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93 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 86

94 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #M"#" $%&'()*) +-,.6E-.&'A.6E-.:(-.W%'&' # # K(A'&'// #M"#" G&%8%)?*-.5:&*)<A%6 N*6-':&*-.(?./(11J)*).<A%-.(22.:(-.W%'&' # # K(A'&'// #M"#" >%?*)7.$@-')?7A'8 +')%)7/-'7*).40*A2*-.2, # # =/()(1' #M"#" BS D,.2J)?* # # $34*&*- #M"#" 56-*77*%8'7*) G&%&('A.1,.J&.1*6.Q.1'AA" # # $34*&*- #M"#" 56-*77*%8'7*) >'?*-.G&%&('A;/()&-%/&.&'A.X')6<%/. # # =/()(1' #M"#" 5:&*)2(7&*) >*&.8'A.:(-&7%&&.8@-*.:,.8')61EAA*-.6*-.J&* # # =/()(1' QP"#" >%?*)7.$@-')?7A'8 G&%&('A;J&<3??')?.1E&*-.1(&<E- # # =/()(1' Q#"#" >%?*)7.$@-')?7A'8 9%AA*-.-*?0*-')?*)71,)*A%)6')?.&%<<* # # =/()(1' Q#"#" 5:&*)2(7&*) $3*./-%8.(1.2-'7/J&& # # =/()(1' QP"#" >%?*)7.$@-')?7A'8 G0%-1(::*)7'8.'.5<J.>4%<' # # =/()(1' QQ"#" >%?*)7.$@-')?7A'8 G&-'6.(1.G)(--*;2A%) # # =/()(1' QO"#" $(-6A37 G&%&('A.A(8*-.7AJ&&.2,.7*'71'//7/3&')?.'.X(:(&*) # # $34*&*- Q"#" G&%8%)?*-.5:&*)<A%6 9)%AA4%-6./%12.(1.SJ6-J);2A%&&:(-1*) # # =/()(1' QF"#" N*-?*)7.H'6*)6* H8.(?.(A0*.6-%-.)(-61*) # # $34*&*- QF"#" >%?*)7.$@-')?7A'8 Y')?*-.')).)3.6*7'?) # # =/()(1' QF"#" >%?*)7.$@-')?7A'8 G&%&('A.<3&&*&.D*Z'[(.1(&.5A%7/% # # =/()(1' QI"#" $(-6A37 B'A.?0E-*.X(:(&*).&-3??*-* # # =/()(1' QI"#" G&%8%)?*-.5:&*)<A%6 S*(;72'-*-.'12()*-&*.RZZ( # # \(<<.(?.J&6%))')? QI"#" >%?*)7.$@-')?7A'8 90E2*-.1*-.'.CG5 # # =/()(1' QL"#" N*-?*)7.H'6*)6* G/0*<)*1E&*.(1.G&([/1%);:*A&*& # # =/()(1' QL"#" >%?*)7.$@-')?7A'8 N*-.(1.2(A'&'7/.2-*77 # # =/()(1' QL"#" G&%8%)?*-.5:&*)<A%6 G/0*<)*1E&*.(1.G0&(/1%);2-(70*/&*& # # =/()(1' QL"#" >%?*)7.$@-')?7A'8 H'6*).-*))*-.J&.:(-.SJ6-J) # # =/()(1' QM"#" 5:&*)2(7&*) NA,&&.A37.:(-.J&<3??')? # # =/()(1' QM"#" >%?<A%6*& 90*12*-.(1.7J2*-7&'2*)6 # # 9JA&J- QM"#" >%?*)7.$@-')?7A'8 VA0*70*:*)*.&-(-.:*7&*).:(-&7*&&*- # # =/()(1' OP"#" +@6-*A%)678*))*) 9%).8'))*.LPP"PPP./-()*- # # 9JA&J- OP"#" $(-6A37 $(1')*-&.&'A.,-*&7.G&%&('A;7&'2*)6 # # 9JA&J- OP"#" >%?*)7.$@-')?7A'8 D*)*-.G&%&('A.7(1A*& # # =/()(1' B"<C"5 >D = EE >E F G> #"Q" G&%8%)?*-.5:&*)<A%6 W3]')6.4%-.<*7&,&&.7&(-1&*7&*) # # =/()(1' #"Q" 56-*77*%8'7*) ^-%/;/()&-%/&.J)6*-&*?)*& # # =/()(1' #"Q" 5:&*)2(7&*) DJ7'/*-*.6'??*-.'//*.G&%&('A # # 9JA&J- Q"Q" >%?*)7.$@-')?7A'8 G&%&('A.2,.*&&*-7/J66 # # =/()(1' O"Q" >%?*)7.$@-')?7A'8 S%1A*.:*A&.E6*A*??*- # # =/()(1' T"Q" G&%8%)?*-.5:&*)<A%6 G'7&*.70*//.2,.S0E% # # =/()(1' "Q" G&%8%)?*-.5:&*)<A%6 S0E%;2A%&&:(-1./%).7%1A*.(22.71,23&&*- # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 87

