Le postulat de base étant de constater le développement des firmes à travers l'épanouissement de leurs marques et de la confiance qu'on leur associe, les professionnels présents échangeront autour des outils et notions à même de gérer la réputation. On pensera ici à des outils de communication externe comme de management des ressources en interne.

Nul doute que la question de la réputation en ligne des entreprises y sera abordé, sous différentes formes telles que le management de l'image, la construction de la confiance, la protection des marques, le développement de groupes de soutien ou encore la gestion de crises sur le web.

Vous trouverez ci-dessous le principal thème de cette édition : l'innovation comme pilier de la réputation...

CONFERENCE THEME: INNOVATION AS A REPUTATION PLATFORM

'Innovation' is one of the foundations on which organizations build competitive advantage. It is therefore a key platform companies can rely upon to distinguish themselves from rivals and around which they develop respect, admiration, and trust from stakeholders. To sustain a strategy of 'innovation' requires a commitment of resources to building an internal culture of 'intra-preneurship' among employees. Alignment results when current and potential employees are rewarded for their contributions to new product development. At the same time, innovation is not solely about the development of innovative offerings to customers. Companies will also be perceived as innovative when they convey their distinctiveness to stakeholders through innovative communications, innovative initiatives, and innovative strategies. These too are 'innovations' that stakeholders will reward with increased trust and admiration, and which can therefore help companies build robust reputations as 'innovators'.

In what ways can companies use the theme of 'innovation' as a platform for building and sustaining reputational capital? The Oslo 2007 Conference will feature more than 40 plenary and breakout sessions where we will debate such questions as:

* Using Innovation as a Platform to build the corporate brand
* How an Innovation Platform can strengthen product brands
* Innovation as a Reputation construct
* How consumer communities can help build loyalty and reputation
* Design innovations and organizational identity
* How innovative business practices can generate stakeholder support
* The role of innovation in creating employee alignment

* How innovative companies capture stakeholder mindshare
* How effective communications cam support an Innovation Platform
* The role of commercialization in the development of a reputation for innovation
* Reputation and R&D
* Reputation's impact on innovation
* Innovative approaches to reputation management

In addition, we expect a variety of sessions on familiar topics of corporate communication, reputation measurement, and media monitoring. In these general and breakout sessions, you'll have a unique opportunity to talk with fellow reputation enthusiasts from around the world. We strongly encourage you to take advantage of Oslo 2007 to share knowledge, renew relationships, and build insight into the rewarding study of corporate reputation research, analysis, and management.

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