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Session 9, Knotter
 

Session 9, Knotter

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Reputation & CSR: Learning from case-studies

Reputation & CSR: Learning from case-studies

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    Session 9, Knotter Session 9, Knotter Presentation Transcript

    • Building green reputational capital for Amsterdam Airport Schiphol
      • Loes Knotter
    • Green reputation as an asset
      • Competitive need to innovate key commercial strategy of diversifying income-bases:
        • AirportCity
      • Perceived changes in consumer behaviour (consumer research)
      • Competitors are moving faster
        • Airport Carbon Accreditation
      • Licence to operate
        • regional stakeholders
      • A stakeholder dialogue with the region, about noise nuisance reduction created the opportunity of an area development
      Barcode Architects: Dutch ‘centers of excellence’
      • Create business opportunities on the Airport Climate and environmental issues
      • Contribute to the competitiveness of the AirportCity strategy
        • attract economic activity
      • Communicate the Airport’s climate initiatives
        • Greening reputation
      theGROUNDS-”turning a climate challenge into a business”. Objectives :
      • Creating environmental airport operation solutions for a global market
      India_Region Kerala: 3 new airports China 2030_ over 250 cities with > 1 mln inhabitants
    •  
      • Key lesson 1 : innovate on primary stakeholders’ most pressing environmental concerns
      Analysing stakeholders CSR concerns Illustration of stakeholder mapping. Source: http://www.sapsustainabilityreport.com/be-heard noise, emissions watersystem, biodiversity biokerosine watersystem, biodiversity
      • Define non-financial value and impact
      Key lesson 2:
    • Key lesson 3:
      • Mind to fulfil the interests of non-business stakeholders
      • -other dynamics