CLEAR STRATEGY INCREASES CHANCES FOR PROFIT
In a ranking of 213 major European companies that have achieved the best effect from their communications work, only five Swedish-based companies, including Ericsson, qualified. The study from the Swiss business school IMD and the PR and communications firm Burson-Marsteller, entitled “Corporate Purpose Impact 2010”, shows for the first time that there is a direct connection between how well a company succeeds in communicating its message and values and its financial results, DI writes. A 17-percent difference in dividend yield was seen between the best and the worst companies over a five-year period, and an eight-percent difference could be seen between the best and worst companies in the same industry. Ericsson was ranked among the companies with a very high yield, while Nokia was placed in the top category. Energy, pharmaceutical, technology, and communications companies had the best rankings, while banks, insurance, and transport companies were at the bottom of the list.
In a ranking of 213 major European companies that have achieved the best effect from their communications work, only five Swedish-based companies, including Ericsson, qualified. The study from the Swiss business school IMD and the PR and communications firm Burson-Marsteller, entitled “Corporate Purpose Impact 2010”, shows for the first time that there is a direct connection between how well a company succeeds in communicating its message and values and its financial results, DI writes. A 17-percent difference in dividend yield was seen between the best and the worst companies over a five-year period, and an eight-percent difference could be seen between the best and worst companies in the same industry. Ericsson was ranked among the companies with a very high yield, while Nokia was placed in the top category. Energy, pharmaceutical, technology, and communications companies had the best rankings, while banks, insurance, and transport companies were at the bottom of the list.
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