95 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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`Q.1'AA".6(AA%-.&'A./()7JA*)& # # $(&'7 #"Q" 56-*77*%8'7*) N*&%A&*.1'AA'()*-.&'A.;./()7JA*)&.'.$'?*-'% # # $(&'7 #"Q" >%?*)7.$@-')?7A'8 D')*.A%)?7'/&'?*.')&*-*77*-.7/JAA*.<A'.7'/-*& # # D%?%7') #"Q" >%?*)7.$@-')?7A'8 W%66*.4*11*A'?.(A0*%8&%A*. # # D%?%7') #F"Q" N*-?*)7.H'6*)6* RA*/&-'7/.7&*1)')?.2,.(A0*2A%&&:(-1*) # # =/()(1' #F"Q" G&%8%)?*-.5:&*)<A%6 G/0*-2*-.-*?A*)*.*&&*-.A*//%70*- # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 88

96 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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a # # 9JA&J- QO"Q" >%?*)7.$@-')?7A'8 G&-'6*7.(1.<3??*.&*12( # # =/()(1' QO"Q" >%?<A%6*& G&%&('A;:J)).2,.7&(-&.632.'.N-%7'A # # $34*&*- Q"Q" N*-?*)7.H'6*)6* D()?7&%6;/-%:&.2,.)*&&*& # # =/()(1' QI"Q" >%?*)7.$@-')?7A'8 X(:(&A(<<3'7&*) # # =/()(1' QI"Q" >%?*)7.$@-')?7A'8 9-*8*-.72*--*&.G&%&('A/()&( # # =/()(1' QL"Q" N*-?*)7.H'6*)6* B'.*-.<*8'77&.2,.2-(<A*17&'AA')?*) # # K(A'&'// H&I5C"5 >G EE D JG EJ GD #"O" G&%8%)?*-.5:&*)<A%6 #P.1*&*-.4E3*.1EAA*-.'.57/0*7J)6*&b # # X(/%A& #"O" >%?*)7.$@-')?7A'8 W%-.:,&&.#`Q.1'AA'()*-.6(AA%- # # =/()(1' #"O" >%?*)7.$@-')?7A'8 S-%)7/*&.*&&*-.2-'7/J&& # # =/()(1' #"O" 5:&*)2(7&*) B'A.:(-73)*.$*].c(-/.1*6.?%77. # # =/()(1' Q"O" BS XJ//*-.)*&&8*-/.6'7/J&*-*-.X(:(&*) # # $34*&*- O"O" BS 98*8*-.<('/(&&.%8.)*&&8*-/ # # $34*&*- O"O" >%?*)7.$@-')?7A'8 G&%&('A.'.-E-.&'A.$*].c(-/ # # =/()(1' O"O" 5:&*)2(7&*) $(-670E*)./%).<A'.RJ-(2%7.UVQ;A%?*-. # # =/()(1' T"O" >%?*)7.$@-')?7A'8 DE&*-.7&(-/-%8.'.-*&&*) # # =/()(1' T"O" BS K,72%)6*-*7.4*-7/%2*A'?.1'66%?7AJ/7J7 # # $34*&*- F"O" N*-?*)7.H'6*)6* 9-+.8'A.7&(22*.G&%&('A # # $34*&*- F"O" >%?*)7.$@-')?7A'8 >*&.7'7&*.2(A/%22AE2*& # # =/()(1' F"O" >%?*)7.$@-')?7A'8 S'-.1*-.&-(77.6(1 # # =/()(1' F"O" G&%8%)?*-.5:&*)<A%6 G&%&('A.2J)?*-.J&.LI.1'AA'()*-.&'A.7&%&*) # # =/()(1' I"O" 5:&*)2(7&*) 9-+./0E2*-.%/70*-.:(-.,.7&(22*.G&%&('A # # K(A'&'// Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 89

97 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. L"O" BS B'.*-.8*A6'?.*?(7*)&-'7/* # # $34*&*- #P"O" N*-?*)7.H'6*)6* Y,/0E-.J)6*-.8%)) # # =/()(1' #P"O" >%?*)7.$@-')?7A'8 +E-7&*.D%-JA//()&-%/&.&'A6*A& # # =/()(1' ##"O" G&%8%)?*-.5:&*)<A%6 G&')%.Y%J7&*').:'//.P"PPP # # G2(-& ##"O" G&%8%)?*-.5:&*)<A%6 c1*;(a0*.4%a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dd,)*a%)6')?*)e.&-(a'?.j&7%&&.'?0*) # # $34*&*- QM"O" B,-&.X%)6 +-2.:(-A%)?*-.-*6*?0E-*A7*.(1.D()?7&%6 # # K(A'&'// OP"O" >%?7%8'7*) GB./-*8*-.6%&(.:(-.1,)*A%)6')? # # K(A'&'// OP"O" G&%8%)?*-.5:&*)<A%6 V22:'))*-.'./(2'/-%)?*A # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 90

