Omdømmedagen 2010: Peggy Brønn, BI
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Omdømmedagen 2010: Peggy Brønn, BI

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For sjuende gang har Reputation Institute og Apeland Informasjon, i samarbeid med Peggy S. Brønn ved Handelshøyskolen BI, analysert omdømmet til de 50 mest synlige norske virksomhetene. Over 10 000 ...

For sjuende gang har Reputation Institute og Apeland Informasjon, i samarbeid med Peggy S. Brønn ved Handelshøyskolen BI, analysert omdømmet til de 50 mest synlige norske virksomhetene. Over 10 000 nordmenn gir sine vurderinger i første kvartal 2010.

Hvilke bedrifter har best omdømme i Norge i 2010? Hvem har tapt omdømmepoeng? Hvem har gjort det største rykket det siste året?

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    Omdømmedagen 2010: Peggy Brønn, BI Omdømmedagen 2010: Peggy Brønn, BI Presentation Transcript

    • Bak tallene: Hva kan vi lære av omdømmevinnerne?
      Peggy Simcic Brønn, BI
      Leder, Senter for VirksomhetsKommunikasjon
    • Two ReputationalIssues
      Communication
      Governance
    • Distinctive
      Sincere
      Consistent
      Most ImportantCommunication Drivers ofReputation
      Omdømme
      Visible
      Responsive
      Transparent
    • The Business Impact of Supportive Behavior with the General Public
      Improve Reputation by 5 Points and Increase Recommendation by 6.3%
      Analysis shows that if a company is able to improve reputation by 1 point the number of people who would positively recommend the company goes up by 1.26%. In a competitive situation increasing recommendation within the general public would have a dramatic impact on the bottom line reinforcing the benefits of active reputation management.
      Note: “% Respondents who Would Recommend” = Top 2 Box (6-7)
      Source: Norway Annual RepTrak™ 2010
    • WhatImpacts ’Word ofMouth’
    • Governance
      Firms are open and transparent about the way they operate
      Behave ethically
      Are fair in the way they do business
    • Reputation with the U.S. General Public vs Norway
      Norway
      US
    • In Canada, India, Thailand and Turkey, Governance is now the #1 driver of reputation
    • PreventableCrises – SevereReputationalThreat(Coombs 2007)
      Organizational misdeed with no injuries : Stakeholders are deceived without injury.
      Organizational misdeed management misconduct : Laws or regulations are violated by management.
      Organizational misdeed with injuries : Stakeholders are placed at risk by management and injuries occur.
    • Two Things:
      Perceived lack of governance can be more damaging than product failure, natural disaster, technical accidents
      Products and services losing importance to governance and leadership
    • The Yearofthe Big Apologies
    • Toyota president testifies before Congress
      February 25, 2010 -- Updated 0055 GMT (0855 HKT)
      Toyoda tears up and pauses for composure as he thanks the audience for their support.
    • February 2010
      Resultater 2010 - Bransjevis
    • January 2010
      February 2010
      April 2010
    • January 2010
      February 2010
      April 2010
    • WhatHappened?
      For Toyota car faults had been recorded over 10 years yet the company carried on in denial
      For BP the American partners who supplied rigging equipment and valve technology had known that component standards were not the highest
      The stimulus for remedial action was absent in senior management
      The response of each corporation was poor
      ChironReputation Risk Consultants
    • WhyImportant for RepTrakFirms
      Product vs Corporate Brands
      96% of firms are business to consumer
      66% of firms listed share the same product and corporate brand name
      24% are retail firms dependent on the strength of their own name
      10% branded or B2B
    • Communication and GovernanceFactorsarePeople-Driven
      Peoplearesincere, not products
      Organizations, not products, areopen
      People, not products, areresponsive
      People make bad decisions
    • C. van Riel
    • In the end it’s all about …