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UK business receives good scores for its managers, products and trade in financial services, though the verdict is more favourable in the developing than in the developed world. On balance a 'Made in the UK' label predisposes young people to buy British.

Tell me the extent to which you agree or disagree with this statement:
'(Country name) has many 'world-beating' companies.

As in science and technology, young people saw a clear qualitative difference between the USA and Japan on one hand and Germany, the UK and France on the other. Germany headed the European league, but its lead over the UK was only five percentage points.

Despite being ranked in fourth place, there was in fact a massive vote in favour of UK business: three people out of four across the 17 countries agreed that the UK has many world-beating companies and in no country did fewer than half agree with this statement. Moreover, the percentage agreeing was even higher - 83 per cent - among MBA students taking part in the survey. Argentina, which elsewhere tended to give the UK average verdicts, was especially enthusiastic. Here 42 per cent of young people 'strongly agreed' with the statement and 43 per cent more 'tended to agree' with it.

The statement was least supported in Japan, Korea and Singapore, where between 13 and 18 per cent of young people disagreed.

Does knowing that a product or service is British make you more or less likely to choose to buy it?

The survey found that five times as many young people would be favourably influenced than would be deterred by knowing that a product or service was British in origin. As before the positive vote tended to be highest in low income countries, though it is interesting to note that a 'Made in the UK' label also constituted an incentive to buy in Hong Kong, Japan, Singapore, Thailand and Argentina.

At the other extreme UK provenance was found to be a low positive influencer in Spain.

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