98 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. OP"O" 5:&*)2(7&*) H%&&.&'A.),6*.%8.S%6%:'.'?0*). # # =/()(1' O#"O" G&%8%)?*-.5:&*)<A%6 X'8<,&1'A0E.8*&.A'&*.(1.)3/(11*- # # =/()(1' %"50 JD = = JF J >> F"T" G&%8%)?*-.5:&*)<A%6 >(<<*A&.7,.1%)?*.%)<J6.'.:0(- # # =/()(1' I"T" >%?*)7.$@-')?7A'8 +,-.:%-&.2,.(A0*0%/&*) # # =/()(1' L"T" $(-6A37 +%)&.1*-.(A0* # # $(&'7 L"T" G&%8%)?*-.5:&*)<A%6 B'A.*/72(-&*-*.dS%8*.&'A.<3*)e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f)[4*) # # =/()(1' #M"T" >%?*)7.$@-')?7A'8 G&(-:%)?7&.1*6.G&%&('A # # =/()(1' QP"T" 5:&*)2(7&*) 9A%-&.:(-.J&<3??')?.%8.?%77:*A&.'.)(-6 # # =/()(1' QP"T" +@6-*A%)678*))*) G&%&('A.1,.J&.%8.(A0*7%)6*) # # =/()(1' Q#"T" $(-6A37 B'A.<3??*.6*1(;%)A*?? # # $34*&*- Q#"T" G&%8%)?*-.5:&*)<A%6 $(-?*.2,.:(-7E/77&%6'*& # # 9(11*)&%- Q#"T" G&%8%)?*-.5:&*)<A%6 G1,.-')?8'-/)')?*-.%8.4%81EAA*- # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 91

99 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. QQ"T" $(-6A37 +3-&*.AE7.(1.d')6J7&-':'*)6&A'?*.D*A/E3%e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g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hh+.8@-*.8*-& # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 92

100 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale.?k5(* GE EL D >F EF DF Q"" BS ^)?*).:EA?*-.:(-.G&%&('A # # $34*&*- Q"" 5:&*)2(7&*) C&7*&&*-.UVQ;-*)7')?.2,.D()?7&%6 # # $34*&*- Q"" 5:&*)2(7&*) $3*.2-(&*7&*-.1(&.G&%&('A7.(A0*7%)6. # # =/()(1' O"" G&%8%)?*-.5:&*)<A%6 +')7/.:(&(/-%:&`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ds0e%e.&'a<%/*.&'a./%'.2,.g&(-6 # # =/()(1' F"" >%?7%8'7*) G&%&('A;/-%8.8'A./(11* # # =/()(1' F"" >%?*)7.$@-')?7A'8 +(-<*-*6&.2,.&E::*.1'A0E/-%8 # # =/()(1' F"" >%?*)7.$@-')?7A'8 V22.2,.4E3.2-(6J/70() # # =/()(1' F"" G&%8%)?*-.5:&*)<A%6 G&%&('A.2-*77*7.:-%.1'A0E4(A6 # # =/()(1' F"" 5:&*)2(7&*) G&%&('A.2-*77*7.:-%.1'A0E4(A6 # # =/()(1' I"" G&%8%)?*-.5:&*)<A%6 dnj7')*77.%7.j7j%ae.'.w(j7&() # # =/()(1' I"" >%?7%8'7*) 7&(-*.J&7A'22.&'A.QP#L # # $34*&*- I"" >%?*)7.$@-')?7A'8 G/%2*-.<-,/.(1.5A%7/% # # =/()(1' I"" >%?<A%6*& +*'?&.%8.G&%&('A.,.6-(22*.<*7E/*&. # # $34*&*- I"" BS H-J*-.1*6.,.8-%/*.7&%&('A # # $34*&*- L"" G&%8%)?*-.5:&*)<A%6 G&%&('A.?-%)7/*-.G)(--*.N # # =/()(1' #P"" G&%8%)?*-.5:&*)<A%6 ^)?*).)(-7/*.8'AA*.<3??*.W3]')6 # # =/()(1' ##"" G&%8%)?*-.5:&*)<A%6 W*)&.(22.(A0*-*7&*)*`.(?.72%-.X(:(&*).(?.B*7&*-,A*) # # K(A'&'// ##"" >%?7%8'7*) +JAA./-'?.(1.(A0*7%)6 # # $34*&*- ##"" $%&'()*) GB.-J7&*-.&'A.)3./%12.(1.(A0*7%)6 # # $34*&*- ##"" G&%8%)?*-.5:&*)<A%6 G&%&('A.<*7&`.G4*AA.*-.8*-7& # # =/()(1' #Q"" N*-?*)7.H'6*)6* +'//.'//*.8'&*.(1.1'AA'%-672-*// # # =/()(1' #Q"" >%?*)7.$@-')?7A'8 B'A.4%.(A0*:()6*&.J&.%8.&0@-*7%)6 # # =/()(1' #Q"" >%?<A%6*& D*)*-.H*-0*.Y''7;\(4%)7*).4%-.8'AA*6*& # # $34*&*- #"" N*-?*)7.H'6*)6* D%)?A%-./J)6%-`.&%2*-.1'AA'()%- # # =/()(1' #"" N*-?*)7.H'6*)6* ##.1'AA'()%-.&%2&.2,.?%77/-%:&8*-/*& # # +(-7'6* #"" $%&'()*) G&%&('A.:%)&.?%77.(?.(A0*.)(-6.:(-.9-'7&'%)7J)6 # # $34*&*- Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 93

