technical Paper no. 474. Washington DC, 2000. 6. HANEY, A., POLITT, M. “Efficiency Analysis of Energy Networks : An International Survey of Regulators.“ Energy Policy. Elsevier, vol. 37(12), pp. 5814-5830. 2009. 7. Czech Republic. Energetický regulační úřad. “Závěrečná zpráva ERÚ o metodice regulace III. regulační období.“ Prague: ERÚ, 2009. 8. Slovakia. Úrad pre reguláciu sieťových odvetví. “Výnos Úradu pre reguláciu sieťových odvetví z 10. júna 200 č. 4/2009.“ Bratislava: ÚRSO, 2009. 9. Hungary. Magyar Energía Hivatal. “Methodology for determination of approved operating costs by benchmarking.“ Budapest: MEH, 2009. 10. Switzerland. Verband Schweizerischer Elektrizitätsunternehmen. “Kostenrechnungsschema für Verteilnetzbetreiber der Schweiz. “ VSE, 2009. This paper was written with financial support from the Internal Grant Agency of the University of Economics in Prague, project No. F3/22/2011 "Regulation of energy utilites in Central Europe and the possibilities for improvement." THE IMPACTS OF NEW BANKING REGULATION ON CZECH BANKING SECTOR148 Ing. Zdeněk PAVLÍK University of Economics, Prague, Faculty of International Relations [email protected] Introduction This article attempts to map out the areas where the impact of individual regulation proposals could be significant or substantial on the Czech banking sector. The proposed measures of the new banking regulation try to strengthen the resilience of the banking sector in order to achieve long-term sustainable economic growth. The measures are proposed as a response to the financial and economic crisis and it can be said under time pressure, because it is not expected that a new crisis is coming soon. They are also proposed by various institutions and thus it could be relatively easy to comply with each of the indicators separately. The regulation change would affect not only individual indicators and their calibration, but also issues which are difficult to be quantified (ie, risk management, accounting regime, corporate governance), (Niedermayer, 2010). The article will try to explain that some of the proposed measures would have no strong impact on the Czech banks. Also the direct impact of most regulation measures on the Czech banking sector should not be too significant. In the first part of the article there would be analyzed the main features of the Czech banking sector. These features have a significant impact on the situation in the Czech banking sector in relation to the new banking regulation. The second part will focused on the main measures of the new banking regulation and its impacts on the Czech banking sector. 1. The main features of the Czech banking sector (CBS) 1.1. Last two decades of the CBS In order to assess the impact of the new world banking regulation on the Czech banking sector (CBS), it is necessary to describe its basic features in the context of its historical development. There were many fundamental changes to the CBS after 1990 (Bárta & Singer, 2010). At present, the CBS seems to be very sound and stable, which can be proved by its development in the financial crisis in the last three years. Also the fact that Czech banks are controlled by foreign financial institutions plays the key role for the general transformation and current stability of the CBS.149 It is possible to divide the presence of the foreign banks in the CBS into two stages, the first being the development since the beginning of the 90’s, when some of foreign banks began to operate in the Czech market in connection with liberalisation of the banking sector. This entry was mostly realised through establishing branches and subsidiaries (Černohlávková, 2004). The second stage came at the end of the 90’s, when it appeared obvious that inadequately dispersed and non-transparent ownership of Czech banks and connected ineffective state control began to be unsustainable for the CBS. The efficiency, competitiveness and finally profitability of Czech banks were relatively weak under the general macroeconomic view. These facts led to the need of seeking strong and strategic investors that could 148 This paper was prepared within the Research Project IGA “Řešení dopadů finanční a ekonomické krize na vývozce v ČR”, Nr. F2/19/2010. 149 More in: Nejedly, M.; Pavlik, Z. The Impact of Financial and Economic Crisis on Czech Exporters: Bank Transmission Channel. Porto 09.12.2010 – 11.12.2010. In: EIBA 2010. 36th EIBA Annual Conference. Porto: European International Business Academy, 2010, s. 1–23. 218 stabilise Czech banks and lead the CBS to sustainable growth.150 The share of these privatised big banks on the whole CBS is shown in Table 1.151 Table 1: Number of banks in the CBS according to the ownership Number of banks according to the ownership 31.12.2007 31.12.2008 All banks (to date) 37 37 Bank structure according to the ownership All 8 7 Banks with state Banks with participation 2 2 dominant Czech Banks with participation dominant Czech participation 6 5 All 29 30 in it banks with Banks with dominant foreign dominant foreign participation 15 14 participation Branches of foreign banks 14 16 31.12.2009 39 30.6.2010 40 7 8 2 2 5 32 6 32 14 14 18 18 Source: Czech National Bank (2010b). Nevertheless, the privatisation process of the CBS cannot be always considered as entirely successful. Some foreign financial institutions tried to make use of the gaps in the financial sector regulation, which was not strict enough and had no clearly determined competencies (Černohlávková, 2004).152 The Czech Republic incurred considerable costs to cover losses flowing from the malfunction of the CBS in order to reach soundness of Czech banks. The costs of this privatisation project are estimated to CZK 100 billion (Havel, 2004). The analysis of the Czech Ministry of finance provides information that the costs of this privatisation project were even CZK 370 billion (Ministry of finance, 2004). The privatisation of big Czech banks was almost finished in 2001 and the CBS could take the path of traditional universal banking using the experience of the foreign banks without any government interventions into bank decision-making process. Between 1999 and 2000 the Czech economy was slowly recovering from the recession, which influenced positively the development of the CBS in the following years (Jílek & Jílková, 1999). This development can be illustrated by sudden improvement in the non-performance credit development from approximately 23 % in 2003 to approximately 5 % of the total number of provided credits (Bárta & Singer, 2004). It was also important that the privatisation of Czech banks led to gradual improvement of the financial services rendered by commercial banks. They also extended their activities and increased the offered scope of products of good quality, for example the services related to financial derivates, syndicated loans, factoring and forfeiting, etc. The most important fact in the transformation and privatisation process was that the attitude to risk changed within the bank policy and within the bank regulation, which is one of the key determinants to the CBS. 150 In January 1998 the privatisation process started by the state selling 36 % of the shares in the Investiční a poštovní banka (Investment and Postal Bank) to Nomura International. This was followed by the sale of the majority of shares in Agrobanka to General Electric Capital Services in June 1998. In 1999 almost 66 % of shares in Československá obchodní banka a.s. were privatized and gained by today’s KBC. After that, in 2000 52 % of the shares in Česká spořitelna a.s. went to the Austrian Erste Bank and finally in 2001 the rest of the state shares in Komerční banka a.s. was sold to French Société Générale (Bárta & Singer, 2004). 151 In recent times the business strategy and financial policy of Czech banks are thus determined by the decisions that are taken within foreign parent banks. These decisions are subsequently implemented into the basic business strategy of domestic banks. The French bank Société Générale (owning Komerční banka a.s.), Austrian Erste Bank (owning Česká spořitelna a.s.), Belgian KBC (owning Československá obchodní banka, a.s.) and Italian UniCredit Group (owing UniCredit Bank Czech Republic a.s.) belong to the main foreign parent banks. 152 As an example we can mention Nomura International and the case of Investment and Postal Bank, which resulted in the arbitration with the Czech Republic and which was terminated for the time being in 2009. 219 1.2. The main characteristics of the CBS The fact that Czech banks are owned by international parent banks is, together with the historical experience of the CBS from the 90’s (Černohlávková, 2004; Bárta & Singer, 2004), crucial for the CBS having maintained stable and sustainable development. This development allowed its relatively moderate reaction to the existing global financial crisis and led to the direct impacts of the global financial crisis on Czech banks being practically negligible. The successful development of the CBS is determined by the following factors: (i) sufficient liquidity, (ii) sufficient volume of external sources in the form of clients’ deposits, (iii) negligible portion of foreign currency credits, i.e. credits provided in other currencies than Czech crowns, (iv) nearly zero portion of toxic assets in the balance sheets of Czech banks, and (v) stable capitalization and increasing profitability of the CBS (Singer, 2010). All features described are covered in the traditional conservative banking model.153 1.2.1. Sufficient liquidity, relative isolation and sufficient volume of sources The CBS disposed of sufficient liquidity before the outbreak of the global financial crisis as well as in the course of it. Czech banks have always had enough external sources in the form of clients’ deposits to finance their business activities. From this point of view, Czech enterprises, including the export enterprises, have not suffered from insufficient bank credit availability. The problem for Czech enterprises is the indirect impact of the financial crisis. Czech banks became much more prudent in their approach to risk in reaction to the following stage of crisis, the economic crisis. Apart from sufficient liquidity the relative isolation is a relevant feature of the CBS. Czech Republic has maintained its own currency and it has relatively low interest rates thanks to the stable and low inflation rate (measured by CPI). These facts do not compel Czech citizens or Czech firms to transfer their savings abroad. The CBS is thus relatively isolated from foreign banking sectors and has enough own sources to finance not only export activities. The relative isolation and sufficient liquidity in the CBS are confirmed by the development of clients’ deposits to provided credits. In 2008 the ratio of clients’ deposits to credits was the highest in the EU. Reports of the Czech National Bank and the European Central Bank regarding financial stability in the Czech Republic showed that this ratio reached in the Czech Republic almost 140 % in 2009. Only Belgium with the ratio almost 135 % and the Slovak Republic with the ratio almost 120 % were in comparable position. Other European Union countries were under the level of 100 % and the average ratio of clients’ deposits to provided credits in the whole European Union reached approximately 90 % (the Euro-zone refers the same ratio). 1.2.2. Negligible portion of foreign currency credits154 Negligible portion of foreign currency credits is closely connected with two key indicators, the first being the low gross external debt of Czech banks (in % of GDP), second being their net external position (in % of GDP) (CNB, 2010). The gross external debt of the CBS is one of the lowest in the European Union. At the end of the year 2008 this indicator reached the level of 10 % which is similar to Poland and Slovak Republic.155 The indicator of the net external position of the CBS was approximately +7 % of the Gross domestic product of the Czech Republic at the end of the year 2008. There are only two countries with 153 Many economists have named erosion of traditional conservative banking model as one of causes of the world financial crisis. Nevertheless, the CBS has been keeping this traditional banking model of its business activity which could be demonstrated by Figure 1 in section 1.2.4. (the development of credits and account receivables to non-financial clients and households) and by a very small share of classified loans. 154 In terms of liquidity mentioned in section 1.2.1., CBS is relatively separated from foreign countries with other currencies, especially euro. The fact that Czech banks did not provide foreign currency credits in a higher extent was an important factor characterizing the CBS in the times of crisis. This fact was i.a. influenced by the policy of parent banks towards domestic banks. Czech banks were not dependent upon proper function of derivate and other forward markets when securing their exchange rate risk. 155 For example in Germany and France this indicator is above 50 %, in Austria and Denmark above 100 % and in Belgium above 150 % and in United Kingdom this indicator is above 200 %. The average gross external debt in European Union moved around 100 %, which was approximately ten-times more than in the Czech Republic. 220 a positive level of this indicator (the Czech Republic and Slovenia) among Eastern European countries (CNB, 2010). 1.2.3. Minimal portion of toxic assets and stable capitalization and profitability A negligible portion of toxic assets was another relevant feature of the CBS. The portion of toxic assets in the total assets of big Czech banks amounts to less than 1 % (Singer, 2010), which evidences that the CBS is very sound and not burdened by the costs related to the re-evaluation of toxic assets in the balance sheets as it was common in numerous banks in the USA and Western Europe. It must be noted that the CBS did not need any financial injection. Finally, it is necessary to state that the CBS has been well capitalized and profitable. The conservative model has brought to Czech banks the advantages represented by relatively stable revenues from financial activities. They have been able to generate long-term stable revenues mainly through their business portfolios. They could also realize the net profit in difficult times when the costs of risk were increasing. The year 2009 was not an exception. As per the data of the Czech National Bank the capital adequacy of big Czech banks moved around 12.84 % at the end of the year 2009 and their profit reached approximately CZK 60 billion, which is just c. by 30 % higher value than in the year before.156 2. The impacts of the new banking regulation on the CBS 2.1. The new banking regulation The global financial and economic crisis brought about, inter alia, a new perspective on the current form of financial market regulation. For this reason, the Basel Committee on Banking Supervision (BCBS) has responded to the financial crisis. BCBS has drafted regulatory measures called “Basel III”, which should be directed to strengthening the resilience and reliability of the banking sector and a further significant decrease probability of financial crisis, and all in the interest of long-term sustainable economic growth (Lausmanova, 2010; Walter, 2011). Basel III is defined as “a comprehensive set of reform measures, developed by the BCBS, to strengthen the regulation, supervision and risk management of the banking sector and aim to: 1) improve the banking sector's ability to absorb shocks arising from financial and economic stress, whatever the source, 2) improve risk management and governance and 3) strengthen banks' transparency and disclosures“ (BIS, 2011). According to the BSBC analysis the implementation of Basel III after the financial and economic crisis is in place, because the benefits of a stronger financial market regulation should exeed its costs. Costs included in Basell III arising from stronger regulatory capital and liquidity requirements and also from more intense and intrusive supervision. On the other side the BSBC analysis has found the benefits to society. These benefits would be higher than the costs to individual institutions. According to the BSBC analysis focusing on long-term economic impacts is clear that capital and liquidity requirements could be increased while positive net economic benefits would remain (Walter, 2011). In relation to BCBS it is importatnt to mention that other world institutions are focused on new regulation rules and prepare specific legislative measures, interpretation of requirements and impact analysis. These institutions include: European Commission (EC), Financial Stability Board (FSB), Committee of European Banking Supervisors (CEBS), Institute of International Finance (IIF) or International Monetary Fund (IMF). 2.2. The main measures of the new banking regulation The main measures proposed at the European Commission (EC) are: a) the requirement for a higher quality of capital, particularly the emphasis on equity, which is able to absorb risk, b) improved coverage of risks, particularly market risk and counterparty risk, c) the leverage ratio – it is focused on prevention of excessive growth of balance and off-balance sheet transactions (independent on risk), 156 It must be added that the profit increases of Czech banks were influenced by a number of extraordinary transactions without which the profits would have stayed at 2008 level. 