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Transcript of © Sveriges Informationsförening, 2004 RETURN ON COMMUNICATIONS forening.se.
© Sveriges Informationsförening, 2004
RETURN ON RETURN ON COMMUNICATIONSCOMMUNICATIONS
www.sverigesinformationswww.sverigesinformationsforening.seforening.se
© Sveriges Informationsförening, 2004
THE STAKEHOLDER MODELTHE STAKEHOLDER MODEL
© Sveriges Informationsförening, 2004
Reputation Reputation is the sum of the is the sum of the stakeholders knowledge and attitudesstakeholders knowledge and attitudes
Trust Trust is the organisation´s ´credit ratingis the organisation´s ´credit rating´with its stakeholders´with its stakeholders
Trust consists of:• Vision• Business concept• Goals• Strategy• Values• Brands
© Sveriges Informationsförening, 2004
• 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
© Sveriges Informationsförening, 2004
INTELLECTUAL CAPITALINTELLECTUAL CAPITAL
www.nordicinnovation.netwww.nordicinnovation.net
© Sveriges Informationsförening, 2004
MERITUMMERITUM
Measuring intangibles to understand and improve innovation management
EU-project 2001• Human capital• Structural capital• Relational Capital
© Sveriges Informationsförening, 2004
CEO SURVEY 2000CEO 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
© Sveriges Informationsförening, 2004
WHAT DRIVES CORPORATE WHAT DRIVES CORPORATE CITIZENSHIPCITIZENSHIP
• Reputation/brand 80%• Employee motivation 60%• Licence to operate 50%
Source: World Economic forum CEO survey
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SWEDISH SWEDISH COMPANIES COMPANIES MEASURING MEASURING INTANGIBLESINTANGIBLES
SwedbankSwedbank TeliaTeliaSoneraSonera NCCNCCwww.swedbank.comwww.swedbank.com www.teliasonera.sewww.teliasonera.se www.ncc.sewww.ncc.se
© Sveriges Informationsförening, 2004
NCC STAKEHOLDERSNCC STAKEHOLDERS
Source: NCC annual reportSource: NCC annual report
Web: www.NCC.comWeb: www.NCC.com
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SWEDBANK SUSTAINABILITY SWEDBANK SUSTAINABILITY REPORTREPORT
Source: Swedbank sustainability Source: Swedbank sustainability report 2002report 2002
Web: www.swedbank.com Web: www.swedbank.com
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SWEDBANK SUSTAINABILITY SWEDBANK SUSTAINABILITY REPORTREPORT
Source: Swedbank sustainability Source: Swedbank sustainability report 2002report 2002
Web: www.swedbank.com Web: www.swedbank.com
© Sveriges Informationsförening, 2004
DJSI WORLD NEW MARKET DJSI WORLD NEW MARKET SECTOR LEADERSSECTOR 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, Source:Dow Jones, Sustainability indexesSustainability indexes
Web: Web: www.sustainability-www.sustainability-index.comindex.com
© Sveriges Informationsförening, 2004
DJSI STOXX NEW MARKET DJSI STOXX NEW MARKET SECTOR LEADERSSECTOR 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, Source:Dow Jones, Sustainability indexesSustainability indexes
Web: Web: www.sustainability-www.sustainability-index.comindex.com
© Sveriges Informationsförening, 2004
WHAT COMES NEXT?WHAT COMES NEXT?
• ROC
• Sustainability reporting
• CSR
• CR
• ?
© Sveriges Informationsförening, 2004
www.sverigesinformationsforening.sewww.sverigesinformationsforening.se