Upload
giannisgennarakis
View
27
Download
0
Embed Size (px)
Citation preview
McKinsey&Company, Athens Office
10
2011
WORK IN PROGRESS
2
3 10 :
5
1. 7
2. 11
2.1. 142.2. 17
3. 25
4. 33
4.1. 35 4.1.1. 35 4.1.2. 38 4.1.3. 41 4.1.4. 46 4.1.5. 49
4.2. 53 4.2.1. 55 4.2.2. 57 4.2.3. 59 4.2.4. 61 4.2.5. 62 4.2.6. 64 4.2.7. 65
4
5 10 :
10 , , , .
, , , . , ( ) - ( ), , .
, 100 .
10 2010, 2011 McKinsey & Company . , McKinsey & Company , McKinsey & Company.
. , . McKinsey & Company (www.mckinsey.gr).
61.
71.
, . . , . , . , , . , , . , , 17%.
, , . . . - , , () . , , . , , 15-20 . .
. , , . , , 2010 19 .
. , (.. , , , ). , , 27% 250 34% 54% . 4
10 :
8 2000-2008, . 97% , , , 71%. .
. , . , , , . / .
10 . , 49 . 1 (55 . ) 520 10 - . 1,5% , 3% .
- . .
, , . fast track 2004, , , . , , . , (Economic Development and Reform Unit) , .
1 = - +
9 10 :
. , , . , (), , . , , , . , , . , , , . , , . , . . , .
(Executive Summary) . . , , .
10
2.
11 10 :
2.
, . 2002, . , , , . 2009, 15% . 2008-2010 1,5%. , .., 150% 2011.
. , . 2000-2008, , , . , , 20% . ( 1).
McKinsey & Company
79
71
87
82
97
2
3
4
1
20
17
17
27
15
1
11
-4
-9
-12 89 .
: Eurostat
2000-085
857 .
628 .
1,170 .
2,654 .
(%) 2000-08
& ()
1 : , , , 2 : , , , , .. 3 : , , , , , 4 -155 , 2000-08,
1
12
... 1981, . . 5%-6% , . .
20 . .. ( 2). , , .
3 . , , 3 , (.., ), . 2010 , .
. 3-4 (6-7 ). , , . , . , 18% 11% ( 3).
13
McKinsey & Company: Eurostat, WIS Global Insight
(non-tradables)
(tradables)
28% 32% 31%
10% 12% 12%
16%9% 7%
7%6%
5,078 bn
7%
11%
14%
2%
16%
2,764 bn
7%
11%
211 bn
9%
18%
3%
9% 15%
8%
3
, 2008
1
&
2
1 , , , 2 , , & , , , , 3
3
McKinsey & Company: World Travel and Tourism Council
2000-2008
34% 35% 40%45%
66%
66% 65% 60%55%
34%
30%
70%
12 36 17 6 61 5
, .,
2
10 :
14
2.1.
. , 2007, (-15) 15% 35% (11% 33% 2009). , , ( 4).
, . 2009, 40% 29% 15 ( 5). , $35 , $49 -15, $42 $55 .
, . , ( 6).
, , . 15% ( 7).
, . 66% , 73% -15 70% .
, . , 69% 38% ( 2009).
( ) : .
, , . , , , . - .
15
McKinsey & Company: , Global Insights; Eurostat; The Conference Board Total Economy Database
303135373846
2009 $ PPP
2009 $ PPP /
1
0,410,420,45
0,460,47
0,46
656766666768
706673747774
889191929291423549554858
713882706668774793
1,82,11,61,51,61,7
2009
1 2 3 4
1 : , , , , ..2 : , , , , , 3 -154 : , , ,
4
10 :
. ( ) , . , .
16
McKinsey & Company
2009 PPP, $
0
0.7
1.6
0.8
2.4
7.5
8.5
:The Conference Board; International Monetary Fund; Eurostat; Global Insight; OECD; McKinsey Global Institute
-0.5
0.8
0.3
1.2
7.4
2.2
9.2
-0.4
1.2
1.9
1.5
0.2
12.1
16.0
-1.5
0.1
4.1
0.6
7.3
19.0
15.0
6
McKinsey & Company: The Conference Board; International Monetary Fund; McKinsey Global Institute
2.4
0.7
1.6
1.1
1.1
2.0
55
49
42
35
48
58
, 2009 , EKS$1
, 19992009 , %
-40%
-29%
1 Elteto-Koves-Szulc
-17%
5
17 10 :
McKinsey & Company
- ,
1PPP 2005 USD/
: EU KLEMS; McKinsey Global Institute
-181
2413
-29
141
2257
52
-511
1 , , ,
7
2.2.
