Top Banner
What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen [email protected] A dynamic future CSR scenario ECON-konferansen 23. Oktober 2001
59

What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

Dec 21, 2015

Download

Documents

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

What will society’s demands on companies be in 2010?

What will CSR mean, and what will it take to be a solid CSR

performer?

Future Preview ved Terje Osmundsen

[email protected]

A dynamic future CSR scenario ECON-konferansen

23. Oktober 2001

Page 3: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Conflicting perceptions of the Future?

”The Global Knowledge economy”

”The Dream Society”-

”Die

Risikogesellschaft”

What model for the future NOW?

Page 4: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Welcome to the world of interdepencence!

I believe this is a fight for freedom..The starving, the wretched, the dispossessed, the

ignorant, those living in want and squalor from the deserts of Northern

Africa to the slums of Gaza to the mountaiin ranges of Afghanistan:

theytoo are our cause.

Tony Blair, october 2001

Page 5: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Business in the age of uncertainty?

-If we are to survive in tomorrow’s markets, we must focus on products and services which are continuesly being developed , often for customers and markets which do no yet exist, distributed by technology not yet available , and in competition with players we cannot yet identify.

 

Page 6: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Has strategy become obsolete?

Page 7: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

No time to think?

There are a huge number of people who feel that the future is arriving so fast that they’re hanging on by their fingernails. That the world has become so fast that there isn’t time to think through the complexities of the decisions they need to make.

Page 8: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

What is strategy?

Strategy is about setting yourselfapart from the competition.It’s not just a matter of being better at what you do - it’s a matter of being different at what you do...

Michael Porter (1997)

What is not different is not strategic...Strategy is not a way of positioning against competitors but of going around them...

Gary Hamel (2000)

Page 9: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The corporate ”soul”

Culture• Who are we?• What do we stand for?• What rules do we have?

Core competencies• What are our core competencies?• What do we know better than others?• What unique relations do we have ?

In the future, building strong market positions will be about building companies with a strong personality and corporate soul

Jesper Kunde, 2000

Company culture and core

competencies

Page 10: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Our approach to strategy

Company culture and core competencies

Tomorrows marketarena

(fremtidsbilder, scenarier, mulighetskartlegging)

(bedriftens sjel)

Business innovation

Unique positioning

Business Development

=

Page 11: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Drivers Why does it happen?

Events What happens?

Authori-ties Owner

sCustomers

Employees

Suppliers Stake-holders Society

How does it affect us?

How do we do it?Scenario-based strategic development

What could happen?

Tomorrows market arena

Page 12: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Future Preview – Positioning for the Future

Strategy navigationstrategy – scenario – innovation – idea lab

Future knowledgeresearch – lectures –trends, drivers –

knowledge net

Future businessdevelopment – conceptualization –

positioning – repositioning

Page 13: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

construction

real estate

energy

oil & gas

telecom/IT

public services

finance/banking/insurance

education

transport/logistics/distribution

media

TV/broadcasting

retail

labour union

Industry References

strategy navigation

future business

future mindset

Extensive Network

Inspiration,research

Institutt for Fremtidsforskni

ng

Global Business Network

Trends

Scenarios

Inspiration,

research

Positioning forthe Future

Learn

ing

stra

tegie

s

Innovest

Stra

tegi

c Val

ue

Adv

isor

Page 14: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Index

IntroductionTrends and driversCRS themes

A new conceptCorporate citizenship – examplesNew stakeholders – financial aspects of CSRStakeholder awareness

Future perspectives on CSR

Page 15: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

Critical drivers?

Individualisation

Deindustrialisation

Multiculturalism

GlobalisationEuropeanization

The Me Inceconomy

The digital transformation

Demographic changes

The Petroleum economy

The politicalstakeholder

Public finance

Greening of business Politics and Government

Page 16: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Globalisation ....or?

Investments across borders is still increasing: customers and competition becomes global

Mergers, alliances, joint ventures, and trans-national ownership takes this trend further and leads to integrated values chains where the different parts is places in different countries

After september 11th: Will the trend reverse?

Financial Times 16. Oktober 2001

Index (1985=100)

100

10

1

0,1

0,01

1800 1825 1850 1875 1900 1925 1950 1975 2000

Kommunikasjon

Transport

Utviklingen av telekommunikasjon og personlig transport fra 1800 tallet til begynnelsen av 1980-tallet.Kilde: Grûbler, 1990.

Page 17: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The climate challenge

Climate changes are real – poor countries will be the most affected

From Kyoto to a silent revolution in industry: “What is your CO2 account?”