101 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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i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j;&*7&')?.72a'&&*-.0(<<7e/*-)* # # =/()(1' QF"" G&%8%)?*-.5:&*)<A%6 G&%&('A.4%-.'//*./()&-(AA.2,.<(-*8@7/*J&7A'22 # # $34*&*- QI"" G&%8%)?*-.5:&*)<A%6 U%74.&'A.1*'-.8*/7&.'.N-%7'A # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 94

102 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 95

103 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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d&'1*;(J&e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ds0e%e.j&8'6%-.(a0*/%-&*& # # =/()(1' #T"F" >%?*)7.$@-')?7A'8 H-3??*-*.2,.632*& # # =/()(1' #T"F" G&%8%)?*-.5:&*)<A%6 VA%8%.7&(.:%7&`.K%2*-<(37.(-6)*&.:*7& # # 9JA&J- #T"F" G&%8%)?*-.5:&*)<A%6 ds0e%e;')8*7&*-')?.8'a.8*-%.&*)&.')).2,.a'&&.(8*-.*'&.,- # # =/()(1' #T"F" 5:&*)2(7&*) S0E%;2A%&&:(-1*).&'A.$(-670E*). # # $(&'7 #F"F" >%?*)7.$@-')?7A'8 5)<*:%A*-.G&%&('A.,./0E2*.NK;2%-&)*- # # =/()(1' #I"F" >%?7%8'7*) S'-.YE//*.D()?7&%6;&*/)(A(?'*) # # =/()(1' #I"F" G&%8%)?*-.5:&*)<A%6 +(-7')/*&.(227&%-&.2,.SJAA:%/7.U # # =/()(1' #I"F" G&%8%)?*-.5:&*)<A%6 W*A?*.XJ)6.8'A.'//*.<*&%A # # =/()(1' #M"F" 5:&*)2(7&*) B'A.?'.1*-.?%77.'.)(-6. # # =/()(1' #M"F" G&%8%)?*-.5:&*)<A%6 G&%&('A.(?.S%k2-(1.7/%A.A*&*.7%11*).'.)(-6 # # =/()(1' Q#"F" >%?*)7.$@-')?7A'8 >-E11*-.(1.(::*)&A'?.7*/&(- # # \(<<.(?.J&6%))')? QQ"F" >%?7%8'7*) N*-.)(-?*.&%.?-E)).70*:7-(AA* # # $34*&*- QQ"F" >%?*)7.$@-')?7A'8 G*A7/%2*)*.7(1.71E-*-.(A0*E/()(1'*) # # =/()(1' QT"F" 56-*77*%8'7*) VA0*7A%?*&.7&,-.:(-&7%&&.(1.X(:(&*). # # =/()(1' QT"F" G&%8%)?*-.5:&*)<A%6 N-,<-*17.'.B*7&*)7.(A0*:*7& # # $34*&*- Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 96

104 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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c1*;2A%&&:(-1 # # =/()(1' I"I" 5:&*)2(7&*) G&%&('A.?'-.*&&*-.:(-./-%8.(1.)(-7/ # # $34*&*- L"I" >%?*)7.$@-')?7A'8 90E2*-.G&%&('A;7*A7/%2 # # =/()(1' L"I" +@6-*A%)678*))*) X(7;0%:7.1*6.G&%&('A;7&-E1 # # =/()(1' L"I" G&%8%)?*-.5:&*)<A%6 G&%&('A.J&.%8.7&-E1 # # =/()(1' M"I" G&%8%)?*-.5:&*)<A%6 $(-7/.7'//*-4*&.7*A?*- # # =/()(1' M"I" >%?*)7.$@-')?7A'8 58?':&*-.7&-J2*-.9,-7&E # # =/()(1' #P"I" 56-*77*%8'7*) +-*1&'67;.:(-7/*-*). # # D%?%7') #Q"I" 5:&*)2(7&*) G&%&('A.:'//.PP.7E/*-*.&'A.#Q.(A0*0(<<*-.'.)(-6 # # =/()(1' #T"I" $(-6A37 G)E48'&.7(1.&*--(-1,A # # $34*&*- #T"I" G&%8%)?*-.5:&*)<A%6 +-3/&*-.6*&.<A'-.:@--*.G&%&('A;%)7%&&* # # =/()(1' #"I" >%?*)7.$@-')?7A'8 ^)):E-*-.(A0*7/%&& # # =/()(1' #"I" G&%8%)?*-.5:&*)<A%6 5/*-.:,-.1*-.%8.SJ6-J) # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 97

