UnitedLife 02

Hodnota značiek a firiem v 21. storočí

globalizacia

Erik Stríž
Project manager, editor
Bratislava, Slovakia

The real value of large multinational brands is not determined by their market price only, but by their vision, moral qualities and their impact on nations worldwide, going hand in hand with maturity and responsibility.

 

   A major industrial revolution already happened but the world today is going through some rough and fundamental changes, too. Such a situation brings an unprecedented need for new attitude, moral qualities, personalities and companies that are fully aware of their impact on our world. Global companies are traditionally being assessed based on their stock and share price, yet lately there has been a lot of attention paid to the way these companies operate. Maturity of those behind a brand and the brand itself is defined by the adopted attitude toward employees, customers and the environment. This sudden focus on corporate responsibility
was brought by free access to many internal company details. These multinationals are aware of the devastating results any unflattering information leakage would cause. Expecting corporate ethics becoming a major variable in calculating company or brand value is naive.

   We are however aware that marketing and PR significantly influence stock market trends which can be used as an indicator by those who consider moral value being just as important as financial value of a company. Unflattering details about insufficient transparency, ineffectiveness or inappropriate attitude have the potential to paralyze a company. On the other hand, positive news
and expectations have the same potential with exact opposite results which is why so many fledgling IT companies have such roaring success. These companies offer a useful product, operate under new management paradigms based on achieving employee and customer loyalty and aren’t shy to advertise their approach.
For many multinationals, creating vacancies and donating 2% to charity every year soon won’t be enough to claim social responsibility. There is a growing pressure on moral standards of multinationals and their leaders and their social profiles are becoming crucial and even more important than hard numbers indicating social responsibility.

We all should reassess if the companies we daily engage with comply with such moral requirements and actively contribute to their existence.

Erik Stríž



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