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RETURN ON COMMUNICATIONS. www.sverigesinformationsforening.se. THE STAKEHOLDER MODEL. Reputation is the sum of the stakeholders knowledge and attitudes Trust is the organisation´s ´credit rating´with its stakeholders. Trust consists of: Vision Business concept Goals Strategy Values
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RETURN ON COMMUNICATIONS www.sverigesinformationsforening.se
Reputation is the sum of the stakeholders knowledge and attitudesTrust is the organisation´s ´credit rating´with its stakeholders Trust consists of: • Vision • Business concept • Goals • Strategy • Values • Brands
INFORMATION - comprises the strategic messages that are intended to lead to increased klowledge • COMMUNICATION - is the process of communicating those messages, whith is intended to lead to a particular attitude • RELATIONSHIP - is the goal, that is, a mutual commitment or joint undertaking that is intended to lead to actions and results
INTELLECTUAL CAPITAL www.nordicinnovation.net
MERITUM Measuring intangibles to understand and improve innovation management EU-project 2001 • Human capital • Structural capital • Relational Capital
CEO SURVEY 2000 Relationship with stakeholders 88% Trust within stakeholders 84% Brand 83% Coaching and supporting 88% Develop communication strategies 87% Crisis communication 77% Participate in business development 57% Source: SIFO, Research International 2000
WHAT DRIVES CORPORATE CITIZENSHIP • Reputation/brand 80% • Employee motivation 60% • Licence to operate 50% Source: World Economic forum CEO survey
SWEDISH COMPANIES MEASURING INTANGIBLES Swedbank TeliaSonera NCC www.ncc.se www.swedbank.com www.teliasonera.se
NCC STAKEHOLDERS Source: NCC annual report Web: www.NCC.com
SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com
SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com
DJSI WORLD NEW MARKET SECTOR LEADERS Automobiles Toyota Banks Westpac Banking Corp. Basic Resources Alcan Chemicals DSM Construction AMEC Cyclical Goods & Services Koninklijke (Royal) Philips Electronics Energy Statoil Financial Services British Land Food & Beverage Unilever Healthcare Novozymes Industrial Goods & services 3M Insurance Swiss Re Media Pearson Non-Cyclical Goods & services Proctor & Gamble Retail Marks & Spencer Technology Intel Telecommunications BT Group Utilities Severn Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability-index.com
DJSI STOXX NEW MARKET SECTOR LEADERS Automobiles Volkswagen Banks ABN Amro Basic Resources Anglo American Chemicals DSM Construction AMEC Cyclical Goods & Services Koninklijke (Royal) Philips Electronics Energy Statoil Financial Services British Land Food & Beverage Unilever Healthcare Novozymes Industrial Goods & services SKF Insurance Swiss Re Media Pearson Non-Cyclical Goods & services Kesko Retail Marks & Spencer Technology Nokia Telecommunications BT Group Utilities Severn Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability-index.com
WHAT COMES NEXT? • ROC • Sustainability reporting • CSR • CR • ?