: () , () , () , () , () ( 8).
.
, . , 30% . , 15% 5%. , 40% 250 ( .. 27) ( 9).
, . - (
18
, ), , . , - ( 10). .
McKinsey & Company
A
B
E
2
4
5
3
6 7 8
9
12 - 13
10
( ) 14 15 ,
16
17
1
(.., )
11
8
19
McKinsey & Company
1.4
0.8 0.8 0.9 1.0 1.0 1.0 1.0 1.1 1.1 1.2 1.2 1.2 1.2 1.3 1.3 1.3 1.3 1.4 1.4 1.4 1.5 1.5 1.5 1.6 1.6 1.6 1.9 2.3 2.4 2.4
: OECD; IFC; ILO; World Bank; McKinsey Global Institute
60,000
55,000
50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
2.42.22.01.81.61.41.21.00.8
2008 , 1990 PPP $70,000
65,000
10
10 :
McKinsey & Company: Eurostat Structural Business Indicators, EL STAT
/, .. E-27 (250+=100)
67
5610-49
100
49-250
250+
0-9 39
, 2009
25
28
27
29
25
25
30
26
54
47
48
34
28
26
19
27
0-9 10-49 49-250 250+
30 17
20 31
15 34
14 32
11 26
7 18
6 18
5 15
9
20
.
, . , . World Economic Forum . , ( 11).
, , .
. , , ( ) . , , . . .
McKinsey & Company
40
45
50
55
60
010203040506070
1% , 2009
WEF , 2010
:; WEF 2010-2011
1 , , ( )
11
21 10 :
.
. , , , . , , .
, ( 12). . .
McKinsey & Company: 2009. DG EMPL calculations using EU LFS data
1%
1416
181919191920
212223
23
26
292930
GRSEITBEROCZPTHUDEPLFREEUKFIESDK
1 = (+)/ : 2002-07, 2002-04
12
22
.
, , (.. ), (.. ). , , .
, . , 8-9 3 . 2-6 . , , . , .
.
, 30% . . 2009 15-20 . , . 7%-9% 60%-80% 2010. , , . , , . ( ), ( 13).
, . , .
23 10 :
McKinsey & Company
,
(.. /)
, ,
:
1
/
2
3
, , - (.. , , )
/
, /,
,
(self service) / , ,
13
24
3.
25 10 :
3.
. .
. . :
, , . , , , , .
. . , .
. . , , . .
, . . , .
. , . , , . . .
26
, , . , , . , . , , , , ( 14).
; . , . ( ) 15-20 , .
, . , , .
McKinsey & Company
(2010) .. (2021)
( $ PPP)1
31 41
49 . , 1,5% , ~3%
($ PPP/ )1
35 41-43 1,0% -
1,3%
30% 15%-20%
2 14% 20%-25%
%
94% 75%-80%
% 14.5% 20%-23%
( 20%, 23%)
%
-8.5% 0%-2%
1 20092
14
27 10 :
, . , , . , , , , , , .
, . () 49 (~55 . ). 2021, . 520 . , 18 . . 9 . 6 . 4 ., 5 . , , 7 . ( 15).
1,5%, - 3% . 1,5% (.. ), . , (.. ) (.. ) . , 20% ( 16).
, . . 7 . 16,5 . 2021, ( 17).
28
McKinsey & Company
15
1910
13
20
22
24
13
9132
+491(+59%)
2021
45
22
2016
104
34
18
5
2010
83
27
13
8
2
470520
610240280
360810720
780
2.800
+520 (+23%)
2021
870
80
100
2016
2.430
770
80
60
2010
2.280
650
80
30
1 ~55 . : 2009 2010
~49 . ~520.000
, 2010
15
McKinsey & Company
() . 2010
.
2021
271
132
139
2010
203
83
120~1.5%1
~5%
2021
5.0
2.8
2.2
2010
4.4
2.3
2.1
~3%
0.5%
2.0%
1.3%
1.0%
2.7%
1.6%
5763
2021
542
47
2010
462
36
~20%
1 ~1,5%2
16
29
McKinsey & Company
*
. , 2010
*: : , , ( ) , /
2021
16,5
8,6
0,71,2
2,7
3,3
2021
7,3
3,0
-0,5
0,20,8
1,3
2,5
10 :
17
100 . :
, (fast track) 2004. . .