221 d) capital “pillows” (capital buffer) – creating of reserves in good times for crisis period, e) minimum standards for managing liquidity (both short and long term), f) improving banking supervision, corporate governance, risk management and the fields of publications and information, g) FSB: Addressing systemic risk – additional requirements for SIFIs (Important Systematic Financial Institutions), (Lausmanova, 2010). Focusing on more fundamental nature of the proposed regulatory measures, it is necessary to point out risks connected with the newly adopted regulation. According to the governor of the Czech National Bank from the point of view of the Czech economy the desired objectives of banking regulation is to ensure smooth and safe functioning of the financial system with the lowest cost. More closely it is following: developing financial markets, promoting the stability of the nation's financial system, minimize space for distortion of competition environment thanks to a regulatory arbitrage, minimize regulatory costs, promoting the competitiveness of the economy and simple rules (Singer, 2010b). To achieve the mentioned objectives of banking regulation it should be analyzed any risks that might be associated with its "galloping" implementation. Regulators should take into account the possible political pressure on the extensive expansion of new banking regulation as a reaction to crisis and they should not forget on quality of this regulation (Danhel, Duchackova, 2011). According to Basel III the measures of the new banking regulation could be divided into two categories: 1) a firm-specific, risk based framework (a strict definition of capital, enhanced risk coverage calibration of the new requirements from the point of view of capital ratio indicator and capital conservation) and 2) a system-wide, systemic risk-based framework (leverage ratio, countercyclical buffer, systemically important institutions: additional loss-absorbing capacity, systemically important markets and infrastructures, capture of systemic risk/tail events in stress testing and risk modelling and systemic oversight and pillar II), (Hannoun, 2010). The main measures of the new banking regulation according to the Basel III are focused on following fields: a) capital, b) liquidity and c) leverage ratio. Basis for Basel III is to strengthen the capital adequacy ratio (CAR). CAR could be defined as the ability to absorb risk which monitors the ratio: Capital / Risk. It has, however, affect on performance due to the risk or to the necessary capital (it means to be effective and meet the expectations of the owner), (Lausmanova, 2010). The aim of the regulatory proposals refers to CAR is to increase the share of capital quality and volume of capital to cover risk by the following way: increase the proportion of tier 1 as a part of regulatory capital (8% of risk-weighted exposures) from 2% of risk weighted exposures of a bank to 4.5% – gradually in 2015, create another tier 1 capital cushion against future stress on the development of capital markets in the amount of tier 1 2.5% from risk-weighted exposure – gradually in 2019, and target status in 2019: regulatory capital amounting to 10.5% from risk-weighted assets, of which: 7% core tier 1, 1.5% of other tier 1, 2% tier 2 (Singer, 2010b). Regarding liquidity the financial crisis has clearly shown that the rules of the liquidity management of banking institutions may be ineffective. Also in reaction to crisis the BSBC has prepared the Principles for Sound Liquidity Risk Management and Supervision. For effective supervision the BSBC has developed two basic criteria for assessing the liquidity of the financial institution. Depending on the length of the term are considered the following ratios (BIS, 2009): 1. Liquidity Coverage Ratio (LCR) – LCR is defined as the ratio of high-quality liquid assets, on which are no rights of third parties and net cash outflow in run 30 days. The ratio LCR is counted: Supply high quality liquid assets / Net cash outflows in 30 days > 100%. Achieving this condition should provide the resistance to a sudden crisis, which could include: significant deterioration in rating of the financial institution, partial loss of deposits, failures in the unsecured funding source, etc. Looking ahead, the practical application of LCR in the evaluation and simulation of crisis scenarios is based on the fundamental definition of quality liquid assets. 2. Net Stable Funding Ratio (NSFR) – NSFR is designed to assess the resilience of banking institutions to the crisis scenario, lasting for more than 1 year. To meet this ratio should encourage financial institutions to the sustainable model of financing the assets and business activities. Formally, NSFR is expressed as follows: Amount of available funding sources / the 222 required amount of the financing sources > 100%. The numerator means own equity and those liabilities that for financial institutions remain available for at least one year, even if the occurrence of crisis situation. These liabilities could be preferred shares with a maturity equal to or greater than 1 year or debt with a maturity 1 year and more, etc. If NSFR is greater than 1 (100%), the bank has adequate long-term stable funding for its assets and off-balance sheet exposures, and also the bank should withstand the problematic long-term time (BIS, 2009). Finally, regarding the leverage ratio, Basel III is focused on restrictions on leverage. In the period before the financial meltdown occurred, the financial institutions had maintained the excessive leverage. Increase in using an excessive degree of leverage began in the year 2003 and was mainly associated with investments in structured products. By contrast, shortly after the outbreak of crisis in the second half of 2007 a significant reduction in leverage occurred. In this context the introduction of additional criteria for leverage should be launch and their launching should prevent the pro-cyclical behaviour of financial institutions.157This tool should be a degree of leverage – leverage ratio (LR), (BIS, 2009). LR can be simply written as follows: Capital / Degree of leverage = Total exposure.158 With regard to the negotiations at the G20 it is currently under discussion to set the parameters of this indicator. In practice, LR should be implemented by the end of 2012 (BIS, 2009; Lausmanova, 2010). 2.3. Impacts of the new banking regulation on the CBS 2.4. 2.4.1. CAR – capital adequacy The CBS has had sufficient capital adequacy with high capital quality. The high profitability in recent years is directly reflected in the values of total capital (14.1%), and capital adequacy Tier 1 (12.7%, at the end of 2009). It was mainly realized through the strengthening of regulatory capital from retained earnings. In addition for the first time since 2002 it is clear that all banks remain a total capital ratio above 10%. It could be seen in Fig. 1. In the first months 2010 it appeared that although the share of profits paid in dividends form the year 2009 would again slightly increased, the regulatory capital in the form undistributed profits would significantly strengthen (CNB, 2010c). Fig. 1: Capital adequacy development of the CBS (2002 – 2010; in %) Note: left scale (red) – CAR and right scale (blue) – the share of banks with CAR below 10% of the sector's assets. Source: Data come from the Czech National Bank (2010c). In the year 2008 the total capital adequacy of the CBS was on the european average. The quality of regulatory capital measured by Tier 1 capital to total regulatory capital was the second highest value. It could be seen in Fig. 2. 157 Because, in good times there are excessive investments and loans, while in bad times banks significantly reduce their investments and lending activities. If it is took into account the fact that capital adequacy rules cannot limit the degree of leverage, at the Basel Committee, at the G20 and at other professional institutions are discussed proposals to introduce additional criteria to risk-weighted approach taken under the rules of Basel II capital adequacy. 158 As regards the definition of capital, as the European Commission proposes to include in the calculation of all items that contain regulatory core capital Tier 1 or Tier 1 capital as defined by Basel II. If the denominator of a fraction are considered off-balance sheet exposures and off-bank financial institutions in their value. The model thus considers only the gross exposure, ie. treatment does not reflect the risks from exposure through hedge instruments. 223 Fig. 2: The quality of the regulatory capital in the CBS – comparsion Source: Data come from the Czech National Bank (2010c). The question is the impact of international initiatives to improve capital. A high proportion of retained earnings in the regulatory capital is often source of debate about the "durability", because the shareholders may relatively easy drain this capital to the permitted level of regulatory limits for Tier 1 capital and possibly replace with the subordinace debt (Tier 2 capital). In comparison between EU countries in the Czech republic it could be found a relatively large space for such moving in regulatory capital. It is very interesting that existing international initiatives, which were mentioned above, want to have the regulatory capital composed from the highest quality components, but paradoxically, it may likely increase these exchanges in capital. Internationally active banking groups, to which the Czech banks are connected, could be far more touched to optimizme capital equipment not only on a consolidated basis, but also for individual subsidiary. Countries where the financial subsidiaries of globaly operating financial institutions have a relatively higher capital quality, like Czech republic, could serve as a resource to strengthen the capital of the group in other countries, subject to regulatory limits (CNB, 2010c). 2.4.2. LCR and NSFR – liquidity Introduction of two new minimum liquidity standards, which was mentioned above, is being prepared in order to reduce liquidity risk: LCR and NSFR. Liquidity cushion in the form of highly liquid assets (government bonds, cash, balances with central banks and debt from banks on demand) expressed as a percentage of assets and deposits clients after a temporary decline in 2008 began to increase slightly once again. It could be seen in Fig. 3. Fig. 3: The liquidity situation in the CBS Note: Blue colour shows the share of high liquidy assets on total assets of the Czech Real-estate financial institutions and red colour shows the share of high liquidy assets on total assets of Czech banks. Source: Data come from the Czech National Bank (2010c). The main source of financing of assets are deposits of clients with 67% share on total assets at the end of the year 2009. They provide sufficient liquidity and also the CBS and its business model could 224 be consider safe and stable. The CBS has a surplus of deposits coming from clients, which now exceed loans for more than 30% (CNB, 2010c). It could be seen in Fig. 4. Fig. 4: The ratio of deposits to loans in selected EU countries Source: Data come from the Czech National Bank (2010c). Also estimated fututre impacts of the new banking regulation on the CBS in the field of liquidity are folowing: because of the prudent approach in the area of liquidity management of banks and to the systemic surplus in the CBS (the Czech national bank repo operations amounting to CZK 380 billion), the impacts of the LCR on the CBS are likely to be insignificant. Regarding the NSFR, it could be more difficult to meet it, because all Czech banks are operating with shorter funding maturities when compared to the assets and moreover further extension of maturities can be expected (another issuance of government bonds, expansion of mortgage loans), (Niedermayer, 2010). And finally it is important to mention the risks refer to the potencial impacts of the new banking regulation on CBS: lending restriction and shorter lending period (funds used to meet the liquidity indicators cannot be used for lending purposes); another factor displacing longer-term loans from the economy could be increasing offer of government bonds, because they would be also classified according to maturity; lower returns coming from liquid assets and so it is expected reduction in profits; increased demand for stable (term) deposits will not only increase their costs, but also reduce their stability (spillover according to the current level of interest); reduction of the extent of maturity transformation by the banks (Niedermayer, 2010). 2.4.3. LR – leverage ratio Introduction of supplementary indicator LR, which was mentioned above, is being prepared in order to monitor banks in relation to the existing Basel II risk-based framework. Its main aim is to constrain the excessive growth of the balance sheet and off-balance sheet items. The LR would constrain balance sheet assets and off-balance sheet items in relation to capital (equity or Tier 1 capital), regardless of their risk weighting. Also estimated fututre impacts of the new banking regulation on the CBS in the field of leverage ratio are folowing: there should be no significant reduction of the complex bank activities, because of the high level of capitalization. But there could be more significant impacts on specialized banks focused on retail business like building societies or mortgage banks), whose exposures maintain a lower risk weight and thus the impact of a simple leverage ratio would be greater (Niedermayer, 2010). From the point of view of potential impacts, it is similar as in the point regarding the capital adequacy. But also, the LR is de-motivating in terms of risk management techniques enhancement and the LR is not neutral in relation to variol business models used by banks due to the high level of capitalization, due to the high level of capitalization (Niedermayer, 2010). 225 Conclusion CBS is relatively sound, because it works on the principle of the traditional conservative model of banking. This model of banking profile began at the turn of the millennium and is thus based primarily on historical experience of the nineties and on the transformation process, whereby the Czech banks are subsidiaries of large international financial groups. The fact that Czech banks are owned by international parent banks is, together with the historical experience of the CBS, crucial for the CBS having maintained stable and sustainable development. This development allowed its relatively moderate reaction to the existing global financial crisis and led to the direct impacts of the global financial crisis on Czech banks being practically negligible. The successful development of the CBS is determined by the following factors, which are covered in the traditional conservative banking model: sufficient liquidity, sufficient volume of external sources in the form of clients’ deposits, negligible portion of foreign currency credits, i.e. credits provided in other currencies than Czech crowns, nearly zero portion of toxic assets in the balance sheets of Czech banks, and stable capitalization and increasing profitability. The global financial and economic crisis brought about, inter alia, a new perspective on the current form of financial market regulation. For this reason, the Basel Committee on Banking Supervision has responded to the financial crisis so, that has drafted regulatory measures Basel III, which should be directed to strengthening the resilience and reliability of the banking sector and a further significant decrease probability of financial crisis, and all in the interest of long-term sustainable economic growth. Instead of the Basel Committee on Banking Supervision other world institutions are focused on new regulation rules and prepare specific legislative measures, interpretation of requirements and impact analysis. The main measures proposed at the European Commission are: the requirement for a higher quality of capital, particularly the emphasis on equity, which is able to absorb risk, improved coverage of risks, particularly market risk and counterparty risk, the leverage ratio – it is focused on prevention of excessive growth of balance and off-balance sheet transactions (independent on risk), capital “pillows” (capital buffer) – creating of reserves in good times for crisis period, minimum standards for managing liquidity (both short and long term), improving banking supervision, corporate governance, risk management and the fields of publications and information, FSB: Addressing systemic risk – additional requirements for SIFIs (Important Systematic Financial Institutions). The main measures of the new banking regulation according to the Basel III refer to: capital, liquidity and leverage ratio. Capital adequacy would be expressed as ratio: improved capital / better estimate of risk > 10.5% and changes in calculation of the capital asset ratio would lead to higher sustainability. These changes are: simplification of the capital structure, strengthening of core capital, adjustments in deductions of equity interests and significant equity investments in financial institutions, safety cushion to 2.5% (gradually, between 2016-2019) and countercyclical pillow. Estimated impacts of the new banking regulation in the Czech Republic from the point of view of capital are based on the conservative approach in relation to the capital; it still does not allow inclusion of hybrid instruments in Tier 1. Also there would be probably no impact at all. Most of the regulatory capital of the Czech banks consists of equity. However, there are also Czech banks which are currently just above the 10% capital adequacy limit. But a different situation may arise in case of parent banks, which could resolve their lack of capital and also could influence their behaviour towards their Czech subsidiaries (Niedermayer, 2010). Concerning liquidity the financial crisis has clearly shown that the rules of the liquidity management may be ineffective. Also for effective supervision the Principles for Sound Liquidity Risk Management and Supervision were prepared. In this framework two basic criteria for assessing the liquidity of the financial institution were constructed: LCR – liquidity coverage ratio (short term) and NSFR – net stable funding ratio (long term). In the CBS there is maintained a favorable loan to deposit ratio (<1) compared to the EU (> 1). The problematic could be NSFR, because of financing for overnight deposits and issuing bonds with shorter maturities. The need to hold liquid assets may lead to restrictions on lending and reduction in income due to lower yield of liquid assets and the need for expensive long-term deposits. 