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BRIGHTER ECONOMIC PICTURE PAINTED BY GROWTH COMPANY CEOs, COOPERS & LYBRAND'S 'TRENDSETTER BAROMETER' REVEALS

BRIGHTER ECONOMIC PICTURE PAINTED BY GROWTH COMPANY CEOs, COOPERS &
 LYBRAND'S 'TRENDSETTER BAROMETER' REVEALS
 NEW YORK, June 10 /PRNewswire/ -- Anticipating better economic times, growth company CEOs plan to spend more money on new product development and sales promotion, and hire more people in 1992, according to Coopers & Lybrand's "Trendsetter Barometer" survey.
 "These executives are viewing the future in more positive terms and are prepared to take business risks," said Thomas A. Basilo, a partner with Coopers & Lybrand's Emerging Business Services group. "Their emphasis on new products and sales promotion suggests they are confident of a resurgence of consumer demand."
 More than 80 percent of growth company CEOs report plans for increased corporate investments over the next 12 months, a gain of 9 percentage points from the fourth quarter of 1991.
 After new product development and sales promotion, CEOs expect to make investments in facilities expansion and information technology, "Trendsetter Barometer" reveals.
 Executives also say they will increase investments in geographic expansion, advertising, research and development, and business acquisitions, the survey found.
 In human resources, 80 percent of growth company CEOs say they plan to hire additional workers in the next 12 months, up from 73 percent in the fourth quarter of 1991; while only 3 percent -- down from 7 percent -- expect to reduce their employee count. Overall, these CEOs plan a 16 percent increase in their workforce, according to the survey. CEOs were most likely to say they will hire more professionals and technicians, followed by sales and marketing employees.
 Additionally, 57 percent of growth company executives report plans for a major new investment of capital over the next 12 months. The size of the anticipated investment has also grown, from 10.5 percent of revenue/sales in the fourth quarter of 1991 to 11.8 percent of revenue/sales.
 "It is clear that these executives are becoming more and more optimistic in their plans for expansion, seeing fewer barriers to growth," said Basilo. "Based on expected increases in investment and human resources in 1992, growth company CEOs are backing up their optimistic outlook with action."
 Asked about barriers to their companies' growth over the next 12 months, 56 percent of CEOs expressed concern about weak market demand, down from 68 percent in the fourth quarter of 1991. Similarly, CEOs concerned about shrinking margins declined from 45 percent in the fourth quarter of 1991 to 33 percent in the latest survey.
 Cooper's & Lybrand's "Trendsetter Barometer" is developed and compiled by the firm's Emerging Business Services group with assistance from the opinion and economic research firm of Business Science International. At each Coopers & Lybrand office, an Emerging Business Services team is available to serve the needs of growing and midsize companies.
 One of the world's leading accounting, tax and consulting firms, Coopers & Lybrand provides solutions for businesses in a wide range of industries. The firm offers its clients the expertise of more than 17,000 professional and staff in 100 U.S. offices and more than 67,000 people in 117 countries worldwide.
 -0- 6/10/92
 /NOTE TO EDITORS: Coopers & Lybrand's "Trendsetter Barometer" interviewed CEOs of 362 manufacturing and service companies identified in the media as the fastest-growing U.S. businesses over the last five years. The surveyed companies range in size from approximately $1 million to $50 million in annual revenue/sales.
 Graphic art available upon request./
 /CONTACT: Maggie O'Donovan, 212-536-3174, or Clare DeNicola, 212-536-1700, both of Coopers & Lybrand/ CO: Coopers & Lybrand ST: New York IN: FIN SU: ECO


CK-TS -- NY020 -- 8718 06/10/92 10:07 EDT
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Publication:PR Newswire
Date:Jun 10, 1992
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