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“Ensuring Business
Continuity through
Impactful Reputation
Management”
May 28th – 30th 2009
Amsterdam, The Netherlands
13th International Conference on
Corporate Reputation, Brand, Identity and Competitiveness
Welcome
The financial crisis has severely damaged reputations of
companies and individuals. Monetary fortunes have been lost,
increasing numbers of people have been laid off. Key questions to
be answered at this conference are: What can be done to mitigate
reputation damage? What lessons can be learned from academic
research? What are the visions of representatives of leading
global firms on how to maintain a sound reputation?
This year’s conference will present best practices and leading
academic research on topics such as:
How do we restore trust between top management and external and internal stakeholders?
Is sustainability sustainable in times of crises?
How do we handle internal conflicts from a reputation management point of view?
What is the role of country reputation in creating competitive advantage?
What are the newest developments in identity research and how does this help managers in the area of reputation?
What are the newest developments in reputation risk assessment?
We have put together an exciting 3-day program with the help of
our sponsors AkzoNobel, Eneco, Philips and Shell. The conference
starts Thursday May 28, 2009 and concludes on Saturday May 30,
2009. The Conference Program will begin Thursday evening with
two plenary sessions followed by an opening dinner. A full
program of plenary sessions and breakout workshops will follow
on Friday and Saturday.
And the conference will end on Saturday night with a marvelous
boat tour through Amsterdam’s beautiful canals.
Enjoy the conference!
Dr. Cees B.M. van Riel
Professor of Corporate Communication, Rotterdam School of
Management and Vice Chairman, Reputation Institute
A thank you to our sponsors:
Thursday 28th Friday 29th Saturday 30th
09.00 –
10.00
Doctoral Consortium
10.00 -16.00
(by invitation only)
Plenary 3
09.00 – 10.00
Breakout 4
09.00 - 10.30
10.30 Coffee Break
10.00-10.30
Coffee Break
10.30 - 11.00
11.00 –
12.00
Breakout 1
10.30 - 12.00
Plenary 5
11.00 - 12.15
12.30 Lunch
12.00 - 14.00
Lunch
12.15 - 14.00
13.00 –
14.00
14.30 Plenary 4
14.00 - 15.00
Breakout 5
14.00-15.30
15.00 –
16.00
Breakout 2
15.00 - 16.30
Plenary 6
15.30-16.30
16.30 Closing
17.00- 17.30
17.00 –
18.20
Registration & Cocktail
Reception
Coffee Break
16.30 - 17.00
18.20 –
18.30
Welcome by
Cees van Riel
Breakout 3
17.00 - 18.30
Boat Cruise
18.30 –
19.15
Plenary 1
18.30-19.15
19.15 –
20.00
Plenary 2
19.15-20.00
Dinner
RI Award
20.00 –
21.30
Buffet
21.30
22.00
CONFERENCE OVERVIEW PROGRAM
Thursday May 28 – Saturday May 30
Plenary Session Thursday 18.30-19.15 hours
Contributions of Reputation Management in a Financial Crisis Forum Discussion: Alberto Andreu Pinillos - Telefónica, Herbert Heitman - SAP, Jeroen Overgoor - Eneco, Cees van Riel - Rotterdam School of Managment
Plenary Session Thursday 19.15-20.00 hours
How Reputation Management Matters in Current Times:
a Business View by Philips Rudy Provoost, Chief Executive Officer - Philips Lighting
Plenary Session Friday 9.00-10.00 hours
Reputation Management at Shell and AkzoNobel Bjorn Edlund, Vice President, Communications - Royal Dutch Shell, John McLaren, Director, Corporate Communications - AkzoNobel
Plenary Session Friday 14.00-15.00 hours
The Impact of Culture on Reputation Management
Dr. Geert Hofstede - University Maastricht
Plenary Session Saturday 11.00-12.15 hours
Managing Intractable Identity-Reputation Conflicts Dr. C. Marlena Fiol - University of Colorado at Denver
Plenary Session Saturday 15.30-16.30 hours
Reputation Lessons Learned by US Firms Dr. Charles Fombrun, Chairman - Reputation Institute
PLENARY SESSIONS (in formation)
CONFERENCE OVERVIEW PROGRAM
Thursday May 28 – Saturday May 30
“The Business Case for CSR” Revisited
Challenges in Managing Stakeholder Expectations
Distinctiveness versus Legitimacy: Which Way to go in Reputation Management?
Breaking Boundaries with Visualization, your Corporate Identity beyond Language
Is Your Reputation at Risk?
Corporate Sponsoring: Expensive or Effective?
Reputation and Competitiveness: New Insights to Ensuring Sales growth
Get a Grip: Media Impact on Corporate Reputation
Reputational Intermediaries - Where were the Gatekeepers during the Credit Crisis?