226 Finally, regarding the indicator LR, which main aim is to constrain the excessive growth of the balance sheet and off-balance sheet items, the estimated future impacts of the new banking regulation on the CBS in the field of leverage ratio could be: no significant reduction of the complex bank activities, because of the high level of capitalization, but there could be more significant impacts on specialized banks focused on retail business like building societies or mortgage banks), whose exposures maintain a lower risk weight and thus the impact of a simple leverage ratio would be greater. From the point of view of potential impacts, it is similar as in the point regarding the capital adequacy. But also, the LR is de-motivating in terms of risk management techniques enhancement and the LR is not neutral in relation to various business models used by banks due to due to the high level of capitalization. 227 References 1. Bárta, V., & Singer, M. (2004). The banking sector after 15 years of restructuring: Czech experience and lessons, BIS papers, 2004, Issue 28, pp. 203-212. Retrieved from: http://www.bis.org/publ/bppdf/bispap28k.pdf. 2. BIS (2009): International framework for liquidity risk measurement, standards and monitoring. Bank for International Settlements, Basel, 2009. Retrived from: http://www.bis.org/publ/bcbs165.htm. 3. BIS (2011). International regulatory framework for banks (Basel III). Bank for international settlements, 2011. Retrieved from: http://www.bis.org/bcbs/basel3.htm. 4. Černohlávková, E. (2004). Finanční aspekty konkurenceschopnosti českých podniků na zahraničních trzích, University of Economics in Prague, Prague, 2004. 5. Czech National Bank (2010). 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Basel III: Stronger Banks and a More Resilient Financial System. Conference on Basel III, Financial Stability Institute. Basel, 6 April 2011. Retrieved from: http://www.bis.org/speeches/sp110406.pdf. 25. Weill, L. (2003). Banking efficiency in transition economies: the role of foreign ownership. Economics of Transition, 11, 569-592. 229 CENTRAL AMERICA AND THE CARIBBEAN - INFLUENCE OF THIRD COUNTRIES, EUROAREA IN THE CARIBBEAN, POSSIBILITIES FOR CZECH ENTREPRENEURS Pavel STIEGLER, University of Economics, Prague Ministry of Foreign Affairs of the Czech Republic Bilateral Economic Relations and Export Promotion Department Email: [email protected], 1.5.2011 Abstract: This paper is focused on the description of the Euro-Caribbean relationship. It briefly analyses the possibilities for Czech traders and offers an idea regarding the existence of European Territory in the Caribbean (DOM-TOM). This paper is focused on the Caribbean organization and other regional initiatives. It points out the influence of USA, Canada, China, Japan, Venezuela in Central America and the Caribbean. Keywords: CARICOM, CARIFORUM, CSME, CRNM, OECS, UWI, ACS, Rio Group, G3, CACM, DR-CAFTA, CBI, CBERA, CBTPA, CARIBCAN, CIDA, DOMs-TOMs, The Socialism of the 21.century ALBA, Petrocaribe. 1. Introduction The Caribbean region is caracterized by the presence of several cultures. It is composed of a great number of small island states that have monoculture economy (sugar cane, coffee), they face the regular attacks of natural disasters (hurricanes, tropical storms, earthquakes (Haiti-2010)). It is a region of historical impact of world powers (Spain, France, United Kingdom,USA). Some of those small islands states got its indepedence relatively recently. According to the EU model, that countries formed the CARICOM (15 countries of the Caribbean Basin). Number of the CARICOM members are part of the OECS (Organization of Eastern Caribbean States) and have common currency (Eastern Caribbean Dollar - ECD). CARICOM tries to upgrade and finish the integration by forming the CSME (CARICOM Single Market and Economy). EU reached to sign with ACP countires the EPA159 agreements (October-November 2008). The EPAs should improve the access of Caribbean goods to EU market. EU also signed the Asociation Agreement with Central America. The Central America and the Dominican Republic formed a Free Trade Agreement with USA. 159 Consulted with Aude Maio Coliche - Delegation of European Commission, Caracas: <http://www.delven.ec.europa.eu/es/Index.htm> 230 This table show the variety of the Caribbean islands states. Table n.1: The division of the Caribbean according to the used language: Country Language Independent states Country Language Saint Kitts and Nevis English Antigua and Barbuda English Saint Lucia English The Bahamas English Saitn Vincent and the Grenadines English Barbados English Trinidad and Tobago English Dominica English Dominican Republic Spanish Continental states: Grenada English Belize English Haiti French Guyana English Jamaica English Suriname Dutch Cuba Spanish Source: Diplomacia, Julio-Septiembre, 2000, Santiago de Chile, ISSN 0716193X The Greater Caribbean In the seventies of the 20th century two publications were written regarding the definitions of the Caribbean space. Author of the first publication is Eric Williams160 (former Prime Minister of Trinidad and Tobago). He considered the Caribbean as region of islands states where is used as language Spanish, English, French, Dutch. This definition included also the three Guyanas161 and Belize. The second work was written by Juan Bosch162 (former President of the Dominican Republic) who defined the Caribbean region as region of Antilles, the chain of islands from Mexican Yucatan to Venezuelan shores. It included also Columbia, Panama, Costa Rica, Nicaragua, Honduras, Guatemala, Belize and all the islands of that region. This thoughts contributed the the definition of Greater Caribbean. This was institutionally accepted in the 1994 and got the name of ACS (Association of the Caribbean States). This „Bosch“ Caribbean is represented generally by Spanish more than by English speaking people (ratio 4:1), but also by French (Haiti). The English speaking inhabitans in the Caribbean represent only 3% of the population, but in the organization as CARICOM or CARIFORUM form a dominant group and occupy more than a half of delegations in ACS. The Region of Latin America and the Caribbean (LAC) historically has strong ties to EU countries, mainly Spain, Portugal, Italy, France, United Kingdom. With the entrance of the Czech Republic to EU (2004) appeared new opportunities for the promotion of the economic cooperation between the LAC and the Czech Republic. 2. Euro-Caribbean relationship: The EU and LAC have strong historical ties, based on a common culture. Those two regions cooperate on all levels: regional and subregional (Central America, Andean Community, MERCOSUR) and also on a bilateral basis. The EU is for the Latin American (LA) countries the major investor in LA and second in importance in trade with LA. The LAC163 region represents only 10% of the world population, but create only 3% of the world GDP. The EU export to LA represents 5% of total EU exports 164. The import from LA to EU is also 5% of EU total import. For LA countries the LA export to EU is 15% of LA total export. EU imports from LA mainly agricultural products (30% of the import). EU export mainly to Brasil and Mexico, Chile, Argentina. EU is the biggest investor in LA. 160 http://en.wikipedia.org/wiki/Eric_Williams British Guyana- Guyana; Netherlands Guyana – Suriname; French Guyana – French Guiana 162 http://en.wikipedia.org/wiki/Juan_Emilio_Bosch_Gavi%C3%B1o 163 LAC=Latin America and the Caribbean 164 http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home 161 231 The EU FDI in LA is focused on Mexico, Brasil, Chile, Columbia. Biggest EU investors in LA are: Spain, United Kingdom, Netherlands, France, Germany, Portugal. The EU has several financial instruments for the external cooperation. EU uses them to help the developing countries. The EU budget finances all of them, but the EDF (European Development Fund ) is financed separately by the member states. The European financial instruments, mainly the EDF, help to create a sound investment climate which is vital for improving the economic performance of developing countries. The Caribbean in order to increase the investment should: open their economies to international markets, make their domestic markets larger and more advanced (regional integration), promote political stability (confidence among investors), improve macroeconomic policies. 165 The budgetary instruments: a/ ENPI – European Neighbourhood and Partnerhip Instrument,b/IPA – Instrument for Pre Accession Assistance,c/DCI – Development Cooperation Instrument,d/EIDHR – European Instrument for Democracy and Human Rights,e/IfS – Instrument for Stability,f/NSCI – Nuclear Safety Cooperation Instrument,g/ ICI – Instrument for Cooperation with Industrialized Countries. The Caribbean countries can be divided into dependent and independent: 1/ Dependent Caribbean States: They are part of the territory of: France, Netherlands, United Kingdom and USA. In English are called OCT (Overseas Countries and Territories) or in French DOM166 - TOM167. 2/ Independent Caribbean States: in order to make a better connections, imcrease their chances in the world globalized economy the independent small islands states formed: CARICOM, CSME, CARIFORUM, OECS. All ther dependent territories in the Caribbean (except for American Portorico and US Virgin Islands) form so called Euro Area in the Caribbean. They are located in the Caribbean, but they are a part of European countries (France, United Kingdom, Netherlands). Table n.2: Country Dependent Caribbean States Language France Country Language Velká Británie French Guiana French Anguilla English Guadeloupe French British Virgin Islands English Martinique French Caimanské islands English Montserrat English Turks and Caicos Islands English Netherlands USA Aruba Dutch US Virgin Islands English Netherlands Antilles Dutch Portoriko English Zdroj: Diplomacia, Julio-Septiembre, 2000, Santiago de Chile, ISSN 0716193X CARICOM enjoyed positive balance of trade with the French DOMs in the period 2002-2006. The surplus had a 65% increase.It is interesting to realise, that 90% of all the CARICOM exports to French DOMs are from Trinidad168 and Tobago. So author suggest that for the purposes of the analisis most scientific effort should focused on the Trinidad and Tobago and MDC (Most Developed Countries) of 165 FDI = Foreign Direct Investment DOM - Département d’outre-mer 167 TOM - Territoire d'outre-mer 168 Consulted with H.E. Krishna Narinesingh, Honorary Consul to the Czech Republic, Trinidad and Tobago 166 232 the CARICOM (Barbados, Guyana, Jamaica, Suriname, Trinidad and Tobago). Imports from French DOMs increased by 72% in the period 2003-2006. Dominant CARICOM importers from the French DOMs are Saint Lucia and Dominica, both countries of the organization OECS and CARICOM. The main initiatives that have an influence on the region Latin America and the Caribbean (LAC): Author briefly approximates the main regional institutions and organizations in order to make a comprehensive summary of the connections and linkages that exist among the Central American and Caribbean (CAC) nations and partly also links to some European countries. This short analysis could contribute to the future thinking concerning the promotion of Czech Trade to the CAC nations through their common policies in organizations (CSME, DR-CAFTA) or using the European territory DOMTOM. 2.1. The Caribbean Initiatives: The Caribeban community was inspired by the development of the Evuopean Community (European Union). The CARICOM is formed by 15 countries. From that sum 13 countries speak English, (12 are independent and dependent Montserrat), Suriname (Dutch), Haiti (French). The secretariat is located in Guyana. Founded in 1973 by the Treaty of Chaguaramas (signed on Trinidad and Tobago). • CARIFTA: The creation of the CARICOM was started by the CARIFTA (in 1965) (Caribbean Free Trade Association). Members of CARIFTA were: Antigua and Barbuda and Guyana. Other countries Trinidad and Tobago, Jamaica and all the Small Antilles Islands) entered later (1968; 1971- Belize). The CARIFTA sercetariat was in Guyana (It was then used as a base for the CARICOM secretariat). In October 1969 was founded the CDB (Caribbean Development Bank) settled in Bridgetown, Barbados. • CARICOM169: The VIII. Conference of CARIFTA (1973) took the decision to create the future Caribbean Community (CARICOM). The Agreement of Chaguaramas (1.8.1973). Founding members: Barbados, Trinidad and Tobago, Guyana and Jamaica. The main issues to be solved by the CARICOM are: reconstruction of regional institutions, cooperation with USA (CBI), Canada (CARIBCAN), Venezuela (bilateral agreement and the Petrocaribe initiative). Members of the CARICOM are: Antigua and Barbuda (4 July 1974 ), Bahamas (4 July 1983), Barbados (1 August 1973), Belize (1 May 1974), Dominica (1 May 1974), Grenada (1 May 1974), Guyana (1 August 1973), Haiti (2 July 2002), Jamaica (1 August 1973), Montserrat (1 May 1974 British OCT Territory), Saint Kitts and Nevis (26 July 1974), Saint Lucia (1 May 1974 ), Saint Vincent and the Grenadines (1 May 1974), Suriname (4 July 1995), Trinidad a Tobago (1 August 1973). • CARIFORUM CARIFORUM is a regional forum that serves for political negotiations. CARIFORUM is formed by all the CARICOM countries and the Dominican Republic. The observers are Cuba and Haiti. This forum connects the English speaking Caribbean countries with the Spanish oriented caribbean nations. The Dominican Republic has through the agreement DR-CAFTA a direct link to the Central American Countries and the USA. In this regard is interesting to analyse the position of the Dominican republic. This Caribbean Island country is very active and has become a member of DR-CAFTA as well as of CARIFORUM. Thanks to the membership in the CARIFORUM has a linkage to EU. The Dominican Republic thus represents the bridge among the Caribbean, the Central America, EU and USA. • 169 CSME: www.caricom.org 233 CSME is a CARICOM project. Its objective is to create a CARICOM Single Market and Economy. The decision to create such a market and union happened in May of the zdar 1992 on Barbados. The main lesson of this initiative is the endeavour to reach bigger engagement of the CARICOM into the international trade, the global economy, and to acquire the posiibilities of the competition advantage, improve the efficiency, education, transfer of technologies, know-how. The Caribbean Single Market already exists, operates. To reach the common internal market the national legislation must be harmonized, create the common custom tariffs, prepare common procedures. These proceses are influenced by players like WTO, IMF, EU and their multilateral agreements on teade, cystom tariffs, effort to liberalize the international trade. Nevertheless, the recent EPA agreements between the EU and the ACP countries cover also the CSME issue. The CSME has as a main objective to introdukce a common currency and mutual convertibility. • CRNM The Caribbean Regional Negotiationg Machinery was created in the year 1997. Its goal is to coordinate and reinforce the role and positron of the CARICOM in the region and in the international negotiations. The main purpose of the CRNM was: creation of FTAA (sofar not done); relationship ACP and EU (now EPA agreements); multilateral negotiations within WTO. The CRNM170 has a seat on Barbados and in the Dominican Republic. CRNM is aktive in the field of: a/ CRNM – WTO; b) CRNM – EPA 171; c/ CRNM – CANADA; d/ CRNM – bilateral agreements of the CARICOM. The CRNM members: Antigua and Barbuda, The Bahamas, Barbados, Belize, Cuba, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, Saitn Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago. • OECS Some of the CARICOM member states are also member of the Organization OECS (Organization of the Eastern Caribbean States). It is a CARICOM subset. The quarters of the organization is on Antigua and Barbuda.The economies of the OECS member states are highly dependent on: tourism, banana and sugar industry. These are the comodities in Langer due to the preferential access to the EU markets. These area is covered by the Cotonou Agreements and the recent EPA Agreements. OECS has its own Central Bank and common currency, the Eastern Caribbean Dollar-ECD (1USD=2,7ECD). Members of the OECS172: Antigua and Barbuda, Dominica, Grenada, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Montserrat. The associate members of the CARICOM: CDB173 The Caribbean Development Bank is a financial institution that assists and helps to the member states financing economic and social programs. It was founded on 18. 10. 1969 in Jamaica. The seat of the bank is located on Barbados. Members of the CDB: Anguilla, Antigua and Barbuda, Bahamas, Barbados, Belize, British Virgin Islands, Cayman Islands, Dominica, Grenada, Guyana, Haiti, Jamaica, Montserrat, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Trinidad and Tobago, Turks and Caicos Islands. Regional membership: Mexico, Venezuela. Outside the region members are: Brasil (15.12. 2010), Canada, Chna, Germany, Italy, United Kingdom. University UWI: 170 171 http://www.crnm.org/ http://www.crnm.org/index.php?option=com_content&view=article&id=276&Itemid=76 http://en.wikipedia.org/wiki/Organisation_of_Eastern_Caribbean_States 173 www.caribank.org 172 234 University of West Indies has 4 Campuses that cover the Caribbean: Cave Hill (Barbados), Mona (Jamajca) and St. Augustine (Trinidad and Tobago) and so called Open Campus. The UWI has currently 39000 of students. In UWI studied 8 regional Prime Ministers (for example: G. M. Richards – president of Trinidad and Tobago, K. O. Hall-former Governor of Jamaica, K. Anthony-former PM of Saint Lucia). 