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Location Strategy

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J
Joanmaines

The document discusses various location strategy considerations for operations management. It covers factors that affect location decisions such as labor productivity, exchange rates, political risks, and proximity to markets/suppliers. Methods for evaluating location alternatives are described, including the factor-rating method, locational break-even analysis, and center-of-gravity method. Specific location strategies for different industries like hotels, call centers, and how companies use geographic information systems are also summarized.

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Operations Management Session 4 – Location Strategies
Outline Global Company Profile: FedEx The Strategic Importance of Location
Outline – Continued Factors That Affect Location Decisions Labor Productivity Exchange Rates and Currency Risks Costs Political Risk, Values, and Culture Proximity to Markets Proximity to Suppliers Proximity to Competitors (Clustering)
Outline – Continued Methods of Evaluating Location Alternatives The Factor-Rating Method Locational Break-Even Analysis Center-of-Gravity Method Transportation Model
Outline – Continued Service Location Strategy How Hotel Chains Select Sites The Call Center Industry Geographic Information Systems
Learning Objectives When you complete this chapter you should be able to: Identify and explain seven major factors that effect location decisions Compute labor productivity Apply the factor-rating method Complete a locational break-even analysis graphically and mathematically Use the center-of-gravity method
Federal Express Central hub concept Enables service to more locations with fewer aircraft Enables matching of aircraft flights with package loads Reduces mishandling and delay in transit because there is total control of packages from pickup to delivery
Location Strategy One of the most important decisions a firm makes Increasingly global in nature Significant impact on fixed and variable costs Decisions made relatively infrequently The objective is to maximize the benefit of location to the firm
Location and Costs Location decisions based on low cost require careful consideration Once in place, location-related costs are fixed in place and difficult to reduce Determining optimal facility location is a god investment
Location and Innovation Cost is not always the most important aspect of a strategic decision Four key attributes when strategy is based on innovation High-quality and specialized inputs An environment that encourages investment and local rivalry A sophisticated local market Local presence of related and supporting industries
Location Decisions Long-term decisions Decisions made infrequently Decision greatly affects both fixed and variable costs Once committed to a location, many resource and cost issues are difficult to change
Location Decisions Country Decision Critical Success Factors Political risks, government rules, attitudes, incentives Cultural and economic issues Location of markets Labor talent, attitudes, productivity, costs Availability of supplies, communications, energy Exchange rates and currency risks Figure 8.1
Location Decisions Region/ Community Decision Critical Success Factors Corporate desires Attractiveness of region Labor availability, costs, attitudes towards unions Costs and availability of utilities Environmental regulations Government incentives and fiscal policies Proximity to raw materials and customers Land/construction costs Figure 8.1 MN WI MI IL IN OH
Location Decisions Site Decision Critical Success Factors Site size and cost Air, rail, highway, and waterway systems Zoning restrictions Proximity of services/ supplies needed Environmental impact issues Figure 8.1
Growth Competitiveness Index of Countries Table 8.1 Country 2006-2007 Rank 2005 Rank Switzerland 1 4 USA 6 1 Japan 7 10 Germany 8 6 UK 10 9 Israel 15 23 Canada 16 13 New Zealand 23 22 Italy 42 38 China 54 48 Mexico 58 59 Russia 62 53
Factors That Affect Location Decisions Labor productivity Wage rates are not the only cost Lower production may increase total cost Labor cost per day Production (units per day) = Cost per unit Connecticut = $1.17 per unit $70 60 units Juarez = $1.25 per unit $25 20 units