Like it or not, we’re in this Together: Identifying and
Managing Reputation at the Industry Level
Latest Developments in Communication Sciences about Reputation Management
Social Responsibility under Pressure, using your CSR Efforts to (Re)Position Yourself
Time to Innovate: what Corporate Communication can do to support Perceptions of Innovation
How Companies can Align Strategy, Culture and Identity through Corporate Branding
Aligning your Employees during Difficult Times
Express Yourself: a Strong Identity with Sense-Giving
BREAK OUT SESSIONS (in formation)
Alberto Andreu Pinillos, Managing Director of Corporate Reputation
and Corporate Identity, Telefónica S.A., Spain
PLENARY SESSIONS
Thursday 28th
Plenary Session 1
Thursday 18.30-19.15 hours
Contributions of Reputation Management in a Financial Crisis
Forum Discussion: Alberto Andreu Pinillos (Telefónica), Herbert
Heitman (SAP), Jeroen Overgoor (Eneco), Cees van Riel (RSM)
Herbert Heitmann, Senior Vice President Global Communication, SAP, Germany
Jeroen Overgoor, General Manager Corporate Communications, Eneco , The Netherlands
Dr. Cees B.M. van Riel, Professor Corporate Communication,
Rotterdam School of Management, Erasmus University, The
Netherlands and Vice Chairman, Reputation Institute
Rudy Provoost Chief Executive Officer, Philips Lighting and a member of the Board of Management, The Netherlands
PLENARY SESSIONS
Thursday 28th
Plenary Session 2
Thursday 19.15-20.00 hours
How Reputation Management Matters in Current Times: a Business View by Philips
Rudy Provoost, Chief Executive Officer, Philips Lighting
Bjorn Edlund, Vice President, Communications,
Royal Dutch Shell, The Netherlands
John McLaren, Director of Corporate Communications, AkzoNobel, The Netherlands
PLENARY SESSIONS
Friday 29th
Plenary Session 3
Friday 9.00-10.00 hours
Reputation Management at Shell and AkzoNobel
Bjorn Edlund, Vice President, Communications, Royal Dutch Shell,
John McLaren, Director Corporate Communications, AkzoNobel
Dr. Geert Hofstede, Emeritus Professor, Maastricht University,
The Netherlands
PLENARY SESSIONS
Friday 29th
Plenary Session 4
The Impact of Culture on Reputation Management
Dr. Geert Hofstede, University Maastricht
Friday 14.00-15.00 hours
Dr. C. Marlena Fiol, Professor of Strategic Management, University of
Colorado at Denver, Graduate School of Business Administration,
USA
PLENARY SESSIONS
Saturday 30th
Plenary Session 5
Saturday 11.00-12.15 hours
Managing Intractable Identity-Reputation Conflicts
Dr. C. Marlena Fiol, University of Colorado at Denver
Dr. Charles Fombrun, Chairman, Reputation Institute, Professor
Emeritus of NYU's Stern School of Business, USA
PLENARY SESSIONS
Saturday 30th
Plenary Session 6
Closing
WRAP-UP
Concluding Remarks
Reputation Lessons Learned by US Firms
Dr. Charles Fombrun, Chairman, Reputation Institute
Saturday 15.30- 16.30 hours
BREAK-OUT SESSIONS
The “Business Case for CSR” revisited
A large number of studies suggest that investing in corporate social
responsibility (CSR) yield financial benefits for a company. But what are
the causal pathways that link CSR to CFP? And what are the long-term
versus short-term effects of CSR? This session will address these and
related issues.
Chaired by:
Dr. Guido Berens, Assistant Professor, Rotterdam School of
Management, Erasmus University, The Netherlands
Presenters:
Dr. Manoj K. Agarwal, Associate Professor, Binghamton University,
State University of New York, USA
Dr. Marc Orlitzky, Associate Professor,
Penn State University – Altoona, USA
Dr. Jegoo Lee, Boston College, USA
Dr. Joshua Margolis, Associate Professor, Harvard Business School, USA
Break-out session 1
Challenges in Managing Stakeholder Expectations
An organization's identity reflects what is central, distinctive and
enduring about an organization. These criteria guide expectations that
internal and external stakeholders have regarding the organization.
This session brings together research in this area and highlights the
potential of taking an expectation-oriented perspective on
organizational identity.
Chaired by:
Dr. Johan van Rekom, Assistant Professor, Rotterdam School of
Management, Erasmus University, The Netherlands
Participants:
Dr. Mary Ann Glynn, Professor, Boston College, USA
Dr. Mirdita Elstak, Senior Consultant Publicis Consultants Van Sluis,
Amsterdam, The Netherlands
Dr. Peter Foreman, University of Illinois at Urbana-Champaign, USA
Break-out session 2
Distinctiveness versus Legitimacy: Which Way to go in
Reputation Management?