, ,
( ) .
,
30
. , (, -, .) .
, , 7 ( ), . , , .
. . , , . .
.
18 & 19 20 . , .
31
McKinsey & Company
(1/2)
/ /
-
A
-
B
10
Fund 10 ( )
4
(.., , , )
- (.., , )
3
(), , ,
1
2
( )
9
Fast Track 2004, :
6
IPSAS/IFRS
11
,
8
,
7
(.., , , )
5
12
18
McKinsey & Company
(2/2)
/ /
,
20
(.., , ) (. )
portal (. )
(. )
(internship) (. )
14
-
E
(.., , , )
18
17
/
13
15
-
7
(
, )
16
/,
19
19
10 :
32
4.
33 10 :
4.
. .
( 20). 125 . ( 60% ) 3 . ( 70% ). (, , , ) 42% . , ( 50% ) . , , 8% 11% , . 18 . , 3 . ( ).
- ( ), - . ( ), , , , , , . 20 (.. , , , , .), ( , , , ...) ( 21).
520 49 . .
.
34
McKinsey & Company
-
-
o ( -)
/
6
3
5
2
4
1
87
( )
HQ - / - outsourcing (.., , )
McKinsey & Company: WIS Global Insight; EU KLEMS 2009; Eurostat
6 5 ( ) 6 6 7 8 93 9 142 17 1 38
185147
9348
29253
55149
356492
783
% 000, 2010
% . 2010
12 15 18
228310
370
/ 20 6
7 9
319116
125 .
45 .
20 .
16 .
19%8%7%4%4%4%3%3%3%2%3%
18%11%8%1%
13%1%7%1%2%3%4%
9%7%6%
8%7%6%
10% ~0%
5%3%
3%7%
1 2 3 , -
20
21
35 10 :
4.1.
4.1.1.
15% . , ( 70%), . , , ( ). , 3%-4% .
, , , . ( 22). (52% 3 ), . . , , , . , . , , ( , , , ). , . , (.. ) . , , . , , , .
, 13 , ( 23):
. ( : , , , : , , ) ( ) . , ( 62/38 55/45 / ) , , ( 24)
36
McKinsey & Company
, %, 2009
0.4
1.2
3.4
3.1
1.8
0.6
5.2
6.6
0.9
1.2
0.9
0.7
~0
~0
0.9
~0
~0
~0
~60 ~35~33
0.3 0.2
, 2004-09
: Euromonitor
2
4
3
14
16
~22
0.8
1
4
13
5
3
20
0
2
5
5
9
4
-
5
11
4
/
28
~59 ~23~32
-1.4 -0.2
1
5
7
10
12
3
~81
0.1
-0.2
22
. 2-3 (30-35 3-4 / ) ( 25). .
. , ( ).
. . , , (.. , , , , .
2021, 18 . 220 . 3 ., 9 . .
37 10 :
McKinsey & Company
:
432
10
-1
-2-3-4
-5-6
2010
111098743210
0.7
0.9
1.3
1.7
% 2005-20101312
65
2.2
, .
-8-6
-4-20
246
810
121416
1820
9080
% 200409
3020100
MICE1
Wellness
.
11010070
1 Meetings, Incentives, Conferences, Exhibitions
: Euromonitor; WTCC
24
McKinsey & Company
1 Meetings, Incentives, Conferences, Exhibitions2
-
A
B
(.. , /, marketing, /) -
affluent/mass (>3.5%-4%) : . , , ,
- , , (>1%), (>1%), (>0.5%)
1
Sun & Beach affluent-mass (45/55) City Break , MICE1, /yachting (>25% ) 2 (15-20 , ~50 )
2
brand marketing 3
(.., Visit Greece portal)4
: , 2
5
, Schengen
9
, / 2-3 (.. , , )
10
: 3-4 (), 30-35 ( 60-65)
6
( ) 3-4 City-Break MICE1
7
( ) 11
( ) -
12
fast-track ( )
8
13
23
38
McKinsey & Company
21%35%
30% 32%
17%21%
12% 8%
41%34%
52% 56%
6%
9.4
4%
296.34.9
10%
23.8
21%
1 .
2
2009 .
.
: G. P. Wild
1 2
25
4.1.2.
4% . (.. ). 2000-2008 ( ), . .
( 26), . , 10%-40% , 5%10% . ( ) , . , . .
