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Simona dan gf k romania
1. The document discusses the importance of corporate reputation and its strong correlation to business results such as purchase/recommendation, stock value, and supporting social responsibility projects. Reputation is the most important company asset that drives business outcomes. 2. A case study found that improving a company's reputation management score over 4 years through 7 reputation dimensions such as product quality, corporate responsibility, and management quality increased key metrics like customer loyalty by 17%, employee satisfaction by 11%, and market share by 6%. 3. Reputation is determined by multiple stakeholders and depends on companies consistently meeting stakeholder expectations across areas including product quality, financial strength, and corporate responsibility. Maintaining a strong reputation should be a company's central focus.
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Simona dan gf k romania
- 1. 1 REPUTATION ECONOMY Companies Take Success Into Their Own Hands Simona Dan, Market Strategy Advisor Zilele BIZ | GfK Romania | November 2014
- 2. 2 High correlationbetween corporate reputation & business results R² 0.85 R² 0.72 R² 0.80 R² 0.83 Purchase & Recommendation Stock Value Recommendation as a place to work Supporting social responsibility projects R > 0.70: High correlation
- 3. 3 Corporate Reputation:The most important company asset that drive business results Case Study Over 9.000 interviews have been conducted with stakeholders between 2009-2012 Trust Reputation Respect Increase the RMS (Reputation Management Score) per stakeholder average in 4 years +15% * Reputation Management Score is a admiration-trust index calculated by corporate performance scores based on 7 attributes: •Management Quality •Product & Service Quality •Employee Brand •Financial Strength •Social Responsibilities •Emotional Loyalty & Family Corporate Reputation Management brings Trust & Loyalty Increase in key business results in 4 years span Client Loyalty Employee Satisfaction Market Share +17% +11% +6%
- 4. 4 Reputation isin the eye of the beholder
- 5. 5 Reputation ManagementStakeholders Business Partners Society Investors Key Opinion Law Makers Leaders • Dealers • Suppliers • Distributors/ Point of Sales • Strategic partners • General public • Local public • Consumers • Customers • University students • Institutional/ individual investors • Financial analysts & fund managers • Rating agencies • Media members editors, bloggers, columnists, social media channels) • NGOs – business, consumers, trade ass.) • Academicians • Business world leaders) • Bureaucrats • Members of Parliament • Regulators • International public institutions
- 6.
- 7. 7 Delivering onExpectations – 7 Key Dimensions For your stakeholder to trust you, you need to deliver on their expectations… If you deliver on these 7 dimensions you will be in a situation where each stakeholder will be willing to support you. PRODUCT / SERVICE QUALITY CORPORATE RESPONSIBILITY FINANCIAL STRENGTH EMOTIONAL COMMITMENT EMPLOYEE BRAND MANAGEMENT QUALITY FAMILIARITY
- 8. 8 Reputation Index Reputation Management Score 71 Romanian Pharma Industry 0 50 60 70 80 100 Poor Week Average Strong Excellent * Reputation level is calculated as an index score and it is between 0-100.
