1. © Sveriges Informationsförening, 2004 RETURN ON COMMUNICATIONS www.sverigesinformations forening.se

2. © Sveriges Informationsförening, 2004 THE STAKEHOLDER MODEL

3. © Sveriges Informationsförening, 2004 Reputation is the sum of the stakeholders knowledge and attitudes Trust is the organisation´s ´credit rating´with its stakeholders Trust consists of: Vision Business concept Goals Strategy Values Brands

4. © Sveriges Informationsförening, 2004 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

5. © Sveriges Informationsförening, 2004 INTELLECTUAL CAPITAL www.nordicinnovation.net

6. © Sveriges Informationsförening, 2004 MERITUM Measuring intangibles to understand and improve innovation management EU-project 2001 Human capital Structural capital Relational Capital

7. © Sveriges Informationsförening, 2004 CEO SURVEY 2000 Relationship with stakeholders88% Trust within stakeholders84% Brand83% Coaching and supporting 88% Develop communication strategies87% Crisis communication 77% Participate in business development 57% Source: SIFO, Research International 2000

8. © Sveriges Informationsförening, 2004 WHAT DRIVES CORPORATE CITIZENSHIP Reputation/brand80% Employee motivation60% Licence to operate50% Source: World Economic forum CEO survey

9. © Sveriges Informationsförening, 2004 SWEDISH COMPANIES MEASURING INTANGIBLES Swedbank TeliaSonera NCC www.swedbank.com www.teliasonera.se www.ncc.se

10. © Sveriges Informationsförening, 2004 NCC STAKEHOLDERS Source: NCC annual report Web: www.NCC.com

11. © Sveriges Informationsförening, 2004 SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com

12. © Sveriges Informationsförening, 2004 SWEDBANK SUSTAINABILITY REPORT Source: Swedbank sustainability report 2002 Web: www.swedbank.com

13. © Sveriges Informationsförening, 2004 DJSI WORLD NEW MARKET SECTOR LEADERS AutomobilesToyota BanksWestpac Banking Corp. Basic ResourcesAlcan ChemicalsDSM ConstructionAMEC Cyclical Goods & ServicesKoninklijke (Royal) Philips Electronics EnergyStatoil Financial ServicesBritish Land Food & BeverageUnilever HealthcareNovozymes Industrial Goods & services3M InsuranceSwiss Re MediaPearson Non-Cyclical Goods & servicesProctor & Gamble RetailMarks & Spencer TechnologyIntel Telecommunications BT Group UtilitiesSevern Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability- index.com

14. © Sveriges Informationsförening, 2004 DJSI STOXX NEW MARKET SECTOR LEADERS AutomobilesVolkswagen BanksABN Amro Basic ResourcesAnglo American ChemicalsDSM ConstructionAMEC Cyclical Goods & ServicesKoninklijke (Royal) Philips Electronics EnergyStatoil Financial ServicesBritish Land Food & BeverageUnilever HealthcareNovozymes Industrial Goods & servicesSKF InsuranceSwiss Re MediaPearson Non-Cyclical Goods & servicesKesko RetailMarks & Spencer TechnologyNokia Telecommunications BT Group UtilitiesSevern Trent Source:Dow Jones, Sustainability indexes Web: www.sustainability- index.com

15. © Sveriges Informationsförening, 2004 WHAT COMES NEXT? ROC Sustainability reporting CSR CR ?

16. © Sveriges Informationsförening, 2004 www.sverigesinformationsforening.se