British business has a limited window to make the most of international opportunities arising from the London Olympics. That is according to a paper from Deloitte, the audit firm that’s the official professional services provider to London 2012. See more in the September print issue of Professional Security magazine.
According to the firm, the focus will quickly shift towards emerging markets such as Brazil, Russia and the Middle East as hosts of forthcoming Olympic Games and World Cups, so British business and Government must act quickly to capitalise.
The analysis argues that the skill and efficiency with which the Olympic programme has been delivered has provided a massive reputational boost to British business, whilst publicity surrounding the Games is having a marked impact on overseas’ consumer attitudes to the UK, especially in coveted markets like India and China.
David Sproul, Chief Executive of Deloitte, said: “London 2012 is the biggest single showcase for British business in decades. A successful event will be noticed by consumers, businesses and governments around the world, giving British companies the opportunity to capitalise on this moment in the spotlight. Yet, these opportunities will not arrive automatically. An export boost will require targeted investment and promotion from Government. In conjunction with individual businesses and trade bodies, the Government must provide leadership and investment to promote the UK’s competitive advantage.
“This demands wider thinking – we are not only promoting our success in staging a major event, this is about Britain’s world class skills in technology, security, operational planning, complex programmes, digital communications and many other sectors relevant to a huge swathe of business and governmental challenges the world over.”