2.2. Regional Initiatives: • ACS: The Association of Caribbean States is a very important organization in the Region of Latin America. It concerns the Bosch definition of the Greater Caribbean, the Region of the Central America. The relationship among the Caribbean states and the Central America (CARICOM, OECS, ACS): Source: http://en.wikipedia.org/wiki/Association_of_Caribbean_States Organization ACS was created in order to promote the cooperation and relationship among the Caribbean states. ACS is composed of 25 countries and has 4 associated members. The creation of the ACS occured on 24.7.1994 in Columbia. The secretariat is on Trinidad and Tobago. The member states of ACS:Antigua and Barbuda, Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Columbia, Costa Rica, Cuba, Mexico, Nicaragua, Panama, Salvador, Saint Kitts and Nevis, , Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, Venezuela. Associated members: Aruba, Curazao, San Maarten – French part, Turks and Caicos Islands. Observers: Argentina, Brasil, Canada, Chile, Ecuador, Egypt, Finland, India, Italy, Netherlands, South Corea, Peru, Russia, Spain, Turkey, Ukrain, United Kingdom. The Observer Status in ACS also have other organizations: CARICOM (Caribbean Community), CTO (Caribbean Tourism Organization), SICA (Central American Integration System), SIECA (General Agreement on Central American Economic Integration), SELA (Latin American Economic System), ECLAC (United Nations Economic Commission for Latin America and the Caribbean). • The Group of 3 (G3): Membership in G3174: Mexico (also member of NAFTA – link to USA and Canada), Venezuela and Columbia. G3 was created in 1993. The members of G3 signed an agreement concerning the cooperation with the CARICOM. G3 signed agreement on the fight against drugs trafficking and 174 http://en.wikipedia.org/wiki/G3_Free_Trade_Agreement 235 protection of the environment with Suriname. The Group G3 works on the principle of Free Trade Agreement among Columbia, Mexico and Venezuela. The G3 covers investment, services, government expenditures, regulation for the fight against corruption, protection of intelectual properte rights. In 2006 Venezuela announced intention to leave the G3 as well as the Andean Community. Mexico suggested to find a replacement for Venezuela and recommended Panama, Ecuador or Peru. • Rio Group This group is a forum for political consultations of the LA coutries. It was created in 1986 (6 countries). Currently it has 23 members. Members are LA countries and also Jamaica, Dominican Republic, Belize, Guyana, Haiti, Cuba (year 2008). It doesn´t have any permanent secretariat nor the seat. The leadreship of the Rio Group is only temporal and rotatory. The Rio Group was the only intrument for the political negotiations on high level between the EU and LAC till 1999 when was initiated the cooperation on the level of Summits. The CARICOM has an observer status in the Rio Group. The EU and Rio Group meet on the ministerial level every 2 years. Timing of the meeting is scheduled in order not to interfere with the Regional EU-LAC Summits (last happened in Madrid, May 2010). In 2009 the Rio Group Summit took place in Prague (14.5.2009). 2.3. Central American Initiatives: • Agreement DR – CAFTA: The Free Trade Agreement among the USA, Central American states and the Dominican Republic. (Dominican Republic – Central America Free Trade Agreement). Originally this agreement was formed as an agreement between USA and Central America (Costa Rica, Salvador, Guatemala, Honduras, Nicaragua). In the Year 2004 the Dominican Republic entered the negotiations. In the USA the agreement was signed by G. W. Bush on 2.8.2005. In most of the signatory countries the DRCAFTA agreement entered into force at the beginning of the 2006. Countries Dominican Republic (1.3.2007), Costa Rica (1.1.2009), El Salvador (1.3.2006), Guatemala (1.7.2006), Nicaragua (1.1.2006), Honduras (1.1.2006) also ratified that agreement. The goal of the DR-CAFTA is to create a Free Trade Zone like NAFTA did. The DR-CAFTA is considered as a pillar for a future FTAA. Countries of the DR-CAFTA represent form the US point of view second largest market in the LA region The every year turnover is about 32 billions USD. (Canada currently negotiates regarding such an agreement with Central American countries. Canada – Central American Free Trade Agreement.) • CACM: The Central American Common Market is a trade organization. Was founded in 1960 with the agreement among Guatemala, Honduras, Nicaragua, El Salvador. The Secretariat was initiated on 1961 for the purposes of the Central American economic integration (Costa Rica entered in 1963). Panama has in CACM the observer status. The war between El Salvador and the Honduras (1969) caused that the CACM was stopped. It was renewed in the last decade of the twentieth century. Nowadays its importance is relative due to the fact that exists DR-CAFTA. The CACM contributed to the creation of the Central American Integration System. 3. The Influcence of third countries in the Caribbean and Central America: Author analyse the influence of some countries in the first decade of the new millenium in the region of the Caribbean and Central America. It is briefly analyzed: USA, Canada, China, Japan, Venezuela and EU member states. Changes in the region is necessary to consider objectively and bear in mind local conditions and also the fact that the developing countries of the region of Central and Latin America have a different level of natural development that do have European countries. That doesn´t lower the value of the description concerning that region. The region of the Caribbean and Central America is necessary to understand in wider circumstances (Hugo Chávez, Raúl Castro, the Honduras crisis (2009) and its influence on the region, ALBA, DR-CAFTA and the Association Agreement EUCentral America). 236 3.1. THE INFLUENCE OF THE USA: USA reinforces its influence through CBI (Caribbean Basin Initiative), that makes it possible the preferential access for some goods to the US market. The influence of the USA in the LAC and CAC is overwhelming and seen everywhere. USA are rooted in the region historically and was arranged in the western hemisphere by the Monroe doctrine. LAC and CAC is the zone of interest of the USA. There is also strategically very important Canal of Panama, many islands where USA had or have militar bases, and also the American dependend territories (US Virgin Islands, Portorico). The Central American countries have an increasing level of interest regarding the supply of American goods and services and also as producers of goods. In that regard is very important the existence of the DR-CAFTA agreement. The US economic presence in the Caribbean is based and focused on the CBI (Caribbean Basin Initiative). For USA the most interesting are the islands of CARICOM. The connection and linkage is based also on the geographic proximity to the USA. Other important factor is same language (most of the CARICOM countries use English) what makes those countries very attractive and natural partner for the US, the development of business activities and mutual trade. The most important US trade partners in the Caribbean: Trinidad and Tobago (import of liquified gas to US) and Barbados, Jamajka or Haiti. From the Central American most important is Mexico, mainly due to the NAFTA agreement. Agreements DR- CAFTA, NAFTA, Free Trade Agreement with Columbia, Panama (Signed 28.6.2007 -not yet in force) make possible the duty-free import of US goods to those countries. That makes the US goods cheaper and is a very competitive artikle for other products, goods from the rest of the world, including Czech Republic. The main US instruments in the region that have increase the US influence: DR-CAFTA, CBI, Trade Act (r. 2002), CBTPA, CBERA. The presence of such an US treaties has also educational importance and serve as a protection of US market. If the beneficiary countries of the CBI, CBERA, CBTPA become a communist country or nationalizes the US property, or don´t protect the intellectual property rights, the US president can exlude that country from the US initiatives. Initiatives of USA in the CAC175 region: • CAFTA-DR - see before • CBI: Caribbean Basin Initiative is a trade preferential US programme for Central America and the Caribbean. The CBI made possible to Caribbean countries and some of the dependent territories to diversify their economies and exports and thus had contributed to their economic development. USA imported from that countries goods for 19,6 billions of USD (2008). The CBI helps also to the US exporters. In 2008 USA exported to that region goods for 25,1 billions USD what represents 14. position of US exports (it is a Better trade export position than with US have Australia, Switzerland, Hong-Kong). CBI is main factor of the economic cooperation of USA with Central America and the Caribbean. It was created by the a CBERA Act (1983) and amended by CBTPA Act (2000). CBI offers to 18 coutries the duty-free export to US. The CBI beneficiaries: From 1. January 1984: Antigua and Barbuda, Barbados, Belize, British Viržin Islands, Costa Rica, Dominica, Dominican Republic, El Salvador, Grenada, Guatemala, Haiti, Honduras, Jamaica, Montserrat, Netherlands Antilles, Panama, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Trinidad and Tobago. Other beneficiaries: Bahamas (14.3.1985), Aruba (11.4.1986), Guyana (24.11.1988), Nikaragua (13.11.1990). Future possible countries for the CBI initiative: Anguilla, Caiman islands, Suriname, Turks and Caicos Islands. • Trade Act (2002): The CBI initiative was amended in 2002 by Trade act which increased limits for apparel and T Shirts from the Caribbean. 175 Central American and Caribbean 237 • CBTPA: Caribbean Basin Trade Partnership Act improves the protection of the internationally recognized rights of the workforce, intellectual properte rights, WTO, FTAA negotiations (the project was stopped). Tha Act CBTPA (2000) reinforces the CBI. CBTPA defines the importance of the apparel in the exports to USA, allows duty free import (without limit, quota free) for the apparel from CBI countries made of the American wool, apparel from the regional factories. The tariffs under CBTPA are similar to those that have got to fulfill Mexican goods to US and Canada under NAFTA. Those are mainly: shoes, petrol products, suitcases, leather. Members CBTPA (1.10.2000-30.9.2010): Barbados, Belize, Guyana, Haiti, Jamaica, Panama, Saint Lucia, Trinidad and Tobago. • CBERA: Caribbean Basin Economic Recovery Act allows the president of the USA to arrange unilateral duty free import for some goods under CBI from CBI countries. Members CBERA (2000)-Total 18 countries: Antigua and Barbuda, Aruba, Bahamsa, Barbados, Belize, British Virgin Islands, Dominica, Grenada, Guyana, Haiti, Jamaica, Montserrat, Netherlands Antilles, Panama, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Trinidad and Tobago. The product must fulfill the following criteria in order to get the advantages: Be imported from a CBI country directly into the USA, must be a whole product of the CBI teritorry or must be significantly transformed into a new product, must contain min. 35% of local content at lest of one CBI country. Trade of USA with CBI countries: In total 6 countries of the region left the CBERA. The main cause for this act was the fact, that those countries got the membership in DR-CAFTA. Since the 6 countries left CBERA the US Trade with CBI decreased by 25% (2007). That change in CBERA membership cause a change in a comodity structure of trade. Apparel and textile represent a main part of trade with DR-CAFTA, while petrol and gas became a main part outside DR-CAFTA (it menas from CBERA countries where 60% imports from Trinidad and Tobago ). All those US regional initiatives CBI, CBERA, CBTPA, DR- CAFTA contribute to the internal growth of economies, to the trade liberalization, support innovation, science, research. It is not only a direct impact of the free trade agreements, the goods move without barriers, etc. It is also due to the fact that the nations willing to become a part of such an institution, organization must change, accomodate, adjust their own national laws and legislature in the field of international law, intellectual property rights, money transfer , the fight against drugs trafficking and implement the rights against corruption (IACAC: The Inter-American Convention Against Corruption). 3.2. The influence of Canada: Canada176, like USA, takes advantage of English as comparative advantage for its presence on market sof CARICOM countries, mainly on Jamaica. Canadian investment is important also in Cuba. • CARIBCAN: Caribbean-Canada Trade Agreement was initiated in the year 1986 by a Canadian Parliament. The main purpose of the CARIBCAN is the promotion of trade, investment, mutual cooperation in the field of industry through duty-free access of Caribbean goods to Canadian market. Member countries: Anguilla, Antigua and Barbuda, Bahamas, Bermuda, Barbados, Belize, British Virgin Islands, Caiman islands, Dominica, Grenada, Guyana, Jamaica, Montserrat, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Trinidad and Tobago, Turks and Caicos Islands. The following artickles doens´t have a duty-free access apparel, shoes, luggage, leather accesories, lubricants, methanol. The products must have a certificate of origin (produced in Caribbean – The Commonwealth area or in 176 Consultation with Jan Rada - Consulting firm LatGroup. WWW: <www.latgroup.org> 238 Canada). The certificate of origin is issued if the goods contain at least 60% of Caribbean or Canadian inputs. • Free Trade Agreement Canada-CARICOM- negotiations177: The CARICOM countries are Canadian traditional trading and invest partner. The mutual cooperation are historical and started a long time before CARICOM. The Free Trade Canada-CARICOM negotiations happended in two rounds: a/ First round: 11. November 2009; Second 2.round: 29.-31. March 2010. The trade relationship is based on documents: a/ 1979: CARICOM-Canada – Agreement on the cooperation in trade and economic area (and its protocols); b/1998: CARICOM-Canada - The Rum Protocol; c/ CARIBCAN: non – reciprocal agreement, unilateral and preferential. Duty-free access for selected goods to 2011. Valid from 1986. d/ Bilateral investment agreements, mainly: Canada – Barbados, Canada-Trinidad and Tobago. Canada invests in the CARICOM. In the 2006 the FDI reached 53 billions USD. CARICOM countries invest in Canada, mainly Bahamas (136 milions USD) or Barbados (471 milions USD) 2008.Canada signed the Memorandum of Understanding (MoU) with: Jamaica, Trinidad and Tobago, Barbados and with OECS. This MoU allows the CARICOM farmers to work in Canada in the field of agriculture. • Canada – Central America: Canada currently negotiates regarding the agreement as DR-CAFTA. It will be the Canada- Centrál American Free Trade Agreement. • CIDA178: The Canadian International Development Agency is focused also on the Caribbean, where developes the “Caribbean Program”. Members of CIDA: Antigua and Barbuda, Bahamas, Barbados, Dominica, Grenada, Jamaica, Montserrat, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Trinidad and Tobago) and 3 continental countries (Belize, Guyana and Suriname). The CIDA has a separate bilateral programmes – Aid for Haiti. Most of those coutries are highly indebted. (up to 85% GDP). The activities of CIDA in the Caribbean: ECCB (Eastern Caribbean Central Bank) where Canada supported the Counsil; CCDERA179 (Canada-Caribbean Disaster Risk Management Program); PCPCS (Partnership for CARICOM Private Sector Development); JUST180 (Justice Undertakings for Social Transformation) – Canada supports the justice systém on Jamaica. Main partner sof CIDA: Association of Universities and Colleges of Canada; CUSO-VSO181; Canadian Urban Institute; Canadian Institute of Planners; Multilateral: WB; IMF; CARICOM; CDB (Caribbean Development Bank); ECCB (Eastern Caribbean Central Bank); OECS; UNDP; UNICEF. Under the CIDA exists CPEC (Caribbean Programme for Economic Competitivness) with the seat on Saitn Lucia. CIDA supports also CARTAC, the Caribbean Regional Technical Assistance Centre. It has a seat on Barbados. I tis operating from November 2001. 3.3. Influence of Asia – Japan and China: Japan Japanese investment in the LAC region are successful due to the fact that they offer longterm credits, investment projects supply with immediate entry. It is very important because most of the countries in the CAC region are not capable to invent, create a new product, goods, to manage the infrastructure 177 178 Consulted with: Rada, J.: Consulting firm LatGroup; www.latgroup.org. http://www.acdi-cida.gc.ca/home http://www.cdema.org/ 180 http://pm.gc.ca/eng/media.asp?id=2536 181 http://www.cuso-vso.org/about-cuso-vso/ 179 239 construction and effectuate big investment project from A to Z. Japanese economy was negative affected by an earthquake (March 2011). China China economy expands to the whole world and gradually reinforces its world influence and ensures sales of its cheaply produced goods. Chinese are presented in all developing countries (Africa, Latin America), but also in USA or Canada. China is strategic partner of Chávez Venezuela. China is very activ in the Caribbean, where competes for markets with Taiwan. Here play important role the regional and international organizations. The appropriate form of competition seems to be the investment in the infrastructure, building airports, remodeling seaports, building refineries, sport stadiums, etc. 3.4. Influence of Venezuela: There exists a strong correlation between the model of public administration (socialistic model of governance versus market economy) and the real position, state of the economy of a country. As an example can serve The Bolivarian Republic of Venezuela (further Venezuela). It is a model example of the fact how setting of mode of economy system (in this case implementing of so called Socialism of the 21. century) designates the real economic level of the country. In spite of the extreme, immesurable quantity of natural resources, in Venezuela the cost of living, price of goods and services rise unnaturally, inflation rate in the period of past 5 years is the highest182 in the LA region (more than 30%). In this part author describes the issue of the regional influence of the Venezuelan president Hugo Chávez and the implementation of his Socialism of the 21. century and his initiatives that have an influence on the Caribbean (Petrocaribe, ALBA). On the one hand it must be to be objective, thus try to desribe the situation in Venezuela as it as. The world media the real state, positions in Venezuela don´t approximates, approaches well, without prejudice.Democratically elected president HCh (1998) implements in the country so called Socialism of the 21. century, whereof he affirms that it is not a socialism that existed in the countries of former USSR (Union of Soviet Socialistic Republics), nor the Cuban Socialism. The Socialism of the 21. century according to Hugo Chávez words is a new socialism, that has endeavour (effort) to ensure more equitable divission of resources and wealth in the society. Hugo Chávez reinforces South-South relationship and cooperation, also with Iran, China, Russia, Belorussia, Ukraine. HCh pretends, makes an effort to obtain a regional hegemony of LA continent and in cooperation with Russia and Belorussia he tries to create a block of countries according, after the former Block under the former USSR, so called Council of Mutual Economic Aid (in Czech RVHP). In exchange for oil supplies, Venezuela obtains from those countries transfer of technology, forms with their companies Joint Ventures. It should be stressed that these technologies are mostly of older generation, lower quality products, but that have preferential, more favourable prices. It must be noted that thanks to the Government of HCh the inhabitants of the lowest classes have better living condition, standards than before the HCh first presidential period. Their purchase power in the last 9 years grew 60%. It is also very interesting that the majority of the growth in Venezuela has a non-oil origin183. The private sector (despite all the administrative hurdles) grew more than the public sector.Thanks to the economic growth (2003-2009) the powerty index fell by an half (54% households – 2003; 26% households - 2008). Extreme Powerty Index fell even more - by 72%. • ALBA To weaken the position of USA in the region, the Venezuelan president Hugo Chávez created together with Cuba the ALBA (The Bolívarian Alternative for America), that was initiated as oposite to 182 183 Consulted with: Sanchez,E.: Founder of University IESA: <http://www.iesa.edu.ve/> Consulted with: Rada, J.: Consulting firm LatGroup. Dostupné na WWW: <www.latgroup.org> 240 American proposal of the FTAA (Free Trade Area of the Americas). ALBA is established on principles of political, social and economic integration among several LAC countries. The first impulse to create the ALBA arose between Venezuela and Cuba (14.12.2004), when was concluded the agreement on the cooperation in the field of echange of cuban doctors and students in exchange for venezuelan oil. Venezuela daily delivers to Cuba approx. 