While companies need to be distinctive to create a competitive
advantage, they also need to show similarity and conformity to
establish legitimacy. How do companies balance both sides of this
strategic scale? This session focuses on the strategic actions and
communications that organizations can take to effectively do so.
Chaired by:
Dr. Mignon van Halderen, Assistant Professor, Rotterdam School
of Management, Erasmus University, The Netherlands
Participants:
Dr. David Deephouse, Professor, University of Alberta, Canada
Dr. Pursey Heugens, Professor, RSM Erasmus University,
The Netherlands
Dr. Jay Handelman, Associate Professor, Queens University, Canada
Dr. Stelios Zyglidopoulos, Judge Business School, United Kingdom
Break-out session 3
Breaking Boundaries with Visualization, your Corporate
Identity beyond Language
Its a myth! Beauty is not in the eye of the beholder! Nor is it in the eye
of the region or country! You can drive identity decisions to achieve the
consumer and customer responses / attitudes / feelings that you are
seeking. We will discuss the design landscape - simplifying places to play
in design. We will then discuss the consumer and customer landscape -
simplifying the places to win within your markets. We then bring these
insights together to explore how you can increase your ROI on your
identity investments. We expand on that discussion to include thoughts
on how to pursue disruptive innovation in your communication efforts.
Dr. Pamela W. Henderson, USA, former Professor of marketing at
Washington State University and at Carnegie Mellon University and CEO
of NewEdge + The Brewery.
Marc Cloosterman, CEO NykampNyboer managing visual performance,,
The Netherlands and managing director of BrandFinance (The
Netherlands)
Break-out session 4
Is Your Reputation at Risk?
RepTrak™ Risk is an online decision support tool that helps organizations
evaluate intangible risks in real time. It provides a common cross-
organizational framework for prioritizing and mitigating risks as well as a
standardized approach to risk reporting.
In this session we will show the possibilities to customize this tool to
integrate it into current risk identification and reporting processes or
how it can be part of a comprehensive risk management strategy.
Chaired by:
Kasper Nielsen, Managing Partner, Reputation Institute, USA
Seamus Gillen, Managing Director, Reputation Risk Practice,
Reputation Institute, United Kingdom
Break-out session 5
Corporate Sponsoring: Expensive or Effective?
Chaired by:
Frank Koster, General Manager,
Corporate Communications and
Affairs, ING Group, The Netherlands
Robin Boon, Group Director,
Communications, TNT,
The Netherlands
Eraldo Carneiro,
Head of Corporate Communications,
Petrobras, Brazil
Break-out session 6
Eduardo Felberg, Manager of
Corporate Image and Brands,
Petrobras, Brazil
Paulo Marinho, Manager of
Communications, Banco Itau,
Brazil
Reputation and Competitiveness:
New Insights to Ensuring Sales growth
We will demonstrate that the more the staff view of reputation
outshines that of the customer in service organisations, the higher will
be future sales growth. We will also show how employers can improve
the employee views of reputation and the many beneficial outcomes
from doing so. We look forward to comparing our views and
experiences with those of delegates in a lively and constructive debate!
Chaired by:
Dr. Gary Davies, Professor, Manchester Business School,
United Kingdom
Dr. Rosa Chun, Professor, Manchester Business School,
United Kingdom
Break-out session 7
Get a Grip: Media Impact on Corporate Reputation
Reputation Institute helps clients assess the impact of media coverage on their reputation. Our approach uses the RepTrak™ framework, allowing for media analysis to easily be integrated into clients' reputation management systems (e.g. integrated with reputation/brand perception analysis), to examine whether and how media coverage is contributing to building up or breaking down reputation. In this break-out session we will have a discussion on using media analysis to support your decision making process and how the information can affect your company policies.
Chaired by:
Rob Jekielek, Principal Consultant, Reputation Institute, USA
Dr. Craig Carroll, Assistant Professor, University of North Carolina-
Chapel Hill, Director of the Carolina Observatory on Corporate
Reputation in the School of Journalism and Mass Communication, USA
Break-out session 8
Reputational Intermediaries! - Where were the
Gatekeepers during the Credit Crisis?
Regulators, Rating Agencies, Financial Analysts, Auditors and Independent Boards all have come under renewed public scrutiny as a result of the current credit crisis. At the beginning of this century, the big corporate scandals enforced, allegedly, strong improvements in corporate governance systems around the globe. Consequently, investors and other stakeholders were under the impression that the corporate world was safer and was cleansed of its excessive executive behaviors, including unclear risk taking and perverse remunerations. In this session we shall review what went wrong and provide some insights into the mechanisms which drove gatekeepers' 'watch-dog' performance and also where they failed collectively!
