A PwC commissioned survey says 62% of Chief Executive Officers recognize that a greater share of revenues will come from emerging markets in the next five years, but still ranked developed countries as the most attractive markets for investments in innovation. PwC is the exclusive research provider to the fourth annual Wall Street Journal CEO Council meeting. Survey respondents included over 200 CEOs from nearly twenty different countries.

When asked which markets are the most attractive for investments in innovation, China and India topped the list and were identified by 20% of respondents each. The U.S. was cited by 16% of CEOs as the third most attractive market. Emerging markets in Asia (8%), the Middle East (5%) and in South America (1%) were not perceived as attractive regions for innovation investments.

"In today’s global economy CEOs are contending with several competing priorities as they chart a course for growth," said Bob Moritz, Chairman and Senior Partner, PwC US. "The PwC-commissioned Wall Street Journal CEO Council Survey identifies these priorities and the interrelatedness of doing business globally, strengthening relationships among key countries to help revive economies, anticipating global workforce health concerns and encouraging and protecting innovation."