CO2 trading will initiate the development of a global environmental regime

The Norwegian challenge: Forceful changes or expensive technology development

Environmental issues Energy consumption and prices Use of natural resources Use of recyclable materials Use of chemicals Increasing regulatory demands Increasing markets for environmental products Increasing environmental demands in the

supply chains

Page 18: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

From climate change to natural disaster costs

– Global oppvarming på 2 grader Celsius neste 100 år

– Økning i frekvens og intensitet på ekstrem vær

Page 19: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

”A/S Norway”Growth of the

”fund-capitalism”

Annual flow into European equities

0

200

400

600

800

1000

Currentannual flow

Forecastflow 2010

Source: Mc Kinsey, 1999

USD

bil

lion

s

Mutual fonds

Pension funds

Insurance funds &households

The Post-Capitalist revolution

In the globaI ”fund capitalism” the owner capital is anonymisedListed companies gets universal owners – the same funds owns everybody

Non-listed companies gets a stronger regional profile – ownership and customers is based locally

Page 20: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Page 21: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Fiduciary Capitalism- How institutional investors can make corporations more

democratic

Universal OwnersUniversal owners must first be aware that they own the economy as a whole and then realize that this has implications for the way they monitor the business.A universal owner needs to augment firm-by-firm monitoring with a concern for the broader economic environment.These concerns include but are not but are not limited to general monetary and fiscal policy, regulatory policy, and the provision of important public and quasi-public goods such as education, tort law and the transportation and communication infrastructure.It also needs to pay attention to the activities of individual firms in its portfolio that may generate either positive or negative externalitiesIt needs to support companies that are engaged in activities that generate positive externalities, because it will capture the benefit across its portfolio

Page 22: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Knowledge economy

Retu

rn

Strategic assets

Knowledge

Competencies

Creativity

Labour

Capital

Raw mateial

”knowledge is becoming the single most important company asset..”

Peter F. Drucker

Page 23: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

A Simple Model of Values Change

Affluent

Belonging

Survival

Middle-income

Poor

Economic Status Maslow’s

Needs

Values

Self-Actualization

Modern

Traditional

Postmodern

Source: Andy Hines - Ideation Leader, Dow Chemical

Page 24: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Collective Individualism?

BRIAN: Look. You've got it all wrong. You don't need to follow me. You don't need to follow anybody! You've got to think for yourselves. You're all individuals!

FOLLOWERS: Yes, we're all individuals!

BRIAN: You're all different!

FOLLOWERS: Yes, we are all different!

Small lonely voiceI'm not. Source: Monty Python's Life of Brian

Page 25: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

From Things to Think

Su

rviv

al an

d W

ell-

bein

g

GNP per Capita

Economic Gains

Lifestyle

When you can take material things for granted,you think more about what it all means

Kilde: Andy Hines - Ideation Leader, Dow Chemical

Page 26: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Norvegians on top in voluntary work

Each Norwegian performs on average one week of voluntary work a year – outperformed by Sweden by a day!8 out of 10 is willing to volunteer given that the circumstances are right (clearly defined task)Only 3 out of 10 actually does voluntary work

Reaseach by:

Aftenposten 13/3 2001

Page 27: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The rise of NGOs…

Page 28: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

CSR themes

Page 29: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Is CSR a new concept?Frederick Taylor – Scientific Management, 1911

Scientific management was not about rigid control of the labour force as has become synonymous with “Taylorism” – his concern for the employee had a humanistic nature!“The chief and essential feature of Scientific Management is the change in the mental attitude of both employers and employees toward their common work”“We can see our forest vanishing, our water powers going to waste, our soil being carried away by floods into the sea; and the end of our coal and our iron is in sight. We can se and feel the the waste of material things. But we cannot see or feel the larger wastes of human effort going all around us. Awkward, inefficient, or ill-directed movement of men leave nothing visible or tangible behind them”

Henri Fayol – General and industrial management, 1916Advocated for establishing an “Esprit de corps” e.g. through employer interest in employees health, strength, education, morale, and stability

Oliver Sheldon – The philosophy of management, 1923“Industry foremost exist to provide the commodities and services which are necessary for the good life of the community”“Industrial management, in a broad sense, is the function, practiced by whatever persons or classes, responsible for the direction of industry to the above end. It must therefore be governed by certain principles inherent in the motive of service to the community”“Management shall endeavour to interpret the highest moral sanction of the community as a whole, as distinct form any sanction resting upon group of class interests, or in other words shall attempt to give practical effect to those ideals of social justice which would generally be accepted by the most unbiased portion of communal opinion”.

