Session 9, Knotter

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Reputation & CSR: Learning from case-studies

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Session 9, Knotter

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

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