RepMan 2014 Forumun ardından


Geçtiğimiz hafta, hani gözlerimizi “twitter”ın yasaklandığına açtığımız gün, itibar, etik ve sürdürülebilirlik konularının ele alındığı “RepMan Forum 2014” ü gerçekleştirdik. Forumda yapılan konuşmalar, sunumlar önümüzdeki günlerde RepMan web sayfasında yer alacak. Forumdaki konuk konuşmacılarımızdan birisi Toby Webb idi. Kendisi İngiltere merkezli Ethical Corporation’ın kurucularından. Aynı zamanda bu konularda iş dünyası tarafından en yoğun izlenen Smarter Business Blog yöneticisi. Foruma ilişkin izlenimlerini onun blogundan alarak paylaşıyorum.
A few obvious musings   on ethics, reputation, sustainability and change management
I spoke at an   Istanbul conference yesterday on the above topics. Organised by Turkey’s   leading reputation expert Salim Kadibesegil, the event brought   together 150 senior executives from Turkish business.
I can’t claim any   expertise on Turkey, other than suggesting that it’s a fascinating,   intellectually curious and deeply hospitable and politically volatile (today)   ‘frntier market’.
(The day I arrived Twitter was banned, much to the   embarrassment of everyone I met)
Here below are some   of the notes I used to frame my remarks. Salim kindly gave me a steer in   advance.
He asked me a couple   of really important questions which are below, above my doubtless inadequate   responses, which are more or less in note form.
Given my previous   post was all about delusion I can’t suggest my   ramblings are of much use, but judge for yourself.
Q: Why are ethics   counted as major ingredient of corporate reputation
A: Because ethics   are the bedrock of behaviour.

Ethics govern   reputation, that’s not always immediately obvious but over time becomes   clear.
Ethics are how you   behave when no-one is watching.
Ethics are how you   behave, values are what you stand up for, together they are the basis of   genuine and long lasting company culture.
But lots of   companies are nervous talking about ethics in public, partly because they are   subjective and expectations change over time.
This nervousness   also comes from the fact that any claims of bad service or mistakes become   confused with ethics.
Bad customer service   is linked to poor ethics but the two are not always as linked as people   think.
Companies and people   make mistakes, that doesn’t mean they are unethical. But try telling that   story on Twitter if you are a brand. That’s why you need credible allies to   help tell your story and stand up for you.
Q: How do   investors judge the ethical behaviour of companies?
A: They are often   confused: traditionally share priced have bounced back and boycott losses are   small.

But now internet   related technologies are creating reputation footprints all over corners of   the web and mini campaigns against companies are ever present and sometimes   damaging to prospects.
Shell executives   tell me mainstream investors now ask about reputational and operational risk   management at the company: this is one important reason why the company   stopped Arctic drilling activities recently.
Investors are   increasingly aware of how much License to Operate matters for companies in   their operations in factories or at mining, oil and gas or port or industrial   sites. A bad community   relationship can shut down assets, sometimes at a very serious cost to   shareholders.
The Yanacocha gold mine in Peru run by   Newmont, is a good example.
So is Rosia Montana   in Romania where Gabriel Resources have been trying to get national approval   for a gold and silver mine for 15 years.
Palm oil companies,   timber and oil, gas, mining and heavy industry companies now face serious   financial risks from community unrest and campaign groups, and also from   regulation.
Investors are   increasingly aware of the tools and frameworks companies can use to manage   these risks, (CDP, Ruggie, IFC & FPIC, Equator Principles etc)
Q: Do consumers   care about the  ethical behaviour of companies?
 A: Yes but they   don’t and won’t pay extra for ethics: why should they?

Consumers care but   they don’t want to deal with the complexity of 400 ecolabels, none of which   cover full impacts.
Consumers want to   trust brands, not just products. Look at what Unilever’s approach today   (trust their brand, along with the product)
Q: Where do   sustainability, ethics and corporate reputation correlate?
A: Ethics are the   bedrock, the framework.

Sustainability is   the change management trigger, risk radar and opportunity catalyst.
Corporate reputation   and its improvement is one of the long term rewards. 

 

 

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