, , , . ,
39 10 :
(upstream), . .
, 14 4 ( 27) .
( 28) . , . , 1 . 2021.
. , ( ), , .. , .
. , C 202020 .
. , , .
9 . 1 . .
40
McKinsey & Company
/
A
B
2
(smart metering) () ( ),
5
(.. ) / (.. CSP)
11
tradeoffs 202020 , , , /
8
11
price and cap
6
(.. )
4
(, )
10
13
( )
13
( )
7
9
(.. )
12
( : 7-10 )
14
27
McKinsey & Company
MWh/
14.812.717.814.215.8
: Eurostat; Enerdata; DG
11.78.35.64.16.8
GWh/
1.01.62.42.62.3
29.826.325.519.623.3
MWh/
MWh/
/
. (, )
4
(: )
, ( )
2008,
26
41 10 :
McKinsey & Company
10
2010-2021
TWh
~20%
10295
88
83
88
0
10
20
30
40
50
60
70
80
90
100
110
20182016201420122010
-19%86
2021
: CO2
0,4
0,4
0,5
1,1
1,4
1,8
HVAC 2,4
3,3
8,0
19,3
0,1
0,2
6,8
1,2
2,3
0,7
0,0
0,4
12,7
1,0
TWh
5,8
0,5
0,1
1,9
0,5
0,7
0,7
0,2
0,2
- -.
1,0
(CapEx).
28
4.1.3.
20 ., 21% 15% .. 13% 8% . , , . , .
, , (>100 ) , ( 29). , .
, : () , 30% 20% , () , 25% 35% () , 10% 3% () . ( 30).
42
McKinsey & Company
100+
100
37
108
199
3
5
20
23
23
41
88
105
179
376
513
&
&
# , 100+
100+
29.8
21.9
11.6
10.4
6.3
6.1
5.1
2.4
2.2
1.3
1.2
1.3
0.3
0.2
: , - media - : EL.STAT, 2006 ( )
0.6
0.1
0.2
0.1
0.6
0.1
0.2
1.0
1.0
0.3
0.1
~0
0.1
0.3
29
McKinsey & Company
, , -
. , 2010
-
2010
17.0
5.8
4.5
- 2
1
-1.9
-6.2
-17.6
-25.9
# , 2007
/. , 2010
. , 2010
386,049
169.5
128.9
-38,859
-24.8
-10.1
13.0
7.1
1.7
4.0
-3.677.55.0
1.7 -0.210.4 0.2 -0.4
1 , , , , / , /2 /, , , , , , , & , , ,
, , , , , , : Global Insights ; Eurostat
30
43 10 :
, .., . , . , , , , , . . , '' . .
, , , , , , .
, , . . 3 60% . , , 1 , ( 31) , . , 28% 30% . .
12 ( 32-33).
. , , . . , , , . , , , ( 34).
44
. , ""/branding, (.. ), , , ( ) .
. 4-6 ( , , ), .
. ( ) , .
2021 ( ) 6 ., 120.000 1,2 .
McKinsey & Company
,
. , 2009
1
150
136
107
75
55
47
47
42
36
32
30
23
150
16
230
332
364
382
431
492
492
638
794
1092
1404
1500
166
2493 246
46412 4521
10
0
3
2
5
13
5
4
3
5
12
7
0
17
7
2 3
3
3
5
60
- % - 2009
: 2.1/
: 3.1/2
: Comtrade
~50%
1 2
3
15 , 8%, 92%
31
45 10 :
McKinsey & Company
(1/2)
A
B
& (.., /
, convenience / premium ) ) (.., , , ) ) gourmet (.., , )
( #10)
3
,
(.. , )
5
: , , /, : , , , , ,
1
HO.RE.CA
2
(.., , .)
(.., , .)
4
6
(. #7)
32
McKinsey & Company
(2/2)
, .., ( 100-
150 ) , (.., , , , ),
( ...) (.., , , )
( #1)
( ....) : , logistics ( )
( ) ( #1): (KAM)
( #1): (KAM)
: (KAMs)
9
10
7
8
11
12
33
46
McKinsey & Company
1 , 2 , 3 83% 4 SOURCE: UN Comtrade; Euromonitor; websearch
12009; .
-
. &
4
CAGR>+5%
CAGR
47 10 :
, . ( 35), . , , . . ( 36)
. / , , . , (.., , , ) ( 37).
. , , , ( ).
. ( ) , , ( ).
. , .
