A Platform for TrustHow Vattenfall can improve its brand image

Stockholm School of EconomicsMay 24, 2010

Sofie Ek, Marcus Holst, Johanna Lindquist, Simone Masog

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Vattenfall has to join in on the conversation

May 24, 2010

Spark dialogue, through a platform for communication. Emphasis on honesty and tangibility

Vattenfall

Media

NGOs

Customers

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Inconsistency between external stakeholders’ and Vattenfall’s view

May 24, 2010

Aftonbladet 2009-12-02:”Vattenfalls skitiga byk”(”Vattenfall’s dirty bunch”)

SVD 2010-04-11:”Fossil fånge”(”Fossil captive”)

DN 2010-04-09”Vattenfall släpper ut mer”(”Vattenfall emits more”)

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Vattenfall has to join in on the conversation

May 24, 2010

Spark dialogue, through a platform for communication. Emphasis on honesty and tangibility

Vattenfall

Media

NGOs

Customers

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Establish open and honest dialogue around concrete goals

May 24, 2010

Meet NGOs

Trust, openness, transparency

Invite consumers

Dialogue

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The Action Plan: clear, short-term goals instill trust

May 24, 2010

What is being done?

How is it being done?

When is it being done?

Long-term commitment

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Web-based platform as a foundation for dialogue

May 24, 2010

• Establish short-term goals• Engage NGOs• Webpage concretising goals• Follow-up and feedback

Actions speak louder than words

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Thank You!

May 24, 2010

Any questions?

Stockholm School of EconomicsMay 24, 2010

Sofie Ek, Marcus Holst, Johanna Lindquist, Simone Masog