Chaired by:
Fred Gertsen, Partner with PriceWaterhouseCoopers, The Netherlands
This session will be presented by Fred Gertsen in cooperation with
experts from Corporate Governance and Financial Markets.
Participants:
To be announced
Break-out session 9
Like it or not, we’re in this together: Identifying and
managing Reputation at the Industry Level
Corporate reputation is a function of more than corporate context and
actions. In particular, a corporation’s reputation is affected by the
conditions of the industry in which it resides – industry matters. This
session extends the ideas presented in the Spring 2008 Special Issue of
Corporate Reputation Review on reputational interdependence through
studies that identify industry reputation effects and address ways to
manage them.
Chaired by:
Dr. Michael Barnett, Exide Professor of Sustainable Enterprise,
University of South Florida, USA
Presenters:
Dr. Charlene Zietsma, Assistant Professor, Richard Ivey School of
Business, Canada
Dr. Sheila Goins, Assistant Professor, University of Iowa, USA
Break-out session 10
Latest Developments in Communication Sciences
about Reputation Management
Financial Crunch Reflections in the Media
Dr. Jan Kleinnijenhuis, Professor Communication Science, VU University
Amsterdam, The Netherlands
Corporate Communication as public frame doctoring
Dr. Betteke van Ruler, Professor of Public Relations and
Communication Management, University of Amsterdam, The
Netherlands
Break-out session 11
Social Responsibility under Pressure:
Using your CSR Efforts to (Re)Position Yourself
Corporate Social Responsibility and its role in building reputation has been the subject of numerous research articles across several disciplines. Less discussed is how public and private organizations, and even countries, position themselves by communicating their CSR efforts, be it through corporate advertising, cause campaigns, websites or environmental reports. This session will take up relevant and important issues around what has grown to be a major budget item in many corporate communication departments.
Chaired by:
Dr. Peggy Simcic Brønn, Associate Professor, Associate Dean of the
Public Relations program and Director of the Center for Corporate
Communication at the Norwegian School of Management
Dr. Mette Morsing, Professor Copenhagen Business School
Break-out session 12
Presenters:
Juliet Roper, Professor of Management Communication and Associate Dean for Sustainability, University of Waikato Management School, New Zealand.
Anne Ellerup Nielsen, Ph.D. Associate Professor, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus
Christa Thomsen, Ph.D. Associate Professor, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus
Klement Podnar, PhD, head of the Marketing Communication and Public Relations Department at the Faculty of Social Sciences, University of Ljubljana
Ursa Golob, PhD, is a Lecturer in the Marketing Communication and Public Relations Department, Faculty of Social Sciences, University of Ljubljana
Time to Innovate: What Corporate Communication can do to Support Perceptions of Innovation
Innovation leads to prosperity. How can Corporate Communication professionals give a practical and effective contribution to this point of view? How can they realize a mindset with stakeholders which is set on actions taken in stimulating Innovation?
Chaired by:
Jan Hol, Senior Vice President Communications Oce, The Netherlands
Break-out session 13
How Companies can Align Strategy, Culture and
Identity through Corporate Branding
Dr. Klaus Peter Wiedman, Professor, Leibniz Universität Hannover,
Germany
Dr. Kevin Money, Henley Management College, United Kingdom
Dr. Majken Schultz, Copenhagen Business School, Denmark
Break-out session 14
Aligning your Employees during Difficult Times
Andreas Parchmann, Global Head of Internal Communications, Philips
Electronics, The Netherlands
Re Perez, Principal Consultant, Reputation Institute, USA
Dr Majorie Dijkstra, Rotterdam School of Management,
Erasmus University, The Netherlands
Paulo Henrique, Head of Corporate Communications, VALE, Brazil
Break-out session 15
Express Yourself: A Strong Identity with Sense-Giving
Organizations are in the business of expressing their identity to offer stakeholders a good sense of who the company is and what it represents. They do so via acts of “sensegiving”, such as storytelling, symbolism or framing. This session aims to assess the effect of such sense-giving acts and how or when they can be adopted most effectively.
Chaired by:
Dr. Joep Cornelissen, Professor of Corporate Communication and Marketing, Leeds University Business School, United Kingdom
Participants:
Dr. Mignon van Halderen, Assistant Professor, Rotterdam School of Management, Erasmus University, The Netherlands
Dr. Mary Ann Glynn, Professor, Boston College, USA
Dr. Davide Ravasi, Associate Professor, Bocconi University, Italy
Dr. Saku Mantere, Professor, Hanken School of Economics, Finland
Dr. Pekka Aula, Professor, University of Helsinki, Finland
Break-out session 16
We look forward to welcoming you in
Amsterdam!
Please visit our website:
www.ReputationInstitute.com
For more information and to register
