Germany Country Performance, Nation Brand Image and Reputation

Germany: How does Europe’s political leader perform according to indices of doing business, talent attraction and environmental sustainability? What are the pros and cons of living in EU’s most populated country? How strong is Germany’s economy compared to other global leaders? Read about the country’s reputation and competitiveness, and the performance of Germany as nation brand.

Let's take a closer look at:

  • Germany's economic competitiveness;
  • How well Germany attracts and manages to retain international talent;
  • Germany's soft power and its performance in digital searches;
  • Germany as a "Good Country";
  • Environmental sustainability performance of Germany.

Germany’s economic competitiveness

Is Germany an attractive place for starting a new business?

World Bank’s 2018 Ease of Doing Business index ranks Germany as the 20th best country for doing business. It does best in resolving insolvency (4th) and helping get electricity (5th), but there are some aspects of entrepreneurship in Germany that are much less appreciated. For example, Germany ranks 113th in the dimension that evaluates the ease of starting a new business. One reason for this might be the comparatively high amount of capital required for starting a business (GmbH), and the bureaucracy involved. On the other hand, the country has shown impressive stability throughout the last decade, with the same spot in the ranking this year as it had in 2008.

WEF’s Global Competitiveness Index gives Germany a much more favorable position — 5th in its 2017-2018 edition. Germany's strongest pillars are the market size, business sophistication and innovation (all ranked 5th). The country’s general performance in this index is very strong and the only dimension not in the top 20 is institutions (21st). Compared to 2008, Germany’s performance in this ranking has improved by two positions.

Talent attraction

Is Germany an attractive place for talented workers?

Germany ranks 19th in the 2018 Global Talent Competitiveness Index. In the European region, the country’s position is 13th. This is relatively low, considering Germany’s strong and stable economy.

The study brings out that Germany is one of the leaders in vo­cational and technical skills (4th), while its global knowledge skills are evaluated much lower (30th).

Five years ago, Germany’s capacity to attract and retain talent scored slightly higher — 16th — in the same index.

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The Editorial Team

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