Why didn’t we notice before?

Page 30: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Growing income disparitiesChange in number og people with less

than 1$ a day, 1987-98

Page 31: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

number of murders per 100 000 inhabitants

Page 32: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Growth in SRI funds

Source: Pax World Funds, August 2001

Page 33: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Growth in SRI funds

0

500

1000

1500

2000

2500

1995 1997 2000

0

500

1000

1500

2000

2500

3000

3500

1990 1992 1994 1996 1998 2000

SRI Growth in the U.S.A. SRI Growth in the U.K.

Page 34: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Historical data on SRI funds

Over the last three decades, assets of social responsible mutual funds grew about five times faster than those of all other fundsOver the last three decades, the rank of SRI funds grev more than twice as rapidly as those of all other funds

SRI funds tracked by Wiesenberger has grown 9.500%All other funds have grown 4.074% in the same period

The surge in SRI funds and assets has remained relative close to those of all other funds in recent yearsAssets in social and environmental responsible funds reached the $100 billion milestone for the first time in 2001If the current growth levels continue, more than a quater trillion dollars will be invested in SRI funds by 2011

Source: Pax World Funds, August 2001

Page 35: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Does it pay to be green?

”The jury is in – overall, corporate sustainable development performance has a postive impact on business success”

(From study ”Buried Treasure: Uncoverinmg the business case for corporate sustainability”, UNDP april 2001)

Many funds did badly last year because they were overexposed to technology stocks. Other funds- particularly those invested in alternative energy companie- performed spectacularly well.

(Financial Times, June 2001)

The question of whether it pays to be green will dependon the company, its strategty and its circumstancesFinancial Times, June 2001

Page 36: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The emerging stakeholder capitalism

Eco-enhanced funds

Traditional SRI fund(negative screening)

Page 37: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

1970 19991980 1995

Inte

gra

tion

level

Social Responsible Investments

Investments in Environmental Technology

Investment in Eco-Efficiency

Triple Bottom-lineInvestment

2000-5

F E SF E S 3 in 13 in 1

Value-based negative

screening

Low diversification High volatility Sustainable ?

Higher value creation Lower eco-footprint

Bottom line=

ShareholderValue

Triple evaluation Value driven Not market driven

Innovest SustainableValue‘21

The SRI Market Evolution

Page 38: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Stakeholder Capital:• External stakeholder input, community boards• Plant closure policies / practices• Local recruitment• Local suppliers, contractors• Corporate philanthropy

Human Capital Development:• Employee Retention Rate• Work policy, diversity, job sharing, flexible schedule, telecommuting.• Training and Skills Development• Benefits, wellness programs, healthcare, child care, etc.• Health & Safety performance

Products / Services:• Human safety / Risk• Environmental harm / Risk• Product stewardship• Life cycle analysis• Social impact assessment• Respect of local culture

Supply Chain:• Screening standards• Education / training• Audits / Verification• Third Party Reviews• Positive Discrimination

International:• Developing country policies, standards and practices.• Human rights / Child Labor• Social and Environmental impact• Local economic/social benefits• Skills/Technology transfer

SVSV'21™

RATING

Social Strategy & Policy:• Social/ethical standards• Codes signatory / Child labor• Human Rights, SA 8000, ETI, ILO, etc.• Integration with Core Business• Consistency / International• Performance Indicators and Targets• Accounting /Reporting/Disclosure/Auditing

Example: SustainableValue’21

Page 39: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

• Corporate overview• Stock price performance• Key issues for investors• SRI screens involvement• Relative social performance

chart• Sustainability Strategy &

Mgt• Stakeholder Capital• Human Capital

Development• International issues• Product / Services• Supply Chain

SustainableValue’21 Company Profile

SustainableValue’21 profile includes:

Page 40: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The emerging stakeholder capitalism

Eco-enhanced funds

Active engagement funds

Traditional SRI fund(negative screening)

Page 41: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Page 42: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Can Exxon resist?

Page 43: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Financial Times 11.07.01: FTSE4Good aims for a clear conscience

STOCK MARKET INDICES SOCIALLY RESPONSIBLE INVESTMENT MOVES INTO MAINSTREAM THINKING:

The UK's top ethical fund managers yesterday welcomed the arrival of the FTSE4Good index as the latest sign that socially responsible investment is moving into the mainstream of City thinking.