2021 ( ) 4,5 ., 140.000 2,7 .
48
McKinsey & Company
,
A
B
( )
5
9
, ( #4)
8
( ) ( ), (.. )
7
(.., , , . , , )1
& : / (.., , , , , )
: / :
2
, -
( )
(.. )
3
(- )
4
( ....) : , logistics ( ) ( )
6
36
McKinsey & Company
, 2008
60,955,8 137,4180,3
: FAO; Eurosat; Terrastat
/ //
EUR .
EUR/
1
/
2
: 20081 2 3 ,
4,025,828,3
6,8
0,20,30,20,3
2499135
28
3
/
/ (%)
/
39%52% 72% 61% 79%48% 21%28%
2,716,59,34,3
12242416
1,1
12,47,1
2,1
228
1913
35
49 10 :
McKinsey & Company
-40 -30 -20 -10 0 10 20 30 40 50
500
1,000
0
6,000
5,500
5,000
4,500
4,000
3,500
2,500
2,000
1,500
,
3,000
: FAO; UN Comtrade
/
( )
(-)/( )
I
III
IV
II
I /
II
1 2008,
IVIII
37
4.1.5.
19% 18% . , . , / 50% .
, , 30% - 40% ( 38-39). ( 40):
. , , . , / , . , . . ( 41)
. , (), ,
50
, , .
. , . , .
. , . (private label, 12% 24% ) (6% 13% ).
10 ( 42).
, . , ( , .), (.. Stiftung Warentest ). .
. , , . (.., , ), .
, . 22% 1,5 . , 4 . (2,5 . 1,5 . ), 600 .
51 10 :
McKinsey & Company
.. PPP 2000
306339383455483559563648659674694762770828
982 -43%
ATBLGRPRITFNSPDEFREU-151DNNTIESWUK
PPP 2000
914171818222223
26262727282930 -39%
PRGRUKATIESPITEU-151DENTSWDNFRBLFNFN
: Eurostat (, , ); EU KLEMS (, PPP); Euromonitor ()
2, 2007
30% - 40% 151
152
: NACE 52 Rev 1.1 1 -15 ; 2
25 28 30 28 30 25 26 24 18 16 22 21 16 727 -34%
1,255 939 698 737 725 762 722 648 469 589 345 448 325 374481 -41%
,
, 2000
38
McKinsey & Company
9141416171820202124
2626262832
EU152-34%
141617171920202223232525272727
-25%EU152
81418191921222222
262727272828
EU152-36%
182121222428282830303235
383839
-41%
EU152
: Eurostat ( , , ); EU KLEMS (Deflators, PPP)
-
---NACE 52.11 & 52.2
-NACE 52.41, 52.42, 52.43
---NACE 52.12
-NACE 52.3
, PPP1, 2007
1 2000; 2 -15
26 26 26 30 28 25 23 25 18 15 20 16 18 717 -27%
31 27 26 22 28 30 19 24 25 18 23 23 16 622 -31%
30 23 31 21 25 24 24 21 19 25 20 20 19 1118 -18%
32 42 36 34 27 32 31 28 31 21 28 16 25 2134 -34%
152
, 2000
39
52
McKinsey & Company
30-40
- 151
10-15
(.., , , )
9-10
5-10
2-5
1
1 -15
40
McKinsey & Company
2007
52
27
27
26
21
15
13
48
73
73
74
79
85
87
119.0
100% =
/
197.6
95.3
171.0
5.8
19.6
26.5
, ., 2009
: Euromonitor, Hellastat, Global Insight (WMM), McKinsey Global Institute
125126
133121
88 76 89104
77 68 87
116
100=
Discounter/
55
65
69
37%
48%
22%
41
53
McKinsey & Company
,
A
B
/
:
5
4
:
(.., )
(.., Stiftungs Wahrentest)
3
(.., , ..)
10
(.., , , )
2
9
(.. )
8
, , , ..
7
1
:
(.., / )
6
42
10 :
4.2.
, . - , . , , , . - , .
5-10 , , , , , , . , -, , , . , 7 . - - 70.000 .
54
McKinsey & Company
(1/2)
(5%-9% ),
(~1,2 . 2010)
, , , opinion leaders
;
(+13% 2009-2012)
(.. 24 . 8 11 )
(.. 20% )
(.. )
(.., JCI)
(.., , )
( 65+ 19% 32% 2010 2050)
( , )
43
, . , -, .
43-44 , .