105 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #"I" >%?*)7.$@-')?7A'8 G/%A.72A*'7*.SJ6-J) # # =/()(1' #F"I" G&%8%)?*-.5:&*)<A%6 G&%&('A.7&(22*&.'//*.2-'8%&<,& # # =/()(1' #I"I" $(-6A37 +,.:%-&.'.G)E48'&;-*)7')?*) # # $34*&*- #I"I" G&%8%)?*-.5:&*)<A%6 Y%6%-.*-.')?*).?%-%)&'.:(-.71,<,&*- # # =/()(1' #I"I" 9A%77*/%12*) >3-&.G&%&('A;/J&& # # $34*&*- #L"I" 5:&*)2(7&*) BJ-6*-*-.,.7&*)?*.?%77/-%:&8*-/ # # =/()(1' #M"I" >%?*)7.$@-')?7A'8 C/A%-.%)78%-7:(-6*A')? # # =/()(1' #M"I" >%?*)7.$@-')?7A'8 >-'8*-.:-*1.4J-&'?:*A& # # =/()(1' QP"I" >%?*)7.$@-')?7A'8 #Q"PP./-()*-.2*-.:(&<%AA&%A*)& # # G2(-& QP"I" G&%8%)?*-.5:&*)<A%6 W8*-.:0*-6*.&%A*-.J)6*-.V$G.*-.*)./8'))* # # =/()(1' QP"I" 56-*77*%8'7*) G&%&('A.<(-*-.632&.)@-.D*Z'[(?(A:*) # # =/()(1' Q#"I" G&%8%)?*-.5:&*)<A%6 5/*-.&%2&*.:(-.5'<*A # # =/()(1' Q#"I" 56-*77*%8'7*) 5'<*A.7/%A.<3??*.SJ6-J);2A%&&:(-1*) # # =/()(1' QO"I" >%?7%8'7*) G&-*)?*./-%8.&'A.A*&*<(-')? # # =/()(1' QO"I" G&%8%)?*-.5:&*)<A%6 G&%&('A.?%.(22.;.h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`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 98

106 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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a.G0&(/1%).*-.6E6" # # D%?%7') #T"L" +@6-*A%)678*))*) >*&.*-.'.N-%7'A.6*&.7/0*- # # C&A%)6 #L"L" >%?*)7.$@-')?7A'8 H-(77*-.7/*27'7*) # # C&A%)6 #L"L" G&%8%)?*-.5:&*)<A%6 G/(&&*-.8'A.4%.W3]')6;7E7&-* # # =/()(1' #M"L" 5:&*)2(7&*) X(<<3'7&<*7E/.48*-.J/*. # # K(A'&'// QP"L" N*-?*)7.H'6*)6* +A3&&')?.7/%2*-.:-3/& # # =/()(1' QP"L" G&%8%)?*-.5:&*)<A%6 N(-&*):(-.2*&-(A*J177EA*& # # D%?%7') QP"L" G&%8%)?*-.5:&*)<A%6 +JAA.7&%)7.2,.9,-7&E # # $34*&*- QP"L" >%?*)7.$@-')?7A'8 G*-.7'?)%A.(1.$(-6;51*-'/%;7%&7')? # # =/()(1' QP"L" G&%8%)?*-.5:&*)<A%6 G&(-*.*)6-')?*-.'.G&%&('A # # =/()(1' QP"L" 56-*77*%8'7*) G&(-*.*)6-')?*-.'.G&%&('A;A*6*A7*) # # =/()(1' QP"L" 5:&*)2(7&*) D*-.')&*-)%70()%A.A*6*A7*.'.G&%&('A # # =/()(1' QP"L" >%?*)7.$@-')?7A'8 G&%&('A;1%))*) # # =/()(1' Q#"L" N*-?*)7.H'6*)6* +(-A%&*-.N*-?*) # # =/()(1' Q#"L" >%?*)7.$@-')?7A'8 W%-6&.2-*77*&`.&-(-.2,.,2)')? # # =/()(1' Q#"L" >%?*)7.$@-')?7A'8 G&%&('A7.'-7/*.7(A6%& # # D%?%7') Q#"L" G&%8%)?*-.5:&*)<A%6 G&%&('A.8J-6*-*-.,.6-(22*.?-E)).7%&7')? # # +(-7'6* Q#"L" >%?*)7.$@-')?7A'8 B'A.(8*-:E-*.X'<3%;%)6*A.&'A.G&%&('A # # =/()(1' QQ"L" G&%8%)?*-.5:&*)<A%6 W*A?*.XJ)6.7,-.&8'A.(1.?-E)).7%&7')?. # # =/()(1' QQ"L" N*-?*)7.H'6*)6* B')6*).<A,7*-.)3&&.A'8.'.4%A86E6*.h*AA7 # # C&A%)6 Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 99