Factors That Affect Location Decisions Exchange rates and currency risks Can have a significant impact on cost structure Rates change over time Costs Tangible - easily measured costs such as utilities, labor, materials, taxes Intangible - less easy to quantify and include education, public transportation, community, quality-of-life
Factors That Affect Location Decisions Exchange rates and currency risks Can have a significant impact on cost structure Rates change over time Costs Tangible - easily measured costs such as utilities, labor, materials, taxes Intangible - less easy to quantify and include education, public transportation, community, quality-of-life Location decisions based on costs alone can create difficult ethical situations
Factors That Affect Location Decisions Political risk, values, and culture National, state, local governments attitudes toward private and intellectual property, zoning, pollution, employment stability may be in flux Worker attitudes towards turnover, unions, absenteeism Globally cultures have different attitudes towards punctuality, legal, and ethical issues
Ranking Corruption Rank Country 2006 CPI Score (out of 10) 1 Finland 9.6 1 Iceland 9.6 1 New Zealand 9.6 5 Singapore 9.4 7 Switzerland 9.1 11 UK 8.6 14 Canada 8.5 15 Hong Kong 8.3 16 Germany 8.0 17 Japan 7.6 20 USA, Belgium 7.3 34 Israel, Taiwan 5.9 70 Brazil, China, Mexico 3.3 121 Russia 2.5 Table 8.2 Least Corrupt Most Corrupt
Factors That Affect Location Decisions Proximity to markets Very important to services JIT systems or high transportation costs may make it important to manufacturers Proximity to suppliers Perishable goods, high transportation costs, bulky products
Factors That Affect Location Decisions Proximity to competitors Called clustering Often driven by resources such as natural, information, capital, talent Found in both manufacturing and service industries
Clustering of Companies Table 8.3 Industry Locations Reason for clustering Wine making Napa Valley (US) Bordeaux region (France) Natural resources of land and climate Software firms Silicon Valley, Boston, Bangalore (India) Talent resources of bright graduates in scientific/technical areas, venture capitalists nearby Race car builders Huntington/North Hampton region (England) Critical mass of talent and information
Clustering of Companies Table 8.3 Industry Locations Reason for clustering Theme parks (Disney World, Universal Studios) Orlando, Florida A hot spot for entertainment, warm weather, tourists, and inexpensive labor Electronics firms Northern Mexico NAFTA, duty free export to US Computer hardware manufacturers Singapore, Taiwan High technological penetration rate and per capita GDP, skilled/educated workforce with large pool of engineers
Clustering of Companies Table 8.3 Industry Locations Reason for clustering Fast food chains (Wendy’s, McDonald’s, Burger King, and Pizza Hut) Sites within 1 mile of each other Stimulate food sales, high traffic flows General aviation aircraft (Cessna, Learjet, Boeing) Wichita, Kansas Mass of aviation skills Orthopedic devices Warsaw, Indiana Ready supply of skilled workers, strong U.S. market
Factor-Rating Method Popular because a wide variety of factors can be included in the analysis Six steps in the method Develop a list of relevant factors called critical success factors Assign a weight to each factor Develop a scale for each factor Score each location for each factor Multiply score by weights for each factor for each location Recommend the location with the highest point score
Factor-Rating Example Table 8.4 Critical Scores Success (out of 100) Weighted Scores Factor Weight France Denmark France Denmark Labor availability and attitude .25 70 60 (.25)(70) = 17.5 (.25)(60) = 15.0 People-to- car ratio .05 50 60 (.05)(50) = 2.5 (.05)(60) = 3.0 Per capita income .10 85 80 (.10)(85) = 8.5 (.10)(80) = 8.0 Tax structure .39 75 70 (.39)(75) = 29.3 (.39)(70) = 27.3 Education and health .21 60 70 (.21)(60) = 12.6 (.21)(70) = 14.7 Totals 1.00 70.4 68.0
Locational Break-Even Analysis Method of cost-volume analysis used for industrial locations Three steps in the method Determine fixed and variable costs for each location Plot the cost for each location Select location with lowest total cost for expected production volume
Locational Break-Even Analysis Example Three locations: Total Cost = Fixed Cost + (Variable Cost x Volume) Selling price = $120 Expected volume = 2,000 units Akron $30,000 $75 $180,000 Bowling Green $60,000 $45 $150,000 Chicago $110,000 $25 $160,000 Fixed Variable Total City Cost Cost Cost
