© Sveriges Informationsförening, 2004 RETURN ON COMMUNICATIONS forening.se.

© Sveriges Informationsförening, 2004

RETURN ON RETURN ON COMMUNICATIONSCOMMUNICATIONS

www.sverigesinformationswww.sverigesinformationsforening.seforening.se


THE STAKEHOLDER MODELTHE STAKEHOLDER MODEL


Reputation Reputation is the sum of the is the sum of the stakeholders knowledge and attitudesstakeholders knowledge and attitudes

Trust Trust is the organisation´s ´credit ratingis the organisation´s ´credit rating´with its stakeholders´with its stakeholders

Trust consists of:• Vision• Business concept• Goals• Strategy• Values• Brands


• INFORMATION - comprises the strategic messages that are intended to lead to increased klowledge

• COMMUNICATION - is the process of communicating those messages, whith is intended to lead to a particular attitude

• RELATIONSHIP - is the goal, that is, a mutual commitment or joint undertaking that is intended to lead to actions and results


INTELLECTUAL CAPITALINTELLECTUAL CAPITAL

www.nordicinnovation.netwww.nordicinnovation.net


MERITUMMERITUM

Measuring intangibles to understand and improve innovation management

EU-project 2001• Human capital• Structural capital• Relational Capital


CEO SURVEY 2000CEO SURVEY 2000

•Relationship with stakeholders 88%•Trust within stakeholders 84%•Brand 83%•Coaching and supporting 88%•Develop communication strategies 87%•Crisis communication 77%•Participate in business development 57%

•Source: SIFO, Research International 2000


WHAT DRIVES CORPORATE WHAT DRIVES CORPORATE CITIZENSHIPCITIZENSHIP

• Reputation/brand 80%• Employee motivation 60%• Licence to operate 50%

Source: World Economic forum CEO survey


SWEDISH SWEDISH COMPANIES COMPANIES MEASURING MEASURING INTANGIBLESINTANGIBLES

SwedbankSwedbank TeliaTeliaSoneraSonera NCCNCCwww.swedbank.comwww.swedbank.com www.teliasonera.sewww.teliasonera.se www.ncc.sewww.ncc.se


NCC STAKEHOLDERSNCC STAKEHOLDERS

Source: NCC annual reportSource: NCC annual report

Web: www.NCC.comWeb: www.NCC.com


SWEDBANK SUSTAINABILITY SWEDBANK SUSTAINABILITY REPORTREPORT

Source: Swedbank sustainability Source: Swedbank sustainability report 2002report 2002

Web: www.swedbank.com Web: www.swedbank.com


DJSI WORLD NEW MARKET DJSI WORLD NEW MARKET SECTOR LEADERSSECTOR LEADERS

Automobiles Toyota

Banks Westpac Banking Corp.

Basic Resources Alcan

Chemicals DSM

Construction AMEC

Cyclical Goods & Services Koninklijke (Royal) Philips Electronics

Energy Statoil

Financial Services British Land

Food & Beverage Unilever

Healthcare Novozymes

Industrial Goods & services 3M

Insurance Swiss Re

Media Pearson

Non-Cyclical Goods & services Proctor & Gamble

Retail Marks & Spencer

Technology Intel

Telecommunications BT Group

Utilities Severn Trent

Source:Dow Jones, Source:Dow Jones, Sustainability indexesSustainability indexes

Web: Web: www.sustainability-www.sustainability-index.comindex.com


DJSI STOXX NEW MARKET DJSI STOXX NEW MARKET SECTOR LEADERSSECTOR LEADERS

Automobiles Volkswagen

Banks ABN Amro

Basic Resources Anglo American

Chemicals DSM

Construction AMEC

Cyclical Goods & Services Koninklijke (Royal) Philips Electronics

Energy Statoil

Financial Services British Land

Food & Beverage Unilever

Healthcare Novozymes

Industrial Goods & services SKF

Insurance Swiss Re

Media Pearson

Non-Cyclical Goods & services Kesko

Retail Marks & Spencer

Technology Nokia

Telecommunications BT Group

Utilities Severn Trent

Source:Dow Jones, Source:Dow Jones, Sustainability indexesSustainability indexes

Web: Web: www.sustainability-www.sustainability-index.comindex.com


WHAT COMES NEXT?WHAT COMES NEXT?

• ROC

• Sustainability reporting

• CSR

• CR

• ?


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© Sveriges Informationsförening, 2004 RETURN ON COMMUNICATIONS forening.se.

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