- 9. 9 Reputation Drivers Importance of drivers (by correlation with Reputation Management Score) • Managed by corporate governance principles (0.93) • Trustworthy (reliable) company (0.92) • Cares about it’s employees’ opinion (0.92) • One of the most admired employers (0.89) • Has specialized, professional, reliable employees (0.87) • People oriented company (0.90) • Strong, sincere, reliable communication with all stakeholders (0.84) • Respects the social values/ culture (0.84) PRODUCT / SERVICE QUALITY CORPORATE RESPONSIBILITY FINANCIAL STRENGTH EMOTIONAL COMMITMENT EMPLOYEE BRAND MANAGEMENT QUALITY FAMILIARITY
- 10. 10 Companies Personalities Visionary, Relaxed RRoocchhee NNoovvaarrttiiss GGSSKK SSaannooffii PPffiizzeerr Intelligent Serious Strong, Responsible Leader, Superior
- 11. 11 Recommendations recomandari Ethics | Employees | Communication
- 12. 12 Reputation isnot another business issue. It is the business itself. Simona Dan | Market Strategy Advisor | GfK Romania
Editor's Notes
- #8 Calitatea produselor/ servicii Prin calitatea produselor/serviciilor sale poate concura pe pietele internationale Este foarte preocupata satisfactia clientilor, urmarind sa inspire incredere mai degraba decat sa se concentreze doar pe interesele comerciale Familiaritate Locul de muncă Este una dintre cele mai apreciate companii la care sa lucrezi Ii pasa de opiniile angajatilor Are angajati profesionisti si pe care te poti baza Atasament emotional Respecta valorile sociale si acorda importanta culturii si valorilor locale Cultiva o comunicare stabila, sincera si de incredere cu toate partile interesate Responsabilitate sociala Acorda o importanta deosebita mediului Incorporeaza responsabilitatea fata de societate in activitatea zilnica, promovand o cultura organizationala orientata catre a face bine comunitatii Este o companie orientata spre oameni (incepand de la angajati si consumatori, se ocupa de toate partile implicate intr-un stil orientat spre oameni) Conducere Este condusa conform unor principii precum onestitatea, transparenta, etica, responsabilitatea si raspunderea Este o companie de incredere, care isi respecta promisiunile Este orientata spre dezvoltarea tehnologica si inovatie Performanța financiară Este o companie stabila din punct de vedere financiar; nu este puternic afectata de fluctuatiile economice Indicatori de business (recomandare, cumparare de servicii si de produse, angajator de top, soliditate financiara, responsabilitate sociala) 1. Indiferent de situatie, consider ca aceasta este o companie de incredere, cu o reputatie buna 2. As folosi / as folosi in continuare produsele si serviciile companiei 3. As recomanda si altor persoane produsele si serviciile companiei 4. Este o companie unde mi-ar placea sa lucrez / unde mi-as dori sa lucreze copiii mei 5. Daca este/ ar fi listata la bursa, i-as cumpara actiunile pe o perioada lunga de timp 6. As sustine/ as participa la proiectele sociale ale acestei companii (actiuni de voluntariat, donatii etc.)
- #10 Calitatea produselor/ servicii Prin calitatea produselor/serviciilor sale poate concura pe pietele internationale Este foarte preocupata satisfactia clientilor, urmarind sa inspire incredere mai degraba decat sa se concentreze doar pe interesele comerciale Familiaritate Locul de muncă Este una dintre cele mai apreciate companii la care sa lucrezi Ii pasa de opiniile angajatilor Are angajati profesionisti si pe care te poti baza Atasament emotional Respecta valorile sociale si acorda importanta culturii si valorilor locale Cultiva o comunicare stabila, sincera si de incredere cu toate partile interesate Responsabilitate sociala Acorda o importanta deosebita mediului Incorporeaza responsabilitatea fata de societate in activitatea zilnica, promovand o cultura organizationala orientata catre a face bine comunitatii Este o companie orientata spre oameni (incepand de la angajati si consumatori, se ocupa de toate partile implicate intr-un stil orientat spre oameni) Conducere Este condusa conform unor principii precum onestitatea, transparenta, etica, responsabilitatea si raspunderea Este o companie de incredere, care isi respecta promisiunile Este orientata spre dezvoltarea tehnologica si inovatie Performanța financiară Este o companie stabila din punct de vedere financiar; nu este puternic afectata de fluctuatiile economice Indicatori de business (recomandare, cumparare de servicii si de produse, angajator de top, soliditate financiara, responsabilitate sociala) 1. Indiferent de situatie, consider ca aceasta este o companie de incredere, cu o reputatie buna 2. As folosi / as folosi in continuare produsele si serviciile companiei 3. As recomanda si altor persoane produsele si serviciile companiei 4. Este o companie unde mi-ar placea sa lucrez / unde mi-as dori sa lucreze copiii mei 5. Daca este/ ar fi listata la bursa, i-as cumpara actiunile pe o perioada lunga de timp 6. As sustine/ as participa la proiectele sociale ale acestei companii (actiuni de voluntariat, donatii etc.)