Download - Verdidrevet Markedsføring (in Norwegian)
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Verdidrevet markedsføring
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Christian Rangen@engageinnovate
Høyskolelektor, Handelshøyskolen BIStrategi, ledelse, innovasjon, markedsføring
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Cambria
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Beskriv de neste bildene med ett ord
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Verdidrevet markedsføring
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Verdidrevet markedsføring
Bedriftens samfunnsansvar; ‘’Creating Shared Value’’
Bedriftens kjerneverdier(Core values)
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StrategiKostnadsleder
Differensiering
Markedsføring
Markedsføring
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“The strategist's goal is not to find a niche within the existing industry space but to create new space that is uniquely suited to the company's own strengths -
space that is off the map.”
1989; “Strategic Intent”; Gary Hamel & C.K. Prahalad
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KulturHva er det?
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‘Det vi gjør når ingen ser oss’
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Brown, side 200
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http://thelinkbetween.wordpress.com/2011/04/15/iceberg-concept-of-culture/
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‘’It’s not what you say. It’s what you do’’
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KjerneverdierOg lederkrav
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Hvordan opptre
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Google Mission:
To organize the world’s information and make it universally accessible and useful.
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1) We want to work with great people
2) Technology innovation is our lifeblood
3) Working at Google is fun
4) Be actively involved; you are Google
5) Don’t take success for granted
6) Do the right thing; don’t be evil
7) Earn customer and user loyalty and respect every day
8) Sustainable long-term growth and profitability are key to our success
9) Google cares about and supports the communities where we work and live
10) We aspire to improve and change the world
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2004
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Hvordan Kunder og partner
opplever oss
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‘’er.....’’
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II
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Verdidrevet markedsføring
Bedriftens samfunnsansvar; ‘’Creating Shared Value’’
Bedriftens kjerneverdier(Core values)
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CSR
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Bedriftens samfunnsansvar
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Hvordan bygger vi bedriften – og utøver samfunnsanvar på en gang?
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Corporate Social Responsibility
Creating Shared Value
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Tenk: Felles Verdiskapning
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Tenk: Vinn Vinn
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Vinn - Vinn
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Fra dette
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Creating Shared Value i:
Produkter og markeder
Verdikjeden
Lokale underleverandører
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Krever samarbeid, nytenkning, samspill, kommunikasjon, informasjonsdelin
g, tillit....
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Krever transformasjonsledelse – i markedsføring
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Krever evne til å skape felles verdi i nettverk
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Fra dette
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Til dette
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Ta Creating Shared Value på alvor
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Ta Verdibasert markedsføring på alvor
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En innovasjonsutfordring
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Hva koster det å bygge en bolig?
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$300.
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Det kan bli Verdibasert markedsføring som betyr noe.
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.....på vei mot en konklusjon
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..å sy det hele sammen.
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14 % av forbrukere stoler på dette
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70 % av stoler på dette
Anbefalinger fra venner og kjente.....
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Takk for meg
Twitter: @engageinnovate Blog: http://wp.me/1BUWt
Web: www.bi.noE: [email protected]
M. +4792415949