Locational Break-Even Analysis Example Figure 8.2 – $180,000 – – $160,000 – $150,000 – – $130,000 – – $110,000 – – – $80,000 – – $60,000 – – – $30,000 – – $10,000 – – Annual cost | | | | | | | 0 500 1,000 1,500 2,000 2,500 3,000 Volume Akron lowest cost Bowling Green lowest cost Chicago lowest cost Chicago cost curve Akron cost curve Bowling Green cost curve
Center-of-Gravity Method Finds location of distribution center that minimizes distribution costs Considers Location of markets Volume of goods shipped to those markets Shipping cost (or distance)
Center-of-Gravity Method Place existing locations on a coordinate grid Grid origin and scale is arbitrary Maintain relative distances Calculate X and Y coordinates for ‘center of gravity’ Assumes cost is directly proportional to distance and volume shipped
Center-of-Gravity Method where d ix = x-coordinate of location i d iy = y-coordinate of location i Q i = Quantity of goods moved to or from location i x - coordinate = ∑ d ix Q i ∑ Q i i i ∑ d iy Q i ∑ Q i i i y - coordinate =
Center-of-Gravity Method Figure 8.3 North-South East-West 120 – 90 – 60 – 30 – – | | | | | | 30 60 90 120 150 Arbitrary origin Chicago (30, 120) New York (130, 130) Pittsburgh (90, 110) Atlanta (60, 40)
Center-of-Gravity Method Number of Containers Store Location Shipped per Month Chicago (30, 120) 2,000 Pittsburgh (90, 110) 1,000 New York (130, 130) 1,000 Atlanta (60, 40) 2,000 x-coordinate = (30)(2000) + (90)(1000) + (130)(1000) + (60)(2000) 2000 + 1000 + 1000 + 2000 = 66.7 y-coordinate = (120)(2000) + (110)(1000) + (130)(1000) + (40)(2000) 2000 + 1000 + 1000 + 2000 = 93.3
Center-of-Gravity Method Figure 8.3 North-South East-West 120 – 90 – 60 – 30 – – | | | | | | 30 60 90 120 150 Arbitrary origin Chicago (30, 120) New York (130, 130) Pittsburgh (90, 110) Atlanta (60, 40) Center of gravity (66.7, 93.3) +
Transportation Model Finds amount to be shipped from several points of supply to several points of demand Solution will minimize total production and shipping costs A special class of linear programming problems
Worldwide Distribution of Volkswagens and Parts Figure 8.4
Service Location Strategy 1. Purchasing power of customer-drawing area 2. Service and image compatibility with demographics of the customer-drawing area 3. Competition in the area 4. Quality of the competition 5. Uniqueness of the firm’s and competitors’ locations 6. Physical qualities of facilities and neighboring businesses 7. Operating policies of the firm 8. Quality of management
Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Revenue Focus Cost Focus Volume/revenue Drawing area; purchasing power Competition; advertising/pricing Physical quality Parking/access; security/lighting; appearance/image Cost determinants Rent Management caliber Operations policies (hours, wage rates) Tangible costs Transportation cost of raw material Shipment cost of finished goods Energy and utility cost; labor; raw material; taxes, and so on Intangible and future costs Attitude toward union Quality of life Education expenditures by state Quality of state and local government
Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Techniques Techniques Regression models to determine importance of various factors Factor-rating method Traffic counts Demographic analysis of drawing area Purchasing power analysis of area Center-of-gravity method Geographic information systems Transportation method Factor-rating method Locational break-even analysis Crossover charts
Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Assumptions Assumptions Location is a major determinant of revenue High customer-contact issues are critical Costs are relatively constant for a given area; therefore, the revenue function is critical Location is a major determinant of cost Most major costs can be identified explicitly for each site Low customer contact allows focus on the identifiable costs Intangible costs can be evaluated
How Hotel Chains Select Sites Location is a strategically important decision in the hospitality industry La Quinta started with 35 independent variables and worked to refine a regression model to predict profitability The final model had only four variables Price of the inn Median income levels State population per inn Location of nearby colleges r 2 = .51 51% of the profitability is predicted by just these four variables!