100 000 barrels of oil. Cuba reciprocally sent to venezuelan poorest regions and cities more than 20000 doctors and teachers. ALBA members: Venezuela, Cuba, Dominica (1/2008), Ecuador (6/2009), Nicaragua (1/2007; also member of Central American Free trtaje Agreement - CAFTA), Bolívia (4/2006), Antigua and Barbuda (1/2009), Saint Vincent and the Grenadines (1/2009). The ALBA created the Bank of ALBA, members are: Venezuela, Cuba, Nicaragua, Bolívia. • Petrocaribe: HCh iniciated so called Petrocaribe. It makes possible for members states to obtain venezuelan oil on preferential prices and loans under „Oil Diplomacy“ in the caribbean states. Petrocaribe members: Cuba, Antigua and Barbuda, Dominican republic, Bahamas, Belize, Dominica, Grenada, Guyana, Honduras, Jamaica, Suriname, Saint Lucia, Saint Kitts and Nevis, Saint Vincent and the Grenadines, Haiti. Members are not Barbados nor Trinidad and Tobago. 4. Conclusion: Czech Entrepreneurs should try to analyse new possibilities deriving from the new Bilateral Agreements (EPA184) between the EU and the ACP countries and the EU and the Central American Nations. They should also consider the fact that many of the European Countries do have the membership (observer status) in regional organizations and also have bilateral Trade Chambers. Author briefly analyses a variety of regional organizations and institutions. It is intended to search for possible links, connection among the states, organizations, regions, continents and to see whether there are any links, possibilities to take an advantage of a membership, observer or associated status in an organization for European Countries and thus for the Czech Republic. Author asks himself why some European countries like Finland, France, Italy, Netherlands, Spain, United Kingdom have membership or observer status in Association of Caribbean States and other Caribbean institutions (Banks)? Why and how did they reach that linkage. Concerning this main axis of thinking it is important to bear in mind the possibilities that offers such a territory: cheaper transport costs for the goods and services, tax and customs issues. See and search for the possibility to create a regional stock for goods to be reexported through the regional organizations, initiatives to CARICOM, DR-CAFTA, USA (CBI), CANADA (CARIBCAN). A very interesting idea for a future analysis is the existence of European Area in the Caribbean. In that regard author considers that the European territory in the Carribean could be used as a base for the reexport of European (Czech) goods and services to the whole region. 184 Consulted with: PhDr. Štěpán Vojnár, Ministry of Industry and Trade, Czech Republic 241 References: [1] Amos, J: Attracting investments in developing countries: Possibilities and difficulties. Conference, Kingston, Jamaica, 25. July 2002 [2] Assemblee des Chambres francaises de commerce et d´industrie. < www.acfci.cci.fr>. [3] Beneš, V. Zahraniční obchod, Grada Publishing, ISBN 80-247-0558-3 [4] Boxill, I < http://www.mona.uwi.edu/ >. [5] Canada-Caribbean Community Free Trade Negotiations. < www.international.gc.ca >. [6] CARICOM´s trade with the French DOMs 2002-2006. July 24, 2008. < www.carib-export.com >. [7] Caribbean Development Bank.<www.caribank.com >. [8] CIDA < http://www.acdi-cida.gc.ca/home>. 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[18] Machková, H. - Černohlávková, E. - Sato, A. a kol: Mezinárodní obchodní operace. 3. přepracované vydání; [19] Machková, H. - Taušer, J. aj.: Mezinárodní konkurenceschopnost podniků po vstupu do EU; [20] Weisbrot M, Ray R, Sandoval, L: The Chávez administration at 10 years: The economy and social indicators, February 2009. <www.cepr.net/documents/publications/venezuela-2009-02.pdf >. [21] Paper CSME- Trade Wins, vol.1, n.6, 2001 [22] Girvan, N: Towards a Greater Caribbean zone of cooperation. <www.acsaec.org/column/index16.htm >. [23] Shigetomi, K, Rule, K, Osler D: Eight report to Congres on the operation of the Caribbean Basin Economic Recovery Act, december 31, 2009, Office of the USA Trade Representative Office of the Americas [24] Stiegler, P: Možné perspektivy zemí sdružených v rámci CARICOMu ve světovém globalizačním procesu, Diplomová práce, VŠE Praha INTERNATIONAL DISTRIBUTION AS COMMUNICATION TOOL WHAT BUILDS EXPERIENCE AND VALUE PERCEPTION IN LUXURY RETAIL SETTING? 185 Ing. Marija TISOVSKI Ph.D. student from the Department of International Trade Economics University Prague Faculty of International Relations [email protected], [email protected] Abstract Focus: Certain luxury houses year after year still manage to surprise consumers, attain awareness and increase the desire. How do they manage to sell the dream constantly? How does the presence of desire alter the way people view a product? Does it happen by chance? Highly unlikely. The platform of which the work is build argues that distribution formats can be significant strategic communication and differentiation tool for luxury brand, that the intangible determinants within the space can potentially provide balancing link between company that is trying to manage its brand bonding (expression) and consumers search in for the meaning (impression). Scope: The challenge of understanding the retail in luxury context lies in the fact that not so much research has been conducted in luxury retailing. It doesn’t come as a surprise as luxury caries the flair of mystery and secret. This ensures that a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. Method: At this stage, the paper takes the theoretical path, tracking the publications and rich academic research involvement to introduce the framework that gives the whole new meaning on how to express the operations vs. how to impress the recipients. The paper uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. Key words: Luxury, Retailing, Value Perception, Experience Introduction Selling and marketing luxury is built on a paradox of a kind. Managers want a certain level of diffusion for their brand in order to achieve success in the marketplace; yet, if their brand is over diffused, it loses its luxury character. (Debois, Paternault, 1995) Also, luxury products are unattainable in their nature (Danzuger, 2005). Only the best-managed companies learn how to turn this paradox to their advantage. The international market opportunities lead to more flexible access of luxury brands to new territories but with clientele characterized by different cultural, financial and aesthetic codes as well as perceptions and definitions of luxury. The boom that the Internet has created- as the vehicle behind vast opportunities for visibility, communications and retail - has changed the mind set of wealthy toward luxury. The freedom of access to information about luxury brands has lead to closing up the distance that previously existed between luxury brands and the public. A new demand for authenticity and an increasing translation of culture and arts into consumer products (Hagtvedt, Patrick, 2008) indicate a shift away from simple conspicuous consumption towards informed consumption.186 185 186 This publication is part of project IGA VSE Prague No. ??? “Perception of Czech Republic as Country of Origin” Marketing for the new rich. Marketing strategies in the face of changing consumer behavior 244 Staying true to their meaning in changing environment resulted in more refined interplays with space, service, sustainability and strategic communication practices. Marketing activities moved from selling techniques to attracting techniques and it doesn’t come as a surprise that consumers started spending less time chasing luxury; they are given the “luxury” to define it themselves. Creating the relational playground to facilitate this (ex)change is crucial strategic move. Evolution in the distribution formats goes hand in hand with necessity to create a sort of retail expression for luxury brands to exhibit their messages amongst their current and potential target. Not only have these served as stable, influential publicity formats through which the involvement with the brands is enhanced, but as the awareness and loyalty drivers, too. It is about newsworthiness, story living and respect. These forms today represent the voice of a brand that wants to be new, lived through and respected. By identifying key steps that lead toward connecting philosophy of luxury and retail helps in reinforcing the academic significance of the research topic and its experiential context. Literature Overview Retailing is an activity of enormous economic significance. In spite of its scale and importance retailing wasn’t initially at the forefront in embracing marketing concept (McGoldric, 1990). In the 1960s this could be justified by fragmented nature of the industry. However, industry became rapidly more concentrated and new-found power led to more aggressive buying, high budget advertizing or elaborated store designs. Global expansion generally has not been an easy task for any retailer, prompting the tremendous need to better understand the drivers of success in expanding retail operations globally (Grewal, Levy, 2007). On the other hand, the market weapons don’t always indicate that the marketing concept is being applied (McGoldric, 1990). The last 30 years have seen dramatic metamorphosis within retailing industry as whole.187 Retailers have ceased to play subordinates in the marketing of consumer goods. Many retailers are realizing that their profits and growth are determinate by little things that make big difference in consumers’ satisfaction and loyalty. It is only relatively recent that retailers have taken enlightened integrative way to their marketing activities striving toward using the retail to enhance brand meaning and its impact on overall store image across market segments (Grawel, Levy, 2007). Retailing research has always been one of the pillars of the marketing field (Grewal, Levy, Kumar, 2009). Over viewing some of the main aspects that stimulated interest into retail concerns imposes by itself. In addition, retail markets are getting more diverse and fragmented than ever before presenting an overload of information and alternatives. Early Stage – Maison Concept What today is labeled as a process - in the time when true artisans and visionaries as Mr. Worth, Coco Chanel, Louis Vuitton, Cartier, or Hermes were setting up their businesses - was exactly where luxury companies wish to preserve; concept of Maison just in contemporary context. Understanding how luxury retailing evolved a look at the development from manufacturing to retailing imposes itself. To set precise date of birth of luxury goods manufacturing involves tracking the developments in society. Each era had its slice of luxury world but it wasn’t before the turn of 20th century that the world of luxury ceased to be reserved for selected few. In the beginning there was the Maison, the ancestor of retailer. One can argue that the concept of Maison preceded development of retail stores. Indeed, when looking back into history and roots of true craft one finds small artisans working in the privacy of their homes or being hired to create unique pieces or tastes by invitation of the King or the Queen. Insofar, facts tract the roots of luxury manufacturers back to times of old coutiers or exclusive wine and gourmet food chefs at royal courts. 187 Book: McGoldric J. Peter. Retail Marketing. McGrow Hill Book Book Company Europe. England, 1990, isbn 0-07084159-4 245 In like manner, till the turn of the 19hth century the luxury world has been isolated for the rest of the economy. Its pleasures were reserved for small elite. More intimate in its nature Maison represented what today we understand by workshops and ateliers. Luxury word was indeed, a world apart. Social and economic change that took place in the second half of the 20th century did quite a lot in favor of luxury development and availability of luxury goods. Leading to another extreme, through female emancipation, democratization, increase of spending power, globalization and communication everyone got access to the world of luxury. As democracy and globalization favored transparency and leveling out of classes (Kepferer, Bastien, 2009) the fear that luxury will lose its relevance was increased. Paradoxically, opposite has happened, transcendent stratification that seized to exist in society became luxury’s driver and creator (Kapferer, Bastien, 2009) Retail vs. wholesale To reach the level of directly owned stores and completely controlled vertical integration several approaches and distribution considerations had been standing in the way. Toward direct retail store management luxury companies went through wholesale and licensing strategies first. Historically looking, luxury distribution system used multi channel distribution – direct and indirect. As the development of fashion and consumer tastes enhanced, over the time this moved toward direct channels that allowed for more brand’s marketing mix control. The choice of more direct approach to the market lead to usage of retail formats such as stores, catalogues and web to manage sales to customers. The most spread and directly managed are mono brand stores that are segmented by sales dimension, product line and location into: flagships, self standing stores and shops in shop. The retail vs. wholesale model points considerable discrepancies and it depends on the power of brand how efficient network of directly controlled mono brand stores can be. The ideal model used by Louis Vuitton and Hermes can be justified by clear brand positioning. For instance, Louis Vuitton has no perfumes line that would require the need to use wholesale distribution. Hermes on the other hand uses wholesale for its perfume lines but to limited extent. In Europe perfumes are sold through wholesale but in Asia for instance they are only available in their own stores. This approach enables activities to be coordinated from the headquarter more effectively and it protect the brand from becoming the victim of counter fight. In essence, once the coherence between systems is achieved it works well to everyone’s advantage. Opting for exclusivity is usually characteristic for brands whose identity is based on style and brand ethics related directly to mastery of particular manufacturing skill. (Ferrari, Hermes Kelly Bag or saddler expertise, Louis Vuitton traveling sets) The best system is the one taking into consideration the brands specific strengths and weaknesses in determining what is the best for the brand.188 Manufacturing of goods got accelerated to meet the growing demand of well paying ‘hungry’ for luxury customers and as of 1980’s trend witnessed an increasing need to expand over the national borders. All these pushed for the more sophisticated marketing approaches and more care for managing luxury brand and image. With expansion and growth the need for better distribution emerged and called for considerations of regarding distribution as key role in luxury management. Shops became the places where client can live the brand. This trend and ostentation called for more control in distribution network dropping the high level of intermediaries to save the value perception and rarity components of the luxury brands. From warehouses and licensing agreements luxury manufacturers started vertical integration in search for full control over the retail network. Distribution not only served as tool to manage the value chain but it started to get higher relevance as communication tool. In recent years a fundamental issues in the fashion industry has been the evolution of distribution and industry relationships. Distribution strategy that was once more focusing on a single consumer today in contrast must be able to segment offering through a differentiated value proposition for different segments on diverse markets in terms of product, retail, communication, and service. 