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Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
Omdømmedagen 2009: Peggy Brønn (BI)
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Omdømmedagen 2009: Peggy Brønn (BI)

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Peggy Simic Brønn om hva RepTrak-resultatene betyr og hva de kan brukes til. …

Peggy Simic Brønn om hva RepTrak-resultatene betyr og hva de kan brukes til.

Holdt på Apeland Informasjons "Omdømmedagen 2009" på Latter 26. mai 2009

Published in: Business, Economy & Finance
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  • 1. Hva betyr resultatene og hva kan vi bruke dem til? Peggy Simcic Brønn førsteamanuensis BI, Leder, Senter for Virksomhetskommunikasjon
  • 2. Organizations’ Reputations are based on Perceptions Created by: What people experience when dealing with you What you say about yourself What other people say about you
  • 3. Some Thoughts • Six of the 29 highest ranked firms (70+) performed best on leadership • Nearly 60 percent of firms ranked lowest on citizenship (samfunnsansvar) • Some links to Kundebarometer results but no clear correlations
  • 4. Firms weighted highest on leadership • Norwegian -- Bjørn Kjos • Aker – Kjell Inge Røkke • Olav Thon Gruppen – Olav Thon • Choice – Petter Stordalen • Microsoft -- Bill Gates • Kiwi – Per-Erik Burud
  • 5. Sustainable strategy? • Adjusting results – Norwegian drops five places – Choice 10 • Norwegian losing ground on customer satisfaction • Choice has hard competition
  • 6. Citizenship/Samfunnsansvar • 60 percent of firms ranked lowest on samfunnsansvar (citizenship) • Together, csr and ethics carry nearly equal weight with products and services • 27.5% versus 26.7%
  • 7. Why Important • Norwegians want to buy from firms they know support good causes • Norwegian firms’ social initiatives are not impacting people’s impression of them • Are people unaware or not paying attention? • Are some people are simply skeptical to the firm’s motives? • Trend: The most influential dimension on reputation is Product/Services, followed by Governance and Citizenship.
  • 8. Example • Statoil is being passed by a lot of firms • Receiving more negative nominations • But – when asked to name a firm that supports a good cause: – more than 22 percent named Statoil – 5% Norsk Tipping – 1 % Tine • People believe the firm is good at making money, not so good at corporate governance or social responsibility • In other words, people remember Statoil’s message, they just doubt its truthfulness
  • 9. Misc. • Skandia banken – high in Norway, third from the bottom in Sweden • Norwegian – rated 17 places lower in Sweden than in Norway • Norwegians’ impression of Skandiabanken not impacted by their scandals • Swedes’ impression of airline Norwegian not effected by the strength of the firm’s leader
  • 10. Challenges
  • 11. Å bedre omdømme er den viktigste grunnen til samfunnsansvar Is that a bad motive?
  • 12. Omdømmerisiko • Gap mellom atferd og forventning – hva en organisasjon mener og gjør, og det en organisajsonens viktigste interessenter mener at den bør mene og gjøre. Peggy Simcic Brønn
  • 13. Align expectations, perceptions and reality Reality: Quality KPIs Products: manufacturing standards Innovation: European Innovation Standards Networks Working environment: Best Place to Work, Expectations Perceptions other internal surveys Ethics and CSR: DowJones Sustainability Index, other CSR indices (ISO26000) Management: 360 degree evaluations, etc. Financial performance: ROI, price-earnings ratio, etc.
  • 14. Recommendation • Build reputation on different platforms • Broad reputation platforms yield sustainable results – The highest ranked firms rate high on several dimensions
  • 15. 7 Dimensions Provide 3 Core Pillars  Deliver high quality, innovative products and services  Practice transparent and ethical business, treat employees well and engage with society  Articulate a clear vision for the future and deliver on financial expectations
  • 16. Reputations are : • Built on relationships, which are • Built on trust, which is • Built on fulfilling expectations, which are • Built on promises, which come • From communication Peggy Simcic Brønn
  • 17. Reputation = experience + actions + history + people K. D. Paine Gratulere og tusen takk for meg.

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