Corporate Communication - Innocent Smoothies Essay Example
Corporate Communication
EOK A
Written by sascha Examiner Trine M. Østergaard
Submission Date
10/5/2012
Pages
19,9 NP
Agenda Introduction 3 Problem statement 4 Method 4 Corporate Culture 5 Corporate Identity 5 Corporate Image and Reputation of Innocent 6 Innocents Corporate Brand 8 Analysis of Innocents stakeholders 9 Issue management 11 Scanning the environment 12 Stakeholders and issue management 14 Evaluation of the issue 15 Innocent: Selling out of core values? 16 Turn disadvantages to positive opportunities 18 Conclusion 19 Bibliography 20 Books & Articles 20 Online references 21 Appendix 22 The Corporate Identity Mix (Figure 1.) 22 AC2ID (Figure 2.) 22 AC3ID (Figure 3.) 23 Fombrun’s Reputation Model (Figure 4.) 23 Gray & Balmer’s Reputation Model (Figure 5.) 24 The Corporate Branding Tool kit (figure 6.) 24 The power-interest matrix (Figure 7.) 25 The salience model (Figure 8.) 25 Stakeholder communication: from awareness to commitment (Figure 9) 26 SWOT (Figure 10) 26 DESTEP (Figure 11) 27 Position-importance matrix (Figure 12) 27
Introduction
In a globalized world, companies are faced with fierce competition from its competitors, and in order to survive in the given industry, it is essential that companies develop and formulate sustainable issue- and crisis response strategies. They are an integral part of corporate communication which can be defined as “a management function that offers a framework and vocabulary for the effective coordination of all means of communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent.“ (Cornelissen, 2011, p. 5) It was the UK which first enjoyed the taste of Innocent smoothies as the company introduced its products in 1999. In 2003, the UK government realized that obesity was becoming a problem, and as a result launched the 5 a day
EOK A
Written by sascha Examiner Trine M. Østergaard
Submission Date
10/5/2012
Pages
19,9 NP
Agenda Introduction 3 Problem statement 4 Method 4 Corporate Culture 5 Corporate Identity 5 Corporate Image and Reputation of Innocent 6 Innocents Corporate Brand 8 Analysis of Innocents stakeholders 9 Issue management 11 Scanning the environment 12 Stakeholders and issue management 14 Evaluation of the issue 15 Innocent: Selling out of core values? 16 Turn disadvantages to positive opportunities 18 Conclusion 19 Bibliography 20 Books & Articles 20 Online references 21 Appendix 22 The Corporate Identity Mix (Figure 1.) 22 AC2ID (Figure 2.) 22 AC3ID (Figure 3.) 23 Fombrun’s Reputation Model (Figure 4.) 23 Gray & Balmer’s Reputation Model (Figure 5.) 24 The Corporate Branding Tool kit (figure 6.) 24 The power-interest matrix (Figure 7.) 25 The salience model (Figure 8.) 25 Stakeholder communication: from awareness to commitment (Figure 9) 26 SWOT (Figure 10) 26 DESTEP (Figure 11) 27 Position-importance matrix (Figure 12) 27
Introduction
In a globalized world, companies are faced with fierce competition from its competitors, and in order to survive in the given industry, it is essential that companies develop and formulate sustainable issue- and crisis response strategies. They are an integral part of corporate communication which can be defined as “a management function that offers a framework and vocabulary for the effective coordination of all means of communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent.“ (Cornelissen, 2011, p. 5) It was the UK which first enjoyed the taste of Innocent smoothies as the company introduced its products in 1999. In 2003, the UK government realized that obesity was becoming a problem, and as a result launched the 5 a day