simona dan gf k romania
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Zilele Biz - Management - Simona Dan, GfK RomaniaTRANSCRIPT
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Simona Dan, Market Strategy Advisor
Zilele BIZ | GfK Romania | November 2014
REPUTATION ECONOMY Companies Take Success Into Their Own Hands
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High correlation between corporate reputation & business results
R²0.85
R²0.72
R²0.80
R²0.83
Purchase & Recommendation Stock Value
Recommendation as a place to work Supporting social responsibility projects
R > 0.70: High correlation
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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 & LoyaltyIncrease in key business results in 4 years span
Client Loyalty
EmployeeSatisfaction
Market Share
+17% +11% +6%
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Reputation is in the eye of the beholder
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Reputation Management Stakeholders
Business Partners
Society Investors Law MakersKey Opinion 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
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Delivering on Expectations – 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
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Reputation Index
* Reputation level is calculated as an index score and it is between 0-100.
Reputation Management ScoreRomanian Pharma Industry71
Poor Week Average Strong Excellent
0 50 60 70 80 100
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Reputation Drivers
PRODUCT / SERVICE QUALITY
CORPORATE RESPONSIBILITY
FINANCIAL STRENGTH
EMOTIONAL COMMITMENT
EMPLOYEE BRAND
MANAGEMENT QUALITY
FAMILIARITY
• 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
Importance of drivers (by correlation with Reputation Management Score)
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Companies Personalities
Visionary, Relaxed
RocheRoche
NovartisNovartis
GSKGSK
SanofiSanofiPfizerPfizer
Intelligent
Serious
Strong, Responsible
Leader, Superior
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recomandari
Ethics | Employees | Communication
Recommendations
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Reputation is not another business issue. It is the business itself.
Simona Dan | Market Strategy Advisor | GfK Romania