When the wind of reputation blows in favour: Vestas and a new model of humanistic capitalism.
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Does the need to manage reputation in companies play a part in bringing about change in the economic and social model prevailing up to that moment? Should the Chief Communications Officer (CCO) be the ...
Does the need to manage reputation in companies play a part in bringing about change in the economic and social model prevailing up to that moment? Should the Chief Communications Officer (CCO) be the one responsible for ensuring the long-term vision in the face of companies’ short-termism, as well as for changing their relationship with the world?
Vestas is a firm that is over a century old, with mainly Danish capital and fully listed on the stock market. The firm began trading as a manufacturer of aluminium windows, but then started making farming equipment, and finally, in the 1970s –in response to the oil crisis– it began exploring wind energy as a cleaner and safer energy supply source.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, the speech by Morten Albaek, Senior Vice President for Group Marketing & Customer Insight at Vestas, delivered at 15th International Conference “Navigating the Reputation Economy” organised by Reputation Institute in New Orleans on 18, 19 and 20 May 2011.
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