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Sustainable Oil and Profitable Wind: The communication of corporate responsibilities as inverted positioning

Jochen Hoffmann
Jochen Hoffmann
 and 
Maria E. Kristensen
Maria E. Kristensen
   | Dec 08, 2017
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Published Online: Dec 08, 2017
Page range: 79 - 96
DOI: https://doi.org/10.1515/nor-2017-0404
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© 2017 Jochen Hoffmann et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Integrating inverted positioning into a communication process modell
Integrating inverted positioning into a communication process modell

Shell is responsible today

“Environment & Society”1 “Energy is vital to daily life – it keeps our world moving and provides access to essentials like clean water, food and health care. Over the coming decades, populations and living standards for many will rise – and so will the need for energy. To help meet tomorrow’s energy needs, Shell is working responsibly today. Our approach to sustainability starts with running a safe, efficient, responsible and profitable business. We also work to share benefits with the communities where we operate. And we’re helping to shape a more sustainable energy future, by investing in low-carbon technologies and collaborating with others on global energy challenges.”

Shell is helping the world

Start page1 “Shell is a global group of energy and petrochemicals companies. With around 94,000 employees in more than 70 countries and territories, Shell helps to meet the world‘s growing demand for energy in economically, environmentally and socially responsible ways.”
“About us”2 “We are a global group of energy and petrochemicals companies with around 94,000 employees in more than 70 countries and territories. We use advanced technologies and take an innovative approach to help build a sustainable energy future.”
“Who we are”3 “Shell is a global group of energy and petrochemical companies. Our aim is to meet the energy needs of society, in ways that are economically, socially and environmentally viable, now and in the future.”

Selected webpages for the qualitative analysis of responsibility communication

Shell Vestas
Start page: www.shell.com Start page: www.vestas.com
“About us” “About”
“Who we are” “Company profile”
“Our purpose” “Vision” / “Mission”
“Our values” “Values”
“Our strategy” “Corporate strategy”
“Environment & Society” “Sustainability”

Vestas is better, faster, stronger

“Vision”1 “To be the undisputed global wind leaderSince Vestas was established in 1979, we have been solely committed to harvesting the potential wind holds for our planet’s energy supply, which has made us the market leader within wind with more than 71 GW installed to date. We intend to continue down the path of 100% dedication to wind, and in order to fulfil our vision we want to have the strongest brand in the industry, have best in class margins, be the market leader measured by volume and bring wind on par with coal and gas.”
“Mission”2 “We deliver best-in-class wind energy solutions and set the pace in our industry to the benefit of our customers and our planet. Our mission statement captures our business and our commitment to our customers’ objectives and the well-being of our planet. It highlights the quality of our wind energy solutions and how we set the pace in the industry through leadership and faster operations than our competitors.”
“Values”3 “AccountabilityAcknowledge your responsibility and remain accountable for everything you do – including when you make a mistake. CollaborationCollaborate across all functions to share knowledge and reduce complexity.SimplicityDon’t overcomplicate your tasks but apply simplicity and grasp opportunities without ever jeopardising safety or quality.”
“Corporate Strategy”4 “Vestas’ new corporate strategy ‘Profitable Growth for Vestas’ builds on the solid foundation of the successfully completed two-year turnaround and outlines the strategic objectives and initiatives for the mid-term (3–5 years) which will take Vestas steps closer to the realization of the vision. The turnaround has created a strong foundation for future growth, enabling Vestas to control the things we can control and to react flexibly to those we can’t.”

Making wind work for Vestas

Start page1 “Wind. It means the world to us. Vestas is the only global energy company dedicated exclusively to wind energy. Wind is our business and our passion. Founded in 1898 as a blacksmith shop in western Denmark, we started producing wind turbines in 1979, and have since gained a market-leading position with more than 71 GW of installed wind power and more than 49 GW under service globally. Today, everyone at Vestas works to ensure that we deliver best-in-class wind energy solutions and set the pace in our industry to the benefit of our customers and our planet. If we continue to do this every day we will be the undisputed global wind leader.”
“About”2 “Making wind work. Together we power the future. For more than 30 years our efforts have been devoted to raising the profile of wind as a mainstream energy source. Wind. It means the world to us. It’s a world that will far exceed the predicted 10% of electricity generated by wind by 2020. It’s a world where wind’s increasingly competitive cost of energy combined with reliable delivery on an industrial and global scale places it securely alongside oil and gas. It’s a world populated by far more than the 51,000 turbines we’ve already installed on behalf of customers in more than 70 countries across six continents.”
“Company profile”3 “Vestas is the only global energy company dedicated exclusively to wind energy - improving business case certainty and reducing the cost of energy for our customers. Vestas works in close partnership with customers to offer the most effective solutions towards energy independence. Our core business is the development, manufacturing, sale and maintenance of wind power plants – with competencies that cover every aspect of the value chain from site studies to service and maintenance.”

Shell sets ethical standards

“Our purpose”1 “The objectives of the Shell group are to engage efficiently, responsibly and profitably in oil, oil products, gas, chemicals and other selected businesses and to participate in the search for and development of other sources of energy to meet evolving customer needs and the world’s growing demand for energy.”
“Our values”2 “As a global energy company, we set high standards of performance and ethical behaviours. We are judged by how we act - our reputation is upheld by how we live up to our core values honesty, integrity and respect for people. The Shell General Business Principles, Code of Conduct and Code of Ethics help everyone at Shell act in line with these values and comply with all relevant legislation and regulations.”
“Our strategy”3 “Our strategy seeks to reinforce our position as a leader in the oil and gas industry while helping to meet global energy demand in a responsible way. Safety, environmental and social responsibility are at the heart of our activities.”

Vestas serves developed societies

“Sustainability”1 “Powering sustainabilityThe use of energy is growing rapidly and the resources of our planet are already under great pressure. We need to change the way we produce our energy. We need to produce more renewable energy, and the most promising source of energy is the power of wind. At Vestas, we believe energy to be an important catalyst for founding a better quality of life. A stable energy supply is an essential part of the infrastructure for a developed society. Energy is central to nearly every major challenge and opportunity the world faces today. Be it jobs, security, climate change or food production - access to sustainable energy is essential for strengthening economies, protecting ecosystems, reducing poverty and achieving equity.”
eISSN:
2001-5119
Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Social Sciences, Communication Science, Mass Communication, Public and Political Communication
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