55 10 :
McKinsey & Company
(2/2)
-
(19 . TEU* 2009 ~9% 2004-2008)
(.., ) (.. )
,
(.., )
-
(~80%) (2.8%)
( 4%-18%)
/
, (.., ), 80% 40% -27
56
). , , . , ( ) , . (.., -) , (.., ) .
, . , , . , , , .., . , .., , , , .
. , , , (.., , , , , ). , . , . , .
. , , , . , , .., Private Equity Venture Capital. , , .
57 10 :
McKinsey & Company
: IMS Health; MIDAS Market Segmentation; MAT Dec 2009
, 60%
:
90%
30%-80%
1 , 2009
97
9593
90
8585
85
8379
76
6562
58
3832
57
10
1515
15
1721
24
3538
42
6268
.
3
>90%
60-90%
58
McKinsey & Company
/
( 60%-70%) (, , )
(.., , . ) (.., ) ( 1.5%-2% )
: : 10
, ( )
/: ; ( )
, (.., ) (.., )
() :
(.., bluefin tuna) (..
yellowtail)
46
:
, : () (.., , , ), () (.., , , , ), / () ( 46). , (.., road-shows , , sushi 1980), .
, , , . , , (.., ) .
59 10 :
, . , .
4.2.3.
15 . ( - -) - (.., , ) , 3-4 - (.., ) ( 47).
, / (.., ) , (.., , , ).
, . , Joint Committee International ( ), 43 , 21 14 . , , . - , , , (.., ), .
, - :
. - (.., , , , ), - (.., , ), () , & , , , , (.., , . ). (.., JCI) ( Johns Hopkins Hospital, Cleveland Clinic, Sloan Kettering Harvard Medical School, , Tokuda Hospital ), . -,
60
, ( ). brand .
, , , - , . , , / . , (.., 60 ) (.., , ) .
. . World Eye Hospital , 5.500 , 2.000 .
. - . , -, (.., tour operators).
-, , , , online , , (.., tourism wellness). (health resorts), , wellness.
61 10 :
McKinsey & Company
,2009
-
-
-
-
-
( )
, /
24 ,
,
--
-
2009-2012E
~13% ~16%
100% =
-
-
4-5
~4-5
~0.1
, .
14-18
12-15
2-3
: Deloitte, McKinsey Quarterly
47
4.2.4.
, ( 48), , ( 65+ 19% 2010 32% 2050, 25%) ( 2006, 80% 65+ , 37% ). - , ( , GBP4 . GBP23 .). , .
, , (.., , , -, ). , , . , , , , .
62
McKinsey & Company
, 2006
: Milliman, German Federal Statistics Office
40
20
26
27
14
100% =
65
EUR 236.
6
47
82.
20
48
4.2.5.
, , 19 TEU (Twenty-foot-container Equivalent Units) 2009 ~9% 2004 2008 ( 49).
( ): (trans-ship-ment), , , Gioia Tauro , (gateway), , , 10% - 15%.
, Varna , Ambarli Costanza , (.. ) (.. 50% / ). ,
63 10 :
, .
, , :
, / .
.
(.. ).
McKinsey & Company
: Drewry
TEU ., 2009 2004-08 (%)
. 2.6
. 6.0
- 8.7
12.8
19.2
3.9 2.9
4.9
2.93.0
18.9
7.0
52.1
19.2
-
49
64
McKinsey & Company
-27
: Eurostat Structural Indicators, Mavropoulos et al.
21
5 12 83 10 90 12 11 78 13 87 16 84 17 8 75 18 19 63 20 80 22 78 25 75 25 74 31 10 60 32 32 36. 34 9 57 36 12 53 36 12 52-27 40 19 41 41 59 44
51 5 50 46 4 51 49 51 30 19 62 33 5 66 32 67 32 67 29 3
/
(.., , )
80% , -27,
50
4.2.6.
, 62% 1990 2007. , ~15% 27, .
80% , 40% 27 10% ( 50).
(.., , , ) .
, , /, . , 40% ( 54% ) , 60-95%.
. ,
65 10 :
4.2.7
, -, , . , - :
. , 50 ( ), ( ) ( ) - .. , , , . , , , .. miracle hazelnut , chorizo . , , value proposition , .
. , , . , , Stanford Harvard Oxford Cambridge , . / ( , ). , () , , () (.., , ), () () , .
66
67 10 :
68
McKinsey&Company, AthensSeptember 2011Copyright McKinsey & Company www.mckinsey.com