The Call Center Industry Requires neither face-to-face contact nor movement of materials Has very broad location options Traditional variables are no longer relevant Cost and availability of labor may drive location decisions
Geographic Information Systems (GIS) Important tool to help in location analysis Enables more complex demographic analysis Available data bases include Detailed census data Detailed maps Utilities Geographic features Locations of major services
Geographic Information Systems (GIS)

More Related Content

Location Strategy

  • 1. Operations Management Session 4 – Location Strategies
  • 2. Outline Global Company Profile: FedEx The Strategic Importance of Location
  • 3. Outline – Continued Factors That Affect Location Decisions Labor Productivity Exchange Rates and Currency Risks Costs Political Risk, Values, and Culture Proximity to Markets Proximity to Suppliers Proximity to Competitors (Clustering)
  • 4. Outline – Continued Methods of Evaluating Location Alternatives The Factor-Rating Method Locational Break-Even Analysis Center-of-Gravity Method Transportation Model
  • 5. Outline – Continued Service Location Strategy How Hotel Chains Select Sites The Call Center Industry Geographic Information Systems
  • 6. Learning Objectives When you complete this chapter you should be able to: Identify and explain seven major factors that effect location decisions Compute labor productivity Apply the factor-rating method Complete a locational break-even analysis graphically and mathematically Use the center-of-gravity method
  • 7. Federal Express Central hub concept Enables service to more locations with fewer aircraft Enables matching of aircraft flights with package loads Reduces mishandling and delay in transit because there is total control of packages from pickup to delivery
  • 8. Location Strategy One of the most important decisions a firm makes Increasingly global in nature Significant impact on fixed and variable costs Decisions made relatively infrequently The objective is to maximize the benefit of location to the firm
  • 9. Location and Costs Location decisions based on low cost require careful consideration Once in place, location-related costs are fixed in place and difficult to reduce Determining optimal facility location is a god investment
  • 10. Location and Innovation Cost is not always the most important aspect of a strategic decision Four key attributes when strategy is based on innovation High-quality and specialized inputs An environment that encourages investment and local rivalry A sophisticated local market Local presence of related and supporting industries
  • 11. Location Decisions Long-term decisions Decisions made infrequently Decision greatly affects both fixed and variable costs Once committed to a location, many resource and cost issues are difficult to change
  • 12. Location Decisions Country Decision Critical Success Factors Political risks, government rules, attitudes, incentives Cultural and economic issues Location of markets Labor talent, attitudes, productivity, costs Availability of supplies, communications, energy Exchange rates and currency risks Figure 8.1
  • 13. Location Decisions Region/ Community Decision Critical Success Factors Corporate desires Attractiveness of region Labor availability, costs, attitudes towards unions Costs and availability of utilities Environmental regulations Government incentives and fiscal policies Proximity to raw materials and customers Land/construction costs Figure 8.1 MN WI MI IL IN OH
  • 14. Location Decisions Site Decision Critical Success Factors Site size and cost Air, rail, highway, and waterway systems Zoning restrictions Proximity of services/ supplies needed Environmental impact issues Figure 8.1
  • 15. Growth Competitiveness Index of Countries Table 8.1 Country 2006-2007 Rank 2005 Rank Switzerland 1 4 USA 6 1 Japan 7 10 Germany 8 6 UK 10 9 Israel 15 23 Canada 16 13 New Zealand 23 22 Italy 42 38 China 54 48 Mexico 58 59 Russia 62 53
  • 16. Factors That Affect Location Decisions Labor productivity Wage rates are not the only cost Lower production may increase total cost Labor cost per day Production (units per day) = Cost per unit Connecticut = $1.17 per unit $70 60 units Juarez = $1.25 per unit $25 20 units
  • 17. Factors That Affect Location Decisions Exchange rates and currency risks Can have a significant impact on cost structure Rates change over time Costs Tangible - easily measured costs such as utilities, labor, materials, taxes Intangible - less easy to quantify and include education, public transportation, community, quality-of-life
