Global Stakeholder Report 2005

Key finding from Global Stakeholder Report 2005: Companies must base their social responsibility on economic arguments

The Global Stakeholder Report is a bi-annual survey of professional readers of reports on Corporate Social Responsibility (CSR). In 2005, the survey was conducted for the second time. It was conducted, written and published by Pleon, Europe’s largest network of communication consultancies. About 500 readers of CSR reports from 58 countries participated in this online survey which had been conducted in April and May.

More on the Report in the background paper and the press release

Download:

	Global Stakeholder Report 2005, English (PDF, 1.1 MB)
	Global Stakeholder Report 2005, German (PDF, 1.1 MB)

Pleon Marketing Trend Report

The report identifies four important trends, based on the belief that 2005 is potentially the year of recovery for the marketer and the enterprise: brand innovation, alliances, internal collaboration and combining these three trends:

The first is brand innovation and covers the challenge to create differentiation in order to be noticed by relevant target groups. The power of collaboration leads to the second trend which is alliances. Given that most companies still do not have the budget to wage ‘traditional’ marketing warfare, working together enables them to cooperate to stay ahead of the competition. The third trend identified in the report is internal collaboration emphasising the need to internally bridge the gaps between marketing, sales, communications and finance departments. Because margins have collapsed speed is needed and internal departments have to work together more efficiently. As these trends do not stand in isolation, but are closely related to one another, the fourth trend will be combining these three trends.

Download:

	Pleon Marketing Trend Report (1.1 MB)
	Press release

The Business Agenda of Europe’s Top 100 Companies

A new research by Pleon highlights the domestic opportunities for growth identified by Europe’s business leaders, ahead of opportunities in Asia.

Europe acquires a new focus on the business and investment agenda of the corporate leaders. According to a new research conducted by Pleon, a large majority of the CEOs, regardless of the industry they represent or the country they are based in, highlight innovation in Europe – new products and services coming from R&D units in Europe – as the primary source of growth, ahead of opportunities in Asia. While Asia is dominating the headlines, Europe is ruling the corporate reality. In this new study, Pleon analysed the assessment of the most pressing business issues affecting the top 100 European companies.

Key findings:

	Growth tops the CEO agenda: With three years of economic slowdown behind them, European CEOs look forward to higher revenues and profits. Growth is their number one priority.
	Innovation is the key to success: This growth is expected to be derived from innovation in products and services. Companies are reshaping their innovation strategy to achieve success.
	Europe remains in focus: Europe remains at the centre of the business and investment policies. CEOs are also intent on capitalising on the opportunities offered by Asian markets.
	Focus on core competence emerges as a key preoccupation: CEOs express the need to streamline their business portfolios in order to achieve leading positions in global league tables.
	Sliding dollar remains an important risk: European companies are nervous about the Euro-Dollar fluctuations and cite it as a key risk to their businesses.
	Demographics and regulations are big issues: Concerns are rising fast about the negative impact of demographic development and regulations on European businesses.

Download:

	Full version as PDF (2.4 MB)
	A summary as PDF (1.1 MB)

"Geheime Mission? Deutsche Unternehmen im Dialog mit kritischen Stakeholdern“

Fast vier von zehn Großunternehmen in Deutschland gehen systematisch mit kritischen Stimmen aus der Gesellschaft um. Die Inhalte und Ergebnisse solcher Dialogprozesse bleiben aber der Öffentlichkeit verborgen. Das ist ein Fazit aus der ersten empirischen Befragung deutscher Unternehmen zum Dialog mit externen Kritikern, die die Kommunikationsberatung Pleon Kohtes Klewes erstellt hat. In der Untersuchung wurden die 150 größten deutschen Unternehmen befragt, wie sie es mit dem so genannten "Stakeholder-Dialog" halten.

In dem Studienband "Geheime Mission? Deutsche Unternehmen im Dialog mit kritischen Stakeholdern" geben eine Reihe von Unternehmensvertretern und kritischen Organisationen Auskunft darüber, was sie unter einem konstruktiven Dialogprozess verstehen und wie beide Seiten Vorteile daraus ziehen können. Die Befragung wurde im Juli 2004 durchgeführt.

Download:

Volltext als PDF (6,4 MB)

Global Stakeholder Report 2003

Deutsche Unternehmen verschenken wertvolles Reputationspotenzial, weil sie die Anforderungen ihrer internationalen Zielgruppen nicht optimal managen. Die erste weltweite Befragung der Zielgruppen des Non-financial Reporting multinationaler Unternehmen ergab, dass die Unternehmen in der Regel nicht die Themen bearbeiten, die ihre Adressaten bewegen. Die zunehmende Zahl der Berichte über ökologische und gesellschaftliche Leistungen wird zu sehr von der Innensicht der Unternehmen dominiert. Dadurch können die Berichte ihr wirtschaftsrelevantes Potenzial, das insbesondere im Vertrauen der Kapitalmärkte liegt, nicht voll entfalten. Dies sind wesentliche Ergebnisse des "Global Stakeholder Report 2003", den Pleon Kohtes Klewes in Bonn und Fishburn Hedges (London) durchgeführt haben. Weltweit nahmen über 1.500 Leser an der Befragung teil.

Download:

Volltext als  (1,4 MB)