107 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 100

108 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #"M" G&%8%)?*-.5:&*)<A%6 \*?.<A*.73/.%8.,.0(<<*.'.G&%&('A # # $34*&*- #"M" G&%8%)?*-.5:&*)<A%6 G&%&('A.6-377*-.1'AA'()*-.(8*-.?-f)6*-<*6-':&*- # # \(<<.(?.J&6%))')? Q"M" 5:&*)2(7&*) V17&-'6&.?%77:J)). # # =/()(1' O"M" >%?*)7.$@-')?7A'8 $3.-'??*/72A(70().'.D*Z'[(?JA:*) # # =/()(1' O"M" >%?*)7.$@-')?7A'8 $*7&*.70*:.7/%A.8@-*.')&*-) # # =/()(1' O"M" >%?*)7.$@-')?7A'8 NA'-.*&.A'8.*&&*-.S-( # # =/()(1' O"M" G&%8%)?*-.5:&*)<A%6 +-'&&.:-%1.:(-.71,<,&*-.(::74(-* # # =/()(1' O"M" G&%8%)?*-.5:&*)<A%6 G&-'6.(1.8*-)*(1<J6*)*.'.G&%&('A # # =/()(1' T"M" >%?*)7.$@-')?7A'8 H-(-.71,%/&E-*)*.8'A.(8*-A*8* # # =/()(1' T"M" G&%8%)?*-.5:&*)<A%6 G&%&('A.%)7*&&*-.J&A*)6')?*-`.1*).8'A.%&.6*.7/%A.&*)/*.)(-7/ # # $34*&*- "M" 5:&*)2(7&*) S'-.1'AA'()*-.&'A.?-f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l).1,)*6 # # $34*&*- #O"M" 5:&*)2(7&*) R8%/J*-&.*&&*-.A*//%70*-.2,.D()?7&%6 # # $34*&*- #T"M" N*-?*)7.H'6*)6* S-%)7/%-.D()?7&%6.*&&*-.)3&&.J&7A*22 # # =/()(1' #T"M" G&%8%)?*-.5:&*)<A%6 S%77A*//%70*.J)6*-./%/*:*7&.2,.9,-7&E. # # $34*&*- #T"M" >%?7%8'7*) dgj2*-a@-*-*e.2,.(226-%?.'.s-(-j66%a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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 101

109 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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m1,)*A%)6')?m # # =/()(1' F"#P" 5:&*)2(7&*) C7'//*-.:-*1&'6.:(-.D()?7&%6. # # $34*&*- F"#P" BS D,)*A%)6')?*)e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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 102

110 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #O"#P" >%?*)7.$@-')?7A'8 5)?-'2*-.1,)*A%)6')? # # =/()(1' #O"#P" >%?7%8'7*) G,.A*)?*.8'.&-*)?*-.<'A*-.8'A.8'.:(-<*6-*.8,-&.6-'87&(:: # # D%?%7') #O"#P" 5:&*)2(7&*) G2,-.A'&*).E/)')?.'.(A0*2-'7*) # # =/()(1' #O"#P" +@6-*A%)678*))*) S(6*.(A0*J&7'/&*-.'.8*-6*)`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 103

111 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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b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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 104

112 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. F"##" 5:&*)2(7&*) KA%&&:(-1./J))*.&%&&.:3- # # =/()(1' F"##" G&%8%)?*-.5:&*)<A%6 KA%&&:(-1*)./J))*.*/72A(6*-&. # # =/()(1' F"##" >%?*)7.$@-')?7A'8 9J))*.:,&&.J&<A,7)')?. # # $34*&*- L"##" $(-6A37 g2)*-.:(-.a(/%a*.a*8*-%)6e-*- # # $34*&*- M"##" G&%8%)?*-.5:&*)<A%6 9A%-&.:(-.?%772-*77.2,.g7?%-6 # # =/()(1' M"##" >%?*)7.$@-')?7A'8 +EA*-.7*?.7/8'7*&.J& # # =/()(1' #P"##" N*-?*)7.H'6*)6* G'66'7*-./0E2*-.1*-./J)7&.*)).<*-?*)7*-)* # # 9JA&J- #P"##" N*-?*)7.H'6*)6* G&%&('A.7%&7%-.7&(-&.2,.4%88')61EAA*-. # # =/()(1' #P"##" G&%8%)?*-.5:&*)<A%6 H-3//*&.7/%A.E/*7.2,.g7?%-6 # # =/()(1' #P"##" 9A%77*/%12*) QPQP.;.*).(A0*637&(2'. # # D%?%7') ##"##" >%?*)7.$@-')?7A'8 K*&(-(./-*8*-.<(-*?-*2 # # =/()(1' ##"##" >%?*)7.$@-')?7A'8 +,-.'//*.2A%77.'.UVQ;2-(?-%1.:-%.RC # # =/()(1' ##"##" >%?*)7.$@-')?7A'8 G&(22*-.%AA.<(-')? # # =/()(1' ##"##" G&%8%)?*-.5:&*)<A%6 G&%&('A.7&%-&*-.:'-*.-%7/*.71,:*A& # # =/()(1' ##"##" G&%8%)?*-.5:&*)<A%6 ^//0*.&-3?&.)(/.2,.SJAA:%/7 # # $34*&*- #Q"##" >%?*)7.$@-')?7A'8 WE3*-*./-%8.2,.)(-7/.7(//*A # # =/()(1' #Q"##" G&%8%)?*-.5:&*)<A%6 $(-7/.(A0*40*A2.&'A.UJ<%.;.&-(77*-.CG5 # # C&A%)6 #Q"##" >%?*)7.$@-')?7A'8 G/-*11*)6*.A'/&.G)(--* # # =/()(1' #O"##" >%?*)7.$@-')?7A'8 H-3//*&.<A*.:*16(<A*& # # =/()(1' #O"##" G&%8%)?*-.5:&*)<A%6 VA0*7*A7/%2*)*_.;B'.4%)6A*-.'.$(-?*`.S'7/*a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`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 105