188 Chevalier, Mazzalovo; Luxury brand management, 2009 246 There has been transfer of power from manufacturers to distributors seen through the increase in the market shares of the large distributors, the development of retail chains, and the development of retailing strategies - visual merchandising, trade marketing, shopper marketing, flagship marketing. Retail locations build brand awareness and contribute to market penetration and growth of the brand in line with wholesale operations. (Tisovski, 2010) Therefore, it became logical to orient toward analyzing the distribution as potential communication not only expansion mechanism. Luxury conglomerates maintained their brand value also by investing into uniqueness of their stores. In luxury maybe more than in other industries this is highly relevant as the DNA of the luxury brand is build on heritage, rarity, quality, uniqueness, exclusivity, opulence. By means of store those features can be translated to consumer. Distribution of such brand through sophisticated environment and exceptional experience could be considered as new way of distribution strategy or better say upgraded distribution in luxury retail context. Further, differentiation as significant component is therefore enhanced. When it comes to luxury retail - location and service are ever more end-customer oriented. It is the creativity that gets distributed/placed on “shelves” and those products cannot be isolated. (Tisovski, 2010) Instead those products are making the main part of offer in a wider system they operate. To manage and visualize this creativity long chain of activates precedes - in which retail space is important feature in the very end of distribution lane. Retail format strengthens the value perception and brand positioning in turn interplaying with consumers self. In principal, distribution as such changed over the years toward more refined and customer oriented channels. The strategic significance of distribution evolved around perception and importance of atmosphere around product and focus on details. This trend has changed relationship between players in the industry. Once it was more important to emphasize ‘manufacturer – distributor’ relations now it is about ‘consumer – distributor.’ Through distribution consumer’s wishes are met and physically placed. The shop has thus become an integrated marketing tool. (Tisovski, 2010) “Distribution has a significance that it did not have in the past – it is the first mass media of the firm’s strategy.” (Saviolo, Testa 2007) Luxury Retail Boom - USA Case Fallowing the global economic boom of the mid ‘80s in the US and baby boomer generation, coupled up by explosion of Internet and its vast business opportunities set the perfect backdrop for wealth creation (Danzinger, 2005). The support of capital led to the change of status for substantial segment of different population. (Uche Okonkwo) Access to money wasn’t difficult and capitalistic market structure allowed for this to happen. Together with fast spread of this trend, traveling and convergence of cultures global consumption and attitudes created particular way of consumption behavior and global consumption culture. It was the growth since 1984 in the time of Regans presidency that officially mark the luxury consumption increase, although it wasn’t before the 1990s that these issue started to be the subject of academia. All these events set off the fruitful foundation for luxury market to gain its momentum as never seen before. From the research perspective this didn’t pass undetected and it was by 2000 and in 2004 that the authors such as Moore and Birtwistle started to focus more of their research work toward luxury retailers and internationalization of luxury brand. Most recent study dates back from 2010 from the same authors investigating the aspect of internationalization and market entry for luxury retailers through particular themed store, flagship store. Luxury Retail Boom - European Case European research in the area of fashion marketing and retailing is a relatively recent activity and significant research pace in the area extends back no more than 20 years. Luxury retailers had a bit different timing and evolution. It was a significant step to move from luxury Maisons and closed environments to adopting multi channel approach. In the beginning luxury retailers were deeply rooted 247 in tradition and small scale production. Even today it still represents the biggest challenge of luxury industry. Yet, minding all the controversies, luxury houses only very recently became the subject of higher level publications. Although a wave of acquisitions and business interest among a few biggest luxury companies was initiated (Richmond Group, PPR, LVMH, Hermes) over the last 10 years, luxury brands kept low profile to academia. For academics major luxury retailers were approached and precipitated more by an analysis of international strategic development rather than the specific nature, form and experience of particular luxury company. For instance, the fashion retailer as “brand” – per se – is a relatively recent phenomenon (Alexander, Doherty, 2010). Today only three major groups represent luxury in fashion clothing and accessories. They are shown in Table No. 1 Table No.1. The Conglomerates behind Major Luxury Brands LVMH RICHEMONT GUCCI Louis Vuitton Cartier Gucci Christian Dior Dunhill Yves Saint Laurent Fendi Mont Blanc Boucheron Céline Van Cleef & Arpels Bottega Veneta Loewe Piaget Sergio Rossi Donna Karan Baume & Mercier Alexander McQueen Kenzo Chloé Stella McCartney Marc Jacobs Vacheron Constantin Balenciaga Bvlgari Givenchy Source: Company websites, selected list only Academic Stage of International Retail Development International Journal of Retail & Distribution Management (IJRDM) has been crucial for recording and storing all the significant research in the field of retail industry and distribution management. This publication of high reputation serves as the good overview base for pointing out main development phases within retail marketing and management practices. Moreover, the journal serves as good reference with its international character to generate high quality research studies made by respected authors. However, it comes as necessary to mention other publications of similar significance for the purpose of underlining the broad international and European perspective of research attractiveness of retail industry: Journal of Retailing, Journal of Consumer Research, Journal of Retailing and Customer Services, Journal of Retail and Leisure Property, etc. References found in these sources are of extreme importance for the future studies within the field. Therefore, it doesn’t come as a surprise that, introductory literature overview starts from looking into vast retail oriented research. Logically enough, the proposed comments and conclusions driven are focusing to cover bit of historical background narrowing it down to more recent and contemporary practices and scholars interests in the field of luxury retailing. The last ten years have seen an emphasis on operational aspects of international retailing such as market selection (Gripsrud and Benito, 2005; Alexander et al., 2007; Myers and Alexander, 2007, Swoboda et al., 2007) and market entry method (Doherty, 1999, 2000, 2009; Quinn, 1999; Gielens and 248 Dekimpe, 2001; Doherty and Alexander, 2004, 2006; Palmer and Owens, 2006; Huang and Sternquist, 2007; Park and Sternquist, 2008).189 As the importance of retail as industry evolved and research concerns moved in direction of international marketing further publications with marketing character started to treat retailing issues with care. Rich history of publishing raised the questions of market entry methods and internationalization toward more refined store brand and distribution role issues. The Development of International Retailing Toward Luxury Retail It is worth noting of the very first initiatives in retail academic research, general and international started with economics and geography, particularly in the UK. These two were followed by globalization and marketing influence as result. In essence, economy, geography and marketing were the three most important aspects to impact retail and more care from the academic side. Moreover, with arrival of strong marketing application in the late 80s beginning of the 90s influence toward further, more international studies in the direction of retail marketing emerged. Therefore, the development for the last 20 years can be traced through review of two journal groups; retail and marketing oriented. Indeed, it might be said that while retail specific journals such as the International Journal of Retail & Distribution Management has nurtured the subject area of international retailing, much of the most important work has increasingly appeared in marketing specific journals, such as the International Marketing Review, the Journal of Marketing Management, the European Journal of Marketing and the Journal of International Marketing.190 To understanding how the trend came to developing luxury retail understanding the expansion of fashion retailers is important. It wasn’t before late 1990’s and the work of Moore and Fernie that recognized the growing trend in fashion within the retail aspect. In like manner, these authors recognized the need for more contemporary research as the trend driven by fast fashion manufacturers pushed for examining the strategies. By the mid 90s fast fashion producers like Zara, Gap, H&M revolutionized the retail industry and shift from manufacturing to retailing started being more of interest. This called for attention initiated by Moore, Fernie (1997, 1998) that was later fallowed in similar way by other academics. More publications, in turn emerged from raised interest and necessity to address fashion retail phenomenon as a triggering phenomenon for other industries to fallow. This continues to present with further research of Zara case by Lopez and Fan from 2009 as well as exploring critical success factors in fashion internationalization (Wigley et al., 2005; Wigley and Moore, 2007), expansion patterns (Warts and van Everdingen, 2006) and entry method (Doherty, 2000, 2007, 2009; Moore et al., 2010). The International Journal of Retail & Distribution Management has been central to this evolution. 191 It could be therefore stated that with 1990s the first steps of fashion retailing research emerged. Essential research landmarks preceding luxury retailing From the early 1990s, the literature began to consider the nature, form, structure and activities of fashion retailers within European markets. The authors of International Retail Research article (Alexander, Doherty, 2010) summarized the research perspectives and main steps and leaving the rich and useful publication in helping to forecast what is yet to come. In undertaking this review of the literature spanning two decades and demarcating the key, over-arching themes that emerge the significance and influence of the IJRDM as a venue for fashion retailing research becomes evident in terms of breadth and depth. In addition, it establishes a valid framework for the consideration of fashion brand marketing and management that is simultaneously historical and contemporary and as such facilitates an evolutionary review of fashion brands from its early stages through to present day. In respect of this, revisiting the fashion related research that has 189 Intl research article Intl research article 191 Intl research article 190 249 comprised the IJRDM provides an insight, both historic and contemporary, into the nature and influences of change manifest within the sector. Reviewing the fashion retailing related IJRDM articles in the past two decades; scholars and academics have filtered five distinctive research themes that have dominated thinking and debate in the area. This, over two decades long period serves as historical landmark to what we call today the basics for fashion and luxury retail comprehending: Reflecting upon this changing fashion landscape and its impact upon the organizations that comprise it. 1. The fashion retailer as brand: the brand as retailer Perhaps marking the most distinctive feature of the European fashion retailing sector, the brand has emerged as a pre-eminent strategic communications device to signal the values, positioning and identity of the retailer and its products (Alexander, Doherty, 2010) The literature has explored these issues in a number of ways in the journal, on a case study basis. For exemple, Vignali et al. (1993) work on Benetton, Lea-Greenwood’s (1993) review of River Island and Moore and Birtwistle’s (2004, 2005) evaluation of the business models of luxury fashion retailers Burberry and Gucci. Alternatively, survey-based approaches, such as that by Moore (1995) have sought to delineate more broadly the features of fashion retailers’ branding strategies. What is common to all of these studies is the realization that fashion retailers, especially within Europe, have assumed the brand creation, development and distribution roles. This direct involvement has provided direct control over design, distribution, communications and pricing. The benefits of this involvement have been well identified elsewhere (Fernie et al., 2003) but pre-eminent among these are those relevant to securing brand exclusivity and the attendant advantages of customer loyalty. 2. The internationalization of fashion retailing: globalizing the fashion branding Fashion retailers are among the most international of companies (Moore et al., 2010). The International Journal of Fashion Distribution and Management (IJFDM) output in the past two decades has tended to focus upon two specific stands. The first is the role of the brand in supporting foreign market growth (Wigley et al., 2005). This is particularly evident in fashion retailer cases studies, such as Per Una in Taiwan IJRDM 38,11/12 916 (Wigley and Chiang, 2009); children wear brand Adams in Spain (Johnson and Allen, 1994); the expansion of Debenhams in the Middle East (Jones, 2003) and Marks and Spencer in Hong Kong (Jackson and Sparks, 2005). The influence of the brand to consumer perceptions of internationalizing retailers’ market entry is also recognized in very recent studies (Alexander et al., 2010). The second strand is concerned with retail market structures in places such as India (Halepete and Seshadri Iyer, 2008); Spain (Gold and Woodliffe, 2000); Korea (Choi and Park, 2006), Brazil (Alexander and de Lira e Silva, 2002) and in particular the features of the fashion retailing environment in these markets. 3. E-fashion: style on-line Online fashion specialists, such as Net-a-Porter and ASOS have provided compelling evidence through its growth and profitability that fashion is not excluded from online opportunities. Furthermore, the fashion retailers, Top Shop, All Saints and Gant have been able to combine a strong retail and online presence to generate significant brand growth opportunities. Despite the significant growth of online fashion selling, the literature remains under-developed in this area. Murphy (1998) and Marciniak and Bruce (2004) provided an early analysis of the fashion e-commerce and noted the tentative development of a web presence by European fashion brands; while Ashworth et al. (2006) considered the means of securing online advantage within the lingerie sector. Opportunities for retailers to use the Internet as a means of customer segmentation via customization have recently been considered by Cho and Fiorito (2009). Yet, despite the fast pace of e- 250 fashion sales growth, fashion e-tailing has been under-represented in the literature and there is significant opportunity for investigation from both a corporate and consumer perspective. 4. A new fashion supply chain: cheaper, better, faster The fashion supply chain has undergone seismic change in the past generation. Previously, fashion supply chains were characterized by its inflexibility, a dependence upon long term predictions and commitments and a tendency to source from specific locations over long time periods. One Spanish fashion conglomerate has done much to change old strategies. Inditex, and specifically its most financially important fascia, Zara, has at the very least altered perceptions of how a modern fashion supply chain should be configured. As a vertically integrated business, Zara’s control over the design to retail cycle has provided the critical advantage of speed. Where previously the trends of high fashion took at least six months to percolate to the high street, Zara now can service a high-street interpretations within six weeks. 5. Fashion consumption trends: with brand, therefore I am While there has long been an intrinsic understanding that fashion brand choices are used a means of self-definition, self-demarcation and self-communication the intensity of competition and increase in availability has created a more fashion aware and informed group of consumers. In respect of this, the role of fashion style and brand choices as coded identifiers (McCracken and Roth, 1989) has similarly intensified. Significantly, Wigley et al. (2005) highlighted the relationship between brands and consumers as being based upon mutuality of perceptions whereby the brand and the consumer have synergistic characteristics. This highlights the need for brand to develop and manage what may be termed a consistent, appropriate and desirable “back-story” to which the consumer can ally them and interpret within the context of its own identity. Woodruff-Burton (1998) stressed the constructed nature of the self from a post-modernist perspective, indicating that how consumers represent themselves is through an amalgam of “selected and edited cues, comprising amongst other dimensions fashion brands”. In respect of this, there is therefore clear alignment between this view of the consumer and fashion brands as entities that are created, managed and sustained through an array of tangible and intangible devices. Bakewell and Mitchell (2003) and Bakewell et al. (2006) delineate the generational and gender challenges for fashion companies in its studies of generation Y consumers. Not only do these studies support the basic premise that consumers engage and utilize brands to for both private and public reasons, but they also serve to stress the complex role of fashion brands in communicating dimensions such as attractiveness, seriousness, status and success. In contrast, with the new millennium and the trend of change, retailing research changed direction. Studies expanded to recognize drivers of change coming in more independent and service oriented formats. (Alexander and Myers (2000) and revisited most recently by Evans et al. (2008a, b). Luxury retailers, hospitality business and fashion became subject of higher importance with a twist. This lead to introduction of a concept or brand as strong driver of international development (Moore et al., 2004) Indeed, one cannot talk luxury without understanding branding. Just for comparison, to the extent to which technology was paramount (Wrigley, 2000) for the large scale retailers, that is the concept of brand for luxury goods retail strategic orientation. As an important component of the service sector, retailing contributes a wider understanding of the broader internationalization process. 