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寶潔CEO雷富禮缺席季度業(yè)績電話會議

寶潔CEO雷富禮缺席季度業(yè)績電話會議

Jennifer Reingold 2013年10月29日
上周,寶潔公司召開了2014財年第一季度業(yè)績電話會議,但是重掌公司帥印的CEO雷富禮沒有亮相,而且以后也不會再出席。不過,這個問題真的很要緊嗎?

????寶潔公司的旗下?lián)碛写罅科放啤D片提供:寶潔公司

????上周五早間,寶潔(Procter & Gamble)舉行的2014財年第一季度業(yè)績電話會議缺了一個人:董事長兼首席執(zhí)行官雷福禮。這個消息并不令人意外,因?yàn)樯现茉缧r候?qū)殱嵰呀?jīng)宣布,雷福禮不會再參加季度業(yè)績電話會議,公司希望能擺脫季度收益是否達(dá)到預(yù)期這樣周而復(fù)始的比較。不過,問答環(huán)節(jié)只有首席財務(wù)官喬恩?默勒參加還是有點(diǎn)不同尋常:分析師和記者們通常都會利用這個環(huán)節(jié),通過對公司領(lǐng)導(dǎo)人話語的解讀來評估這家公司的干勁與士氣(姑且不論這種做法是否公平)。

????但要解讀默勒卻不容易。他是一位擁有多年經(jīng)驗(yàn)的專業(yè)人士,也是一位沉穩(wěn)可靠的管理者,長于提供數(shù)據(jù)。寶潔重申了全年計劃,還發(fā)布數(shù)據(jù)稱,內(nèi)生性銷售額增長率為4%,凈銷售額增長2%至212億美元,基本與預(yù)期保持一致。繼幾年前競爭對手聯(lián)合利華(Unilever)停止提供季度業(yè)績指導(dǎo)值之后,寶潔也停止了提供此類預(yù)期。默勒宣布稱,在近2/3的市場中,寶潔的市場份額正在增加。這是一項(xiàng)重要的指標(biāo),過去一年的大部分時間里,寶潔的市場份額都在呈現(xiàn)下降趨勢(但當(dāng)被追問到長期疲軟的美容業(yè)務(wù)市場份額趨勢如何,他的回答非常含糊。)他展示的都是事實(shí),按分析師們的說法就少了很多“色彩”,而且,值得慶幸的是,他也不添油加醋。

????公平地說,從電話會議的語調(diào)中解讀或成功或失敗多少有一點(diǎn)不靠譜。很多CEO會在這類電話會議上滔滔不絕地描繪美好的圖景,結(jié)果日后由于無法兌現(xiàn)而被迫下臺。有些CEO一開始并不那么能說會道、熱情洋溢。而有些人,比如我,似乎也沒有什么第六感,能解讀出輕笑或停頓背后的真正含義。

????那么,如果有可能,我是否愿意聽到雷福禮在上周五早間的業(yè)績電話會議上說點(diǎn)什么?那是當(dāng)然。畢竟,他是公司老板,他是一名令人振奮的發(fā)言人和領(lǐng)導(dǎo)者。但假設(shè)他的確會通過其他論壇與投資者和記者們進(jìn)行溝通,他是否出席業(yè)績電話會議又有什么關(guān)系?我認(rèn)為沒關(guān)系,只要他在利用這些時間更好地理解公司的業(yè)務(wù)、發(fā)展公司的業(yè)務(wù)。股票市場顯然同意這一觀點(diǎn);寶潔股價上周五基本持平,略低于80美元。(財富中文網(wǎng))

????There was only one thing missing from Procter & Gamble's (PG) first-quarter fiscal 2014 earnings call on Friday morning: The CEO and chairman of the company, A.G. Lafley. That was no surprise, as P&G had announced, earlier in the week, that Lafley would no longer be participating in quarterly earnings calls as the company tries to get off the hamster wheel of meeting or missing quarterly expectations. Still, it was unusual to hear only the CFO, Jon Moeller, during the Q&A: Analysts and journalists alike typically use this period as a way in which to evaluate -- fairly or not -- the energy and morale of the company through the proxy of its leader's voice.

????It was hard to do that with Moeller, although, as a longtime pro and steady hand, he did his job of providing the numbers quite well. P&G -- which also has stopped providing quarterly guidance, following the lead of competitor Unilever (UL), which stopped years ago -- reaffirmed its full-year plans and posted organic sales up 4% and net sales up 2%, to $21.2 billion, roughly in line with expectations. He announced that P&G was gaining share in roughly two-thirds of its markets, an important indicator after much of the past year showed market share losses (he was rather vague when pressed on market share trends in the long-struggling beauty business, however). He presented the facts without too much "color," to use a favorite word of analysts, and, thankfully, not too much embellishment either.

????To be fair, it was always something of a fiction anyhow to imbue the intonation heard on a phone call with the import of success or failure. Many, many CEOs have waxed eloquent on these calls about just how wonderful things are, only to get booted days later because they aren't. Some CEOs just aren't that articulate or enthusiastic to begin with. And I, for one, don't seem to possess any particular E.S.P. when it comes to divining the true meaning behind a chuckle or pause.

????So would I have liked to hear A.G. on the call this morning? Absolutely. He is the boss, after all, and he's an inspiring speaker and leader. But -- assuming he does continue to engage with investors and journalists in other fora -- does it really make one bit of difference whether he speaks on the call or not? I say no, as long as he's using that time to better understand and grow the business. The stock market apparently agrees; P&G is flat today, at just under $80.

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