113 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 106

114 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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g2)*-.(22.'.e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g-*&7.1')7&.1'a0e;.8*))a'?*.0ja*/(-& # # =/()(1' #L"#Q" 56-*77*%8'7*) CG5.1*6.4%-6.G&%&('AW36-(;/-'&'//. # # =/()(1' #L"#Q" +@6-*A%)678*))*) GA%/&*-.G&%&('AW36-(;:J70()*) # # =/()(1' #L"#Q" G&%8%)?*-.5:&*)<A%6 51*-'/%)*-)*.7A%/&*-.G&%&('AW36-(;:J70()*) # # =/()(1' Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 107

115 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #L"#Q" 5:&*)2(7&*) W%-6&.J&.1(&.G&%&('AW36-(. # # =/()(1' #M"#Q" N*-?*)7.H'6*)6* DJ7'//*).'.2(A'&'//*)`.(?.2(A'&'//*).'.1J7'//*) # # 9JA&J- #M"#Q" 5:&*)2(7&*) DJ7'//*).'.2(A'&'//*)`.2(A'&'//*).'.1J7'//*) # # 9JA&J- QP"#Q" 5:&*)2(7&*) $(-7/.7(//*A.*-.1'66*A1,6'? # # =/()(1' Q#"#Q" N*-?*)7.H'6*)6* X'8*&.*&&*-.-*/(-6J&<3??')?*) # # $34*&*- Q#"#Q" N*-?*)7.H'6*)6* D()?7&%6;2A%).%8:*'6 # # =/()(1' Q#"#Q" G&%8%)?*-.5:&*)<A%6 58:*'6*.D()?7&%6;2A%). # # =/()(1' Q#"#Q" G&%8%)?*-.5:&*)<A%6 X'&*).?0*)?`.7&(-*.2*)?*- # # $34*&*- Q#"#Q" 56-*77*%8'7*) 58:*'6*.-*?0*-')?*)7.D()?7&%6;2A%).'.QPPL # # =/()(1' Q#"#Q" 5:&*)2(7&*) D,)*A%)6')?.%8<A,7&.'.QPPL # # =/()(1' Q#"#Q" 9A%77*/%12*) CG5.&-*::.<A')/ # # $34*&*- QQ"#Q" N*-?*)7.H'6*)6* +-3/&*&.:(-.1'A0E;'1%?* # # =/()(1' QQ"#Q" $(-6A37 D*A/E3%;%)A*??*&.7&*)?&.*&&*-.8%))A*//%70* # # $34*&*- QQ"#Q" G&%8%)?*-.5:&*)<A%6 QO.&()).-E-.:%A&.'.1E-/*& # # =/()(1' QQ"#Q" +@6-*A%)678*))*) +-3/&*&.:(-.U%)%6%7.1'A0E'1%?* # # C&A%)6 QQ"#Q" 5:&*)2(7&*) +-3/&*&.:(-.U%)%6%7.1'A0E'1%?* # # C&A%)6 QQ"#Q" G&%8%)?*-.5:&*)<A%6 U%)%6'7/.1')'7&*-.:'//.(A0*7%)670(// # # C&A%)6 QO"#Q" N*-?*)7.H'6*)6* VA0*7%)6J&8'))')?.8%-.J&*.%8./()&-(AA # # C&A%)6 QO"#Q" G&%8%)?*-.5:&*)<A%6 W%)?*A%)6.(8*-&%-.G(A7/0@-;%/%6*1'. # # G2(-& QO"#Q" 56-*77*%8'7*) 5/*-.G(AJ&'()7.1*6 # # =/()(1' QI"#Q" G&%8%)?*-.5:&*)<A%6 P.G&%&('A;1'AA'%-6* *-.(8*-.Y(?%A%)6. # # =/()(1' QL"#Q" G&%8%)?*-.5:&*)<A%6 N%)/70*:.H*-0*.B%-*<*-?.<A'-./-%1<J/%-.'.<3*) # # $34*&*- QM"#Q" 56-*77*%8'7*) G1%-&*-*.(A0*A*&')?. # # =/()(1' QM"#Q" G&%8%)?*-.5:&*)<A%6 R)*-?'.(?.E/()(1'.'.QP#P # # =/()(1' QM"#Q" >%?*)7.$@-')?7A'8 +*7&.2,./()&(-*& # # =/()(1' QM"#Q" G&%8%)?*-.5:&*)<A%6 R)./()&-%/&.1*6.G&%&('A.<*&3-.%A& # # +(-7'6* QM"#Q" G&%8%)?*-.5:&*)<A%6 58?0E-*)6*.,.8@-*.'))*.'.dG&%&('A;8%-1*)e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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 108