251 Relational Framework “Selling luxury is a dream, there should be no nightmare issues lurking behind that dream” Pamela Caillens, Corporate Responsibility Director at Cartier The consumer demand for exclusivity is increasingly being extended to the whole brand experience. Morgan-Grenville confirms, “Brands need to give consumers the opportunity to engage with them at a more profound level.” 192This engagement needs to occur at every touch point with the brand, from product development to point of sale and aftercare. Also, Simonetta Morrison from Salvatore Ferragamo points out: “You (company) actually have to show product and service attributes that make you better than your competition.” (De Beers, 2009) The way the consumers relate to brands has changed. Once, brand management was about “things to people”, one way relationship through the choices made by brand managers, not consumers. Now the focus has shifted towards the customers, empowering them to make choices and treating them as individuals rather than an amorphous mass. Today, media and companies are listening to people first. For luxury consumer nothing is ever good enough. Even if it sometimes advocates that less is more, whatever “less/more” is it has to be unique, excellent, of superior quality and scarce in quantity. Luxury is also about creativity and therefore its needs to be ahead of time. In addition, consumers incline towards the luxury because those products or services represent ones desires. Luxury consumers rely on the intrinsic product mystery along with its image in the world. (Husic, Ostapenko, 2010) A consequence of this is increased interest in understanding relationships as a foundation for brand bonding. Or, better management of emotional ties in business to consumer relation. Relationship principles dominate marketing taught and practice (Fournier, 1998). Further, Vickers and Renand (2003, p. 465) propose a consumer needs model for luxury goods based on three dimensions: functional, symbolic, interactional and experiential. A general change in customer purchase criteria entails a heavier focus on emotional as opposed to functionality and usefulness. In like manner, the most complete overview of the motivational forces for luxury consumption was provided by Vigneron and Johnson (1999) distinguishing five values of prestige consumer behaviors combined with five relevant motivations, and from these identified five different categories of “prestige” consumers.(Husic, Ostapenko, 2010) According to the authors’ categorization of luxury products, hedonists and perfectionists are more interested in pleasure derived from the use of luxury products and less interested in price, product characteristics, and performance. Similarly, Husic (2009) identifies and adds the lifestyle as driving motivational factor for luxury consumption. However, these statements should consider emotional values as well. To many people shopping for a luxury item has an emotional dimension. If a luxury product fails to relate to consumer the relationship ends. Therefore, the concept of company’s performance is also important. Performance is the key word against which to judge luxury products or brands interpretation (Denzinger, 2005) In other words, the concept of luxury brand performance is considered the best approach to tackle the relation between how a company aesthetics management delivers or performs its luxury functions experientially for the consumer. The performance must be freed from narrow mechanistic view to be seen in the more expansive light of experiential marketing (Denzinger, 2005) This work shares the same trend with the focus on the emotional and experiential relation in the consumption of luxury goods. In this paper, especially the orientation toward experience in a retail stores setting is emphasized. Furthermore, even though in different parts of the world consumers buy or wish to buy luxury products for varied reasons, they still possess similar values and, regardless of their country of origin, their basic motivational drivers are really the same; only the individual weighing differs (Wiedmann et al., 2007). The aim of such experiential retail strategies is to act upon store aesthetics (image, identity) to promote customer’s individual emotional weighing and ensure attachment (Healy et al., 2007) by prolonging the bond with a brand. 192 Luxury: Considered. De Beers Report. Implications for luxury brands and retailers, 2009 252 It continues further to find the link between luxury retailer and consumer by means of store and identify appropriate drivers to answer how to build on experience. The main issues to be concerned are: - Why is the distribution in luxury context effective strategic communication tool? a) How does it balance the relationship between the control over retail network and experiential dimension of the store? b) How does the presence of aesthetics alter the way consumers perceive the emotional values around the products and relate to experience? The current studies focus on the relationships creation through experiential and emotional way (Schmitt 1999; Roberts) and overall soft competitiveness creation for the purpose of differentiation. For this purpose the work will focus on large on distribution formats in luxury retail context trying to identify determinants to attract, retain and engage luxury consumer with brand bonding. Interaction between consumers and stores is a key component in building up of the retail companies personality (Martineau, 1958; Aaker, 1997) and how luxury stores can internationalize through experience determinants. Framework In the world of luxury the retail space must correctly evoke the codes of the brand with no disconnect from, what is going on in advertizing or runway otherwise it risks the consumer being disenchanted. Luxury brands tend not to attempt to weave their magic alone. It is important to curate the avenues to provide the coherent environment for brand visitors. In a world in which most consumers have their basic needs satisfied, value is provided by satisfying customers’ experiential needs – their aesthetic needs. The core competence will get emphasized once the placement of the familiar in unexpected setting occurs. Kevin Roberts the author of “Lovemarks Effect” on how to win consumers revolution and differentiate in the market draws upon two main drivers Love and Respect. He argues that to discard emotions in business when it plays such a central part would be against the nature. To illustrate the relational connection between emotional creation and experience an adapted look at the Love/Respect axis helps in shaping the peoples quest for deeper look into their decision drivers. This figure serves as a research framework. Once the driver get identified, each quadrant should offer certain relationship generating - as a result - the managerial implications for creating better luxury retail expressions. 253 Figure No. 1 Expectation Source: “The Lovemarks Effect”, an adaptation of Love/Respect Axis Conclusion It is the society that defines what luxury is (Kapferer, Bastien, 2009). Another activity that generated academic interest was the globalized consumer society of 80s. Increasing importance of consumer impact was apparent again among retailers. Changes in consumer society accelerated the expansion needs and retailers started servicing those faster. Development of consumer behavior had created the field for retailers to internationalize activities and use opportunities from their operational size and brand strength. Luxury today is emotionally based right-brained consumer market culture (Danzinger, 2005) Moreover, the change called for new model of approaching the luxury. The model defined by experiences. The way a dream/desire formula is managed sets landmarks for long-term success and value creation for the luxury products. This is why a perception of luxury brand and its environment counts as much as other communication tool. The communication draws the power of challenging ideas by placing them into minds. Again, it all comes to establishing and maintaining the relationship. Corporate resources are easily wasted if the expressions embodied in style and themes fail to produce the desired customer impressions. Or, when perceived expectations get ruined by disappointing reality. 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Willeman, A., Jary, M.: Retail power plays: from branding to brand leadership: strategies for building retail brand value. New York University press, 1998. ISNB 0-8147-9331-2 33. Zaccagnini, Flynn, J., Foster, M. I.: Research Methods for the Fashion Industry. Fairchild books, Division of Code Nast Publications, Inc. New York, 2009. ISBN 978-1- 56367-633-8. IMPACT OF INTERNATIONAL FINANCIAL REPORTING STANDARDS ON DEVELOPMENT OF ACCOUNTING REGULATORY SYSTEM IN THE CZECH REPUBLIC193 Marcela ŽÁROVÁ Department of Financial Accounting and Auditing, Faculty of Finance and Accounting; [email protected] Summary Regulation of financial accounting and reporting could be developed in number of ways. The great diversity in the national regulatory systems is the consequence of different factors that could be generalized but on the other hand also by individual factors specific to the particular country. Every regulatory system contents rules which govern financial reporting. Preparers of financial statements are influenced by and cover wide spectrum which ranges from laws which are enforced by legislature body to recommendations of professional associations. A new phenomenon that appears in regulatory systems over last years is the role of IFRS in continental European systems, the case of the Czech Republic is used for demonstration of this issue. Analysis of successive steps from accounting reform in early nineties of last century to present status of financial reporting and accounting regulation in the Czech Republic, using an historical overview of the legal framework of accounting development, was used in the paper. The objective of this article is to analyse national system for the regulation of the financial reporting of companies in the Czech Republic. The emphasis is on the process for setting rules, especially standards. The process of standard setting, not developed under the due process, is criticised in this article. Impact of IFRS is evident, not always positive. Introduction The main characteristic of the accounting regulatory system in the Czech Republic is that the Czech Republic belongs to the codified Roman law system. Characteristic features of this accounting regulatory system is that financial reporting is regulated by law, which is too detailed on one hand and on the other hand most legislators are not well informed about accounting concepts and technicalities of financial reporting. At the second, the stock exchange is less important, companies obtain majority of their funds from banks and other financial institutions. Naturally this regulatory system of accounting, the system where the Accounting Act is on the top of the regulatory hierarchy, is supplemented and completed by a number of other rules (Žárová 2006), in the case of the Czech Republic, issued by the same institution of the government that provides the Act. Moreover, rules used to compute taxable profit were introduced directly into the accounting rules in order to simplified consequent process of revising accounting data by financial authorities. 193 This paper was prepared as a part of research project of the Czech Science Foundation "Comparative Analysis of the National Accounting and Tax Regulatory Systems on EU with Emphases on Cross-border mergers" (GA registeration number P403 /10/1982). 256 The regulatory policy that has been realized over last 20 years by regulatory institutions in Europe is called harmonization. Harmonization is the process of increasing the compatibility of accounting practices by setting bounds to their degree of variation. On the other hand, standardization appears to imply working towards compatibility has been achieved. However, within accounting, the words have almost become technical terms, and one cannot rely upon the normal differences in meanings (Nobes 2010). Process increasing compatibility of accounting information seems to be a very useful process. It is said that International Financial Reporting Standards (IFRS hereafter) brings positive impact on the quality of local accounting rules. Within each country, local regulations govern, to a greater or lesser degree, the issue of financial statements. Such local regulations include accounting standards which are promulgated by the regulatory bodies and/or the professional accounting bodies in the countries concerned.194 Despite the harmonization process, there may be systematically different patterns of accounting behavior applicable to various groups of countries (Radebaugh 2006). The first Accounting Act195 (hereafter the Act) was approved by the Czech Parliament in 1991, commencing the process of transition from a centrally planned economy to a market economy. In May, 2004, the Czech Republic joined the European Union (EU). Becoming a member of the EU has been crucial to speeding up reform of the Czech accounting system. As a member, the Czech Republic is committed to requiring its listed companies to comply with international financial reporting standards in their consolidated financial statements at least. This article focuses on the impact of IFRS on the development of the Czech accounting regulatory system from the early nineties of the last century to present time. The period from the first Act in 1991 to present days can be divided into three stages. Sequential steps of accounting reform can be illustrated in the Czech Republic using an historical overview of the legal framework of accounting development during this timeframe. But not only IFRS have impact on the accounting regulatory system, also accounting practices were reformed to ensure that new laws were consistent with those of the European Community (EC), so as to facilitate transition to full membership. New legislation was therefore influenced by EC accounting practices and IFRS too since 2005. First period covering years from 1991 to 2002 Prior to fundamental political change in 1989, accounting and financial reporting were subordinated to the requirements of the central planning system and reflected the diminished scope of financial management in centrally planned economy. The principal function of accounting became the provision of factual data to assess plan fulfillment and to generate statistics for other planning-related purposes. Accounting generally required adherence to a prescribed chart of accounts and did not involve taking a view on the financial position of an enterprise. Therefore financial reporting, providing a true and fair view on financial performance of enterprises to the general public, did not exist in the former Czechoslovakia before 1989. This situation began to change after 1989 as the change to a market economy and privatization of enterprises proceeded. The dissolution of the CzechSlovak Federation on December 31, 1992, and the successful completion of the first wave of "voucher" privatization were the most significant political and economic events in Czechoslovakia during 1992 (Zarova 1999). A complete reform of Czechoslovak accounting was undertaken, through the Accounting Act that came into effect on January 1, 1992. Accounting practices were reformed in the context of the wider reforms adopted to create the institutions of market economies. In common with other areas of institutional reforms, government was seeking, as far as possible, to ensure that new laws were consistent with those of the European Community (EC), so as to facilitate transition to full membership. New legislation was therefore 194 International Financial Reporting Standards: Preface to Statements of International Accounting Standards; part Accounting Standards (art.8), 2009 International Accounting Standards Committee Foundation (IASCF). 