Rob Lake, head of Henderson's SRI strategy, and overseeing Pounds 1.2bn of ethically invested assets, said the FTSE4Good index showed that ethical investing was growing in popularity.

"It indicates this is not just (the business) of a group of campaigning radicals - it's not just a blip."

Page 44: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Page 45: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Page 46: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Quarterly capitalism or invitation to dialog?

Page 47: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

A powerful global conversation has begun. Through the Internet, people are discovering

and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and

getting smarter faster than most companies

Page 48: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The social index

Creating a national arena

Page 49: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Changing consumer/investor demographics

Tightening global and domestic regulatory pressures – eg. U.K., European pension reforms

Increased transparency and velocity of information; NGO pressures

Broadening of fiduciary responsibility

Growing institutional shareholder activism

Growing CEO/CFO awareness of competitive and financial benefits

Recent SRI Fund Performance

Intensification of global industry competition: SRI factors become competitive weapons

Market Drivers

Page 50: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

Future perspectives on CSR

Page 51: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

A neo-marxist perspective?

Page 52: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The Iceberg Balance Sheet

• In 1930, intangible value represented roughly 30% of the market value of major corporations

• In 2000 it was 85%

• In 2010 and beyond ???

INTANGIBLE VALUEINTANGIBLE VALUE

TANGIBLETANGIBLEVALUEVALUE

Knowledge Capital

Speed & Agility

Innovation capacity

Structural Capital (external)

Stakeholder management

Social & environmental performance – “sustainability”

Source: Innovest Strategic Value AdvisorsFuture Preview SRI seminar - September 2001

Page 53: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The new business agenda?

”Being global carries global obligations. Increasingly, HPs succees is defined by our ablility to see how our company fits into a much larger ecosystem of causes and effects – how the push and tug of on one side of the globe can positively og negatively affect families, companies, nations and entire peoples on the other side.

”To ensure that we are doing everything we can to unlock the doors to the information economy in a way that is not Western-imposed, US.centric or homogenous, diversity has long been key to HPs global strategy”

HP Chairwoman Carly Fiorina, IHT, 20.10.01

Page 54: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The search for meaning?

F

Mening

Vekstmotiv

Fysiologiske

Trygghet

Sosial

Respekt

Selvrealisering

Mangelmotiv

”..the only factor becoming scarce in the world of abundance is human attention…”

Kevin Kelly; New Rules for the New Economy

Page 55: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

A question of Trust

TRUSTMARKA trustmark is a distinctive name or symbol that

emotionally binds a company with the desires and aspirations of its customers. It's an emotional connection -- and it's much bigger and more powerful than the uses that we traditionally

associate with a trademark.

Page 56: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

The challenge of the living company

From grassroots/NGO to authorities to financial investors!

Trust me cultureBroad socialacceptance

Tell me cultureSociety wants tobe told what is

going on

Show me cultureDemonstrate serious

intent to changefor the better

Page 57: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

20th century corporation

Creditors

Customers

Suppliers

The corporation was the centre of its own universeStraightforward relationships with customers, suppliersand competitorsRigid, hierarchical structure

The early 20th century

corporation

20th centurycorporation

CustomerShareholder

Customer

SupplierTrade unions

Customer

Customer

More sensitive to the external surroundingsBusiness units closer to markets“Them” and “us” thinking

The later 20th century

corporation

Supplier

Supplier

Govern-ment

Communitygroup

Potentialcustomer

Subcontractor

Corporation

Supplier

Potentialcustomer

Customer

Competitor

Share-holder

Jointventure

Corporation

Potentialemployee

Customer

Supplier

Government

21st centurycorporation

Share-holder

AllianceR&D

partner

A connected network between businesses, governments, unions, NGU’s, society and the physicale environment which contains them all

The 21th century corporate ecosystem

Mot et sammenkoblet næringsliv

Page 58: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

ECON-konferanse 23.10.01

Future Excellence

dialog

Utv

iklin

g

Tid

Future Excellence:Future Excellence:shaping the living company shaping the living company

VisjonVisjonVisjonVisjon

Dagens Dagens realiteterealitete

rr

Læring

Identitet

Sosialt samspill

Utvikling

En organismes kamp for tilværelsen…

(fritt etter The Living Company av Arie de Geus)

Page 59: What will society’s demands on companies be in 2010? What will CSR mean, and what will it take to be a solid CSR performer? Future Preview ved Terje Osmundsen.

Thank you for your attention!

” The real voyage of discovery consists not in seeking new landscapes, but in having new eyes”

Marcel Proust