  • 18. Factors That Affect Location Decisions Exchange rates and currency risks Can have a significant impact on cost structure Rates change over time Costs Tangible - easily measured costs such as utilities, labor, materials, taxes Intangible - less easy to quantify and include education, public transportation, community, quality-of-life Location decisions based on costs alone can create difficult ethical situations
  • 19. Factors That Affect Location Decisions Political risk, values, and culture National, state, local governments attitudes toward private and intellectual property, zoning, pollution, employment stability may be in flux Worker attitudes towards turnover, unions, absenteeism Globally cultures have different attitudes towards punctuality, legal, and ethical issues
  • 20. Ranking Corruption Rank Country 2006 CPI Score (out of 10) 1 Finland 9.6 1 Iceland 9.6 1 New Zealand 9.6 5 Singapore 9.4 7 Switzerland 9.1 11 UK 8.6 14 Canada 8.5 15 Hong Kong 8.3 16 Germany 8.0 17 Japan 7.6 20 USA, Belgium 7.3 34 Israel, Taiwan 5.9 70 Brazil, China, Mexico 3.3 121 Russia 2.5 Table 8.2 Least Corrupt Most Corrupt
  • 21. Factors That Affect Location Decisions Proximity to markets Very important to services JIT systems or high transportation costs may make it important to manufacturers Proximity to suppliers Perishable goods, high transportation costs, bulky products
  • 22. Factors That Affect Location Decisions Proximity to competitors Called clustering Often driven by resources such as natural, information, capital, talent Found in both manufacturing and service industries
  • 23. Clustering of Companies Table 8.3 Industry Locations Reason for clustering Wine making Napa Valley (US) Bordeaux region (France) Natural resources of land and climate Software firms Silicon Valley, Boston, Bangalore (India) Talent resources of bright graduates in scientific/technical areas, venture capitalists nearby Race car builders Huntington/North Hampton region (England) Critical mass of talent and information
  • 24. Clustering of Companies Table 8.3 Industry Locations Reason for clustering Theme parks (Disney World, Universal Studios) Orlando, Florida A hot spot for entertainment, warm weather, tourists, and inexpensive labor Electronics firms Northern Mexico NAFTA, duty free export to US Computer hardware manufacturers Singapore, Taiwan High technological penetration rate and per capita GDP, skilled/educated workforce with large pool of engineers
  • 25. Clustering of Companies Table 8.3 Industry Locations Reason for clustering Fast food chains (Wendy’s, McDonald’s, Burger King, and Pizza Hut) Sites within 1 mile of each other Stimulate food sales, high traffic flows General aviation aircraft (Cessna, Learjet, Boeing) Wichita, Kansas Mass of aviation skills Orthopedic devices Warsaw, Indiana Ready supply of skilled workers, strong U.S. market
  • 26. Factor-Rating Method Popular because a wide variety of factors can be included in the analysis Six steps in the method Develop a list of relevant factors called critical success factors Assign a weight to each factor Develop a scale for each factor Score each location for each factor Multiply score by weights for each factor for each location Recommend the location with the highest point score
  • 27. Factor-Rating Example Table 8.4 Critical Scores Success (out of 100) Weighted Scores Factor Weight France Denmark France Denmark Labor availability and attitude .25 70 60 (.25)(70) = 17.5 (.25)(60) = 15.0 People-to- car ratio .05 50 60 (.05)(50) = 2.5 (.05)(60) = 3.0 Per capita income .10 85 80 (.10)(85) = 8.5 (.10)(80) = 8.0 Tax structure .39 75 70 (.39)(75) = 29.3 (.39)(70) = 27.3 Education and health .21 60 70 (.21)(60) = 12.6 (.21)(70) = 14.7 Totals 1.00 70.4 68.0
  • 28. Locational Break-Even Analysis Method of cost-volume analysis used for industrial locations Three steps in the method Determine fixed and variable costs for each location Plot the cost for each location Select location with lowest total cost for expected production volume
  • 29. Locational Break-Even Analysis Example Three locations: Total Cost = Fixed Cost + (Variable Cost x Volume) Selling price = $120 Expected volume = 2,000 units Akron $30,000 $75 $180,000 Bowling Green $60,000 $45 $150,000 Chicago $110,000 $25 $160,000 Fixed Variable Total City Cost Cost Cost
  • 30. Locational Break-Even Analysis Example Figure 8.2 – $180,000 – – $160,000 – $150,000 – – $130,000 – – $110,000 – – – $80,000 – – $60,000 – – – $30,000 – – $10,000 – – Annual cost | | | | | | | 0 500 1,000 1,500 2,000 2,500 3,000 Volume Akron lowest cost Bowling Green lowest cost Chicago lowest cost Chicago cost curve Akron cost curve Bowling Green cost curve
  • 31. Center-of-Gravity Method Finds location of distribution center that minimizes distribution costs Considers Location of markets Volume of goods shipped to those markets Shipping cost (or distance)