195 Accounting Act No 563/1991 Coll. as amended by Act No 495/2005 Col. 257 influenced by EC accounting practices, particularly the Fourth and Seventh Directives on Company Law (Moizer et all 1999). The accounting law was a curious amalgam reflecting the variety of international influences plus residual practices from the previous regime instance (Seal et all 1997). Corporate taxation had an effect on company financial reporting and rules relating to financial statements, but accounting income differed from taxable income. While the Accounting Act that set out the general principles to be applied remained unchanged since July 1, 1994, the Chart of Accounts and the detailed guidance notes on the Accounting Procedures for Business were subject to many minor amendments that went into effect at various times from 1994 to 2002. The EC adopted a communication in June 2000, which proposed that all listed companies prepare their consolidated financial statements in accordance with IASC standards by 2005 at the latest. Adoption of the 2002 EU Regulation on the application of IFRS also had fundamental effects on further development of accounting in the Czech Republic (Žárová 2008). The Czech National Accounting Council, an independent national accounting body, was established by the initiative of Czech accountants, the Chamber of Auditors, academics from the University of Economics in Prague, and the Chamber of Tax Advisors in 2001. The main characteristic of this period is accounting regulation as regulation without hierarchy, a “legal level,” or one-level accounting regulation. From a legal point of view, accounting regulation consisted of the Act only. The Ministry of Finance issued detailed regulatory guidance for accounting which consisted of a chart of accounts and accounting procedures. Even though Regulatory guidance for accounting was not part of the Act, it became obligatory as it was strictly required by tax authorities in the Czech Republic. The situation is described in Table 1. Table 1: One-level accounting regulation system One-level accounting regulation Rule Rule-making body Accounting Act • Regulatory guidance for accounting Ministry of Finance Chart of Accounts Ministry of Finance Accounting Procedures Ministry of Finance Financial Statements, Notes to Accounts Ministry of Finance Source: Source: Prepared by author Accounting Act The Act covered all accounting entities, including general business enterprises, banks, insurance companies, public (budgetary) entities, non-profit organizations, municipalities, national property funds, and even small entities using cash based accounting. The Act was divided into seven parts. Parts one and two, General provisions and Accounting systems respectively, specified two forms of accounting: cash–based accounting, used by sole traders and various non-profit organizations, and accrual accounting, used by all other entities, including any sole trader who is registered in the Commercial Register. Part three specified the financial statements to be prepared. For most business entities, these were the balance sheet, income statement, and explanatory notes. The format of the balance sheet and income statement, as well as the content of the notes, which include a cash flow statement, were described in detail in regulatory guidance for accounting. Part four set out the valuation methods for all assets and liabilities in the accounting records and financial statements. Part five of the Act concerned inventory taking of assets and liabilities. Part six of the Act concerned 258 accounting documents and their maintenance. Common, temporary and closing provisions were stated in part seven. The last amendment of the Act during this period before 2003, effective as of January 1, 2002, brought important but not fundamental changes in the regulatory framework. Those were: 1. The accounting period for all entities was changed from a mandatory calendar year to any twelve successive months. 2. A definition of true and fair view was included. 3. The voluntary compliance with IFRS for consolidated financial statements only was allowed. 4. Fair value for financial instruments and their derivatives was introduced. Amended Act on Accounting, effective as of January 1, 2002, brought new view on IFRS. The Act was amended by a new article in the section 19 called “Balance sheet day” except for above mentioned points. This article stated:” In addition to financial statements prepared in compliance with this Act, accounting units may also provide accounting information those are prepared in compliance with IFRS or other internationally recognized accounting principles.” Either the Act on Accounting or Regulatory guidance for accounting or any other Accounting procedures did not provide any specific guidance on the question of using IFRS. Content of this article could be misleading. Detailed analysis of this article brings you mostly to conclusion that article about allowance to use IFRS is connected only with preparation of financial statements in compliance with IFRS or other internationally recognized accounting principles. Regulatory guidance for accounting Detailed obligatory guidance for accounting was issued by the Ministry of Finance. Although these were not part of the Act, they were strictly required for taxation, so essentially they were followed for all purposes. This regulatory guidance consisted of: Chart of accounts, Accounting procedures and Financial Statements with Notes to Accounts a) Chart of accounts There were separate charts of accounts for different types of entities, e.g. for business enterprises, banks, insurance companies, public (budgetary) entities, non-profit organizations, municipalities, and national property funds. The Chart of Accounts was organized in a rigid set of control accounts as for the content and numbering. The main aims of the Chart of Accounts were: to standardize the organization of the individual enterprise accounting system, at the level of major categories of financial transactions and their effects on financial position, and to standardize presentation by the enterprise of its profit or loss and financial position. b) Accounting procedures This second part of the regulatory guidance consisted of detailed double-entry bookkeeping rules and detailed instruction on using the chart of accounts. c) Financial statements and explanatory notes This third part of regulatory guidance set out the fundamental rules for: - Conditions for preparation and presentation of financial statements, data to be published from financial statements. - Forms and explanations for the preparation of balance sheet and income statement. - The contents of the notes to the financial statements. 259 Second period covering the year 2003 The structure of accounting regulation for the year 2003 was temporary, as regulatory guidance for accounting described above had to be replaced by National Accounting Standards by the end of 2003. The main reasons for this fundamental change of accounting regulation were preparation for membership in the EU. In compliance with the EU acquis and the influence of the National Accounting Council, accounting reform started to be realized. The result was another sequent step in rebuilding the regulatory system. Decrees issued by the Ministry of Finance became part of the regulatory system196. The structure of accounting regulation for the year 2003 differed from previous one. Two levels of accounting regulation system are illustrated in the Table 2. Table 2: Two-level accounting regulation system Two-level accounting regulation Rule Rule-making body 1. Accounting Act Ministry of Finance 2. Decrees Ministry of Finance • Regulatory guidance for accounting Ministry of Finance • Accounting Procedures Ministry of Finance Source: Prepared by author Accounting Act The Accounting Act as amended, effective as of January1, 2003 differed from the prior amended Act in few requirements. There was no change in using IFRS under the amended Act. Decrees Seven new accounting decrees covering different sectors of the economy were issued (general business entities, banks, insurance companies etc). The substance of these decrees was expressly stated by the Act and involved charts of accounts and the layout of the financial statements. As the other Decrees covered accounting methods only, there was a need for leaving the regulatory guidance for accounting in effect until the end of 2003. Regulatory guidance for accounting procedures gave detailed bookkeeping rules. This arrangement existed until the end of 2003. Layouts of the balance sheet and income statement became part of the decrees from 2003. An option for accounting entities was provided as to the layout of the income statement. Entities could determine prepare income statements with classification by the nature of expenses or the function of expenses. There were still no options for balance sheet layout. On the other hand, important changes were implemented to the chart of accounts, which became mandatory, but have been more flexible since 2003. Regulatory guidance for accounting Regulatory guidance for accounting was used during the year 2003 for the purpose of bookkeeping rules and other provisions not included either in the Act or Decrees. The contents of the notes to the financial statements and data to be published from financial statements were regulated temporarily by regulatory guidance for accounting until the end of 2003. 196 Decree on Accounting for Business No 500/2002 Col. as amended by Decree No. 469/2008 Col. 260 Third stage covering years from 2004 to present Changes to the regulatory framework were completed as of January 1, 2004. Regulatory framework was enlarged into three separate levels. Regulatory guidance for accounting was replaced by a new phenomenon in Czech accounting, National Accounting Standards. National Accounting Standards are standards only by name. The idea of National Accounting Standards was introduced by the legislator into the Act on accounting and came into force since 2004. There is a separate article in the Act determining who is allowed to develop National Accounting Standards. The article determines Ministry of Finance or any legal entity selected in public tender. This is historically the first moment when Ministry of Finance admits the possibility of existence a rule-making body that differs from Ministry of Finance. Ministry of Finance introduced National Accounting Standards into existence. Standards should contain a description of the accounting methods or procedures. The content of the standards may not be inconsistent with the provisions of the Act on Accounting and other statutory provisions or circumvent their purposes. The application of standards by accounting entities shall be regarded as compliance with the provisions on accounting methods pursuant to the Act. The rules for the development and issue of the standards may be specified by Ministry of Finance in implementing statutory provisions. The issue of the standards shall be promulgated in the Financial Bulletin. Ministry of Finance shall keep a register of the standards issued. No public tender was announced till the end of 2003 and therefore National Accounting Standards were written and issued by the Ministry of Finance exclusively. Introduction of the Czech Accounting standards seems to be a positive element of the Czech accounting regulatory system. Contrary is the case as standards are not developed under the due process. Standards are developed and issued by the Ministry of Finance only. This kind of regulatory system has several disadvantages. Accounting standards, in majority of cases, don’t reflect economic transactions from every-day business life and therefore development of these standards aren’t a natural consequence of “best practice”. Standard setting process where there is an absence of correction from public suffer from defectiveness in different aspects (lack of responsibility for rule making process, poor understanding of accounting issues etc.). Accounting stops to play the role of natural tool for decision making in business process. Decision makers seek information for their decision different from accounting. The concept of “Best practise” is an immanent feature of the accounting regulatory system, where part of regulation is built up separately from the law system. The current Czech accounting regulatory system proceeds from the system with following characteristics: Rigid regulatory accounting guidance; Exclusion of public participation in the process of setting accounting rules; Low impact of accounting profession Three levels of accounting regulations have been in force since beginning of 2004. The system of three level accounting regulation is demonstrated in Table 3. 261 Table 3: Three-level accounting regulation system Three level accounting regulation Rule Rule-making body 1. Accounting Act Ministry of Finance 2. Decrees Ministry of Finance 3. National Accounting Standards Ministry of Finance OR Independent Professional Institute Source: Prepared by author Accounting Act The Act as amended, effective as of January 1, 2004, includes fundamental changes. The amended Act incorporates implementation of IFRS as required under European Union regulation. Use of IFRS has become obligatory for consolidated accounts of publicly traded companies since May 1, 2004. Requirements of the 2002 Regulation on the application of IFRS has been extended to annual accounts of publicly traded companies if their securities are admitted to trading on an EC regulated market in the Czech Republic. There is a new provision concerning IFRS since January 1st 2011. All accounting entities belonging to the group are allowed to prepare even their separate financial statements in compliance with IFRS. Cash based accounting for general business enterprises was eliminated from the Act and became part of tax evidence under the tax law. An obligatory simplified accounting approach has been introduced for small entities (under specified conditions). Decrees Decrees are separate for different accounting entities. Amended decrees set out the accounting procedures with primary emphasis on the substance of transactions. The mandatory but flexible chart of accounts from 2003 remains in effect. Amended decrees demand higher qualifications for accountants. The balance sheet and income statement finally consider aspects of materiality and aggregation, and the income statement continues to allow classification by nature or function of expenses. National Accounting Standards National accounting standards are an integral part of the three levels of accounting regulation. Standards are issued by the Ministry of Finance197. They are not developed under due process, where organizations or individuals submit their suggestions. Standards are issued separately for different accounting entities and determine admissible accounting method or procedures. National accounting standards were issued in 2004 for the first time. Standards in effect as of January 1, 2004 were revised several times, mostly to eliminate conflicts and redundancies. Impact of IFRS has very special consequences in accounting regulatory system in the Czech Republic, where the only regulatory body of accounting is the Ministry of Finance. To realised convergence of the Czech accounting standards and IFRS to high quality solutions, there should be strength the position, role and impact of the accounting profession in the regulatory accounting system in order to develop national accounting standards through a formal system of due process. 197 Czech Accounting Standards 1-23 in effect as of January 1, 2011, issued by the Ministry of Finance in compliance with article 36 of Accounting Act No 563/1991 Coll. as amended by Act No 495/2005 Col. 262 Solving above mentioned most urgent issues, the National Accounting Board could bring about convergence of national accounting standards and IFRS to high quality. Rather pessimistic conclusion originate from the fact that the Ministry of Finance doesn’t respect accounting practice and rarely are able to follow the latest development of worldwide development of accounting, especially IFRS. This seems to be the greatest obstacle and disadvantage of regulatory system developed under the influence of the codified Roman law system. And the last but not the smallest obstacle that has to be taken into consideration, describing the process of construction of the accounting system, is a strong influence of taxes. Conclusion Impact of IFRS on the regulatory systems has different stress in different European countries. At the same time, when Regulation (EC) No 1606/2002 on the application of international accounting standards with requirement for the use IFRS since 2005, there is an interesting appearance in the Czech accounting. There is a definite endeavour of the Ministry of Finance to implement some of the best practise of accounting professionals, worldwide respected, into the Czech accounting standards. This endeavour brings sometime very complicated situations and causes breakdown of the accounting system. Some methods, measurements or rules, used in IFRS, are implemented into the national accounting system partially, incompletely or even without the knowledge of the far-reaching consequences. Ignorance of far-reaching consequences of accounting rules brings every year companies to courts, to higher costs and to loose confidence by users of accounting information. The poor quality of the Czech accounting standards leads, in many cases, to their breaking. Accounting entities, especially those owned by foreign companies or those reporting to parent companies, treat their transactions in compliance with fair regulations even if this treatment breaks Czech law for accounting. Consequence of this practice is that rules are used differently for treatment of the same cases. This brings complications to audit and preparers of financial statement as well. Auditors, preparers of financial statement and users too, often doubt whether to prefer substance of the transaction or legal consequence of the transaction. Accounting regulatory system in the Czech Republic, similar to some other EU member countries, illustrates situation where standards are introduced into accounting regulatory system as a separate regulatory level. Accounting systems, where development of standards and due process is described in the case of the Czech Republic and that is realized by the Ministry of Finance only, has several disadvantages. Accounting standards, in majority of cases, don’t reflect economic transactions from every day business life and therefore development of these standards aren’t a natural consequence of “best practice”. Standard setting process where there is an absence of correction from public suffer from defectiveness in different aspects (lack of responsibility for rule making process, poor understanding of accounting issues etc.). Accounting stops to play the role of natural tool for decision making in business process. Decision makers seek information for their decision different from accounting. The main stumbling block in this kind of regulatory systems is that some methods, measurements or rules, used in IFRS, are implemented into the national accounting system partially, incompletely or even without the knowledge of the far-reaching consequences. Ignorance of far-reaching consequences of accounting rules brings every year companies to courts, to higher costs and to lose confidence by users of accounting information. The poor quality of the Czech accounting standards leads, in many cases, to their breaking. Accounting entities, especially those owned by foreign companies or reported to parent companies; treat their transactions in compliance with fair regulations even if this treatment breaks Czech law for accounting. 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