  • 32. Center-of-Gravity Method Place existing locations on a coordinate grid Grid origin and scale is arbitrary Maintain relative distances Calculate X and Y coordinates for ‘center of gravity’ Assumes cost is directly proportional to distance and volume shipped
  • 33. Center-of-Gravity Method where d ix = x-coordinate of location i d iy = y-coordinate of location i Q i = Quantity of goods moved to or from location i x - coordinate = ∑ d ix Q i ∑ Q i i i ∑ d iy Q i ∑ Q i i i y - coordinate =
  • 34. Center-of-Gravity Method Figure 8.3 North-South East-West 120 – 90 – 60 – 30 – – | | | | | | 30 60 90 120 150 Arbitrary origin Chicago (30, 120) New York (130, 130) Pittsburgh (90, 110) Atlanta (60, 40)
  • 35. Center-of-Gravity Method Number of Containers Store Location Shipped per Month Chicago (30, 120) 2,000 Pittsburgh (90, 110) 1,000 New York (130, 130) 1,000 Atlanta (60, 40) 2,000 x-coordinate = (30)(2000) + (90)(1000) + (130)(1000) + (60)(2000) 2000 + 1000 + 1000 + 2000 = 66.7 y-coordinate = (120)(2000) + (110)(1000) + (130)(1000) + (40)(2000) 2000 + 1000 + 1000 + 2000 = 93.3
  • 36. Center-of-Gravity Method Figure 8.3 North-South East-West 120 – 90 – 60 – 30 – – | | | | | | 30 60 90 120 150 Arbitrary origin Chicago (30, 120) New York (130, 130) Pittsburgh (90, 110) Atlanta (60, 40) Center of gravity (66.7, 93.3) +
  • 37. Transportation Model Finds amount to be shipped from several points of supply to several points of demand Solution will minimize total production and shipping costs A special class of linear programming problems
  • 38. Worldwide Distribution of Volkswagens and Parts Figure 8.4
  • 39. Service Location Strategy 1. Purchasing power of customer-drawing area 2. Service and image compatibility with demographics of the customer-drawing area 3. Competition in the area 4. Quality of the competition 5. Uniqueness of the firm’s and competitors’ locations 6. Physical qualities of facilities and neighboring businesses 7. Operating policies of the firm 8. Quality of management
  • 40. Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Revenue Focus Cost Focus Volume/revenue Drawing area; purchasing power Competition; advertising/pricing Physical quality Parking/access; security/lighting; appearance/image Cost determinants Rent Management caliber Operations policies (hours, wage rates) Tangible costs Transportation cost of raw material Shipment cost of finished goods Energy and utility cost; labor; raw material; taxes, and so on Intangible and future costs Attitude toward union Quality of life Education expenditures by state Quality of state and local government
  • 41. Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Techniques Techniques Regression models to determine importance of various factors Factor-rating method Traffic counts Demographic analysis of drawing area Purchasing power analysis of area Center-of-gravity method Geographic information systems Transportation method Factor-rating method Locational break-even analysis Crossover charts
  • 42. Location Strategies Table 8.6 Service/Retail/Professional Location Goods-Producing Location Assumptions Assumptions Location is a major determinant of revenue High customer-contact issues are critical Costs are relatively constant for a given area; therefore, the revenue function is critical Location is a major determinant of cost Most major costs can be identified explicitly for each site Low customer contact allows focus on the identifiable costs Intangible costs can be evaluated
  • 43. How Hotel Chains Select Sites Location is a strategically important decision in the hospitality industry La Quinta started with 35 independent variables and worked to refine a regression model to predict profitability The final model had only four variables Price of the inn Median income levels State population per inn Location of nearby colleges r 2 = .51 51% of the profitability is predicted by just these four variables!
  • 44. The Call Center Industry Requires neither face-to-face contact nor movement of materials Has very broad location options Traditional variables are no longer relevant Cost and availability of labor may drive location decisions
  • 45. Geographic Information Systems (GIS) Important tool to help in location analysis Enables more complex demographic analysis Available data bases include Detailed census data Detailed maps Utilities Geographic features Locations of major services

Editor's Notes

  1. CPI is the Corrupt Perceptions Index calculated by Transparency International, an organization dedicated to fighting business corruption. The Index is calculated from up to 13 different individual scores. For details and the methodology, see www.transparency.org. In case students are interested, the country with the lowest score in the 2006 survey was Haiti with a score of 1.8 out of 10.