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119 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. AB"E" 954@-5.'& N521>&18BBB1%5&1*-?' # # # :*&3+ A#"E" Q;.2'-5(.+<'('( CD1&521>&1EBBB1%5&1*-?'1%251-'005+?'( # # # :*&3+ AA"E" 954+5<3+'( H0?G((75-'21*-?'05&5+&2*%'( # # # \&-5(. AA"E",-5++'057)'( CD1@'+0/-.'+1%*21J1+0?G((75-'1>&+-3)) # # # \&-5(. AE"E" 954@-5.'& O(105&5+&2*%'131+50&'1%3-7 # # # :/L'&'2 AE"E" 954'(+1:;23(4+-3< N2>'21CD # # # 60*(*73 AM"E" H&5<5(4'21$%&'(@-5. I'V3W*P.'@5&&131H&*2&3(4'& # # # :/L'&'2 AM"E" 954+5<3+'( CD1<3-1a.2')'b1*-?'-'005+?'( # # # \&-5(. AM"E" $%&'()*+&'( CD1<3-1+&*))'1-'005+?'(17'.1<;+0' # # # \&-5(. AY"E" $%&'()*+&'( \H$105(1+&5(+'1@*23(4131(*2. # # # \&-5(. AY"E" 954'(+1:;23(4+-3< =57@-'217*&1-G)+01*-?'@2G(( # # # 60*(*73 AY"E" 954'(+1:;23(4+-3< I'('21CD1&J-'21025<'(' # # # 60*(*73 AZ"E" 954+5<3+'( F@5751+'&&'21%*&'(1('.1%*21*-?'-'&3(4131(*2. # # # \&-5(. AZ"E" 954'(+1:;23(4+-3< H&5(+'21@*23(4131(*2. # # # 60*(*73 AZ"E" $%&'()*+&'( Q*21-3&'1P1%*21+'(& # # # \&-5(. AZ"E" X= Q-'2'1%3+0'2'1@-'1 # # # :/L'&'2 AZ"E" 954'(+1:;23(4+-3< CD1*))1)J1+>0+'++2/0&'2 # # # 60*(*73 AZ"E" 954@-5.'& CD1-G/1*71*-?'>&+-3))'&1 # # # :/L'&'2 A"E" $.2'++'5<3+'( F-?'05&5+&2*%'(1'21F@575+1,5&23(51 # # # \&-5(. A"E" X= D->00'&1&?;2'0->7)'21)J1+&25(.'( # # # :/L'&'2 A"E" 954'(+1:;23(4+-3< N37'('1+*715<4?G215-& # # # 60*(*73 A"E" H&5<5(4'21$%&'(@-5. N3--3&++<30&1451@*2'+&5(+ # # #,*77'(&52 A"E" $%&'()*+&'( K<*21'21-G+(3(4'(`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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 112

120 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. T"M" H&5<5(4'21$%&'(@-5. 9'&&'105(1+0?'134?'( # # # :/L'&'2 T"M" 954'(+1:;23(4+-3< H05)'21)2*@-'7'21%*215--' # # # 60*(*73 T"M" 954'(+1:;23(4+-3< \&@/&&')-5(17G&'217*&+&5(. # # # 60*(*73 E"M" H&5<5(4'21$%&'(@-5. HG0'217'213(%*1*71I'V3W*4*-%'( # # # 60*(*73 E"M" 954+5<3+'( 9'7*(+&2'2'217*&1CD # # # \&-5(. E"M" H&5<5(4'21$%&'(@-5. F-?'@*23(41d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c1@g((17*&1*-?'05&5+&2*%'( # # # :/L'&'2 #B"M" 954'(+1:;23(4+-3< F-?'+G-14321*-?'+0<3+ # # # 60*(*73 #B"M" 954+5<3+'( \H$]1d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eL3&'1+)323&1*<'25-& # # # :/L'&'2 #A"M" Q;.2'-5(.+<'('( DJ1&'))'&1319'&1L<3&'1L>+ # # # \&-5(. #A"M" 954'(+1:;23(4+-3< H0*-'2'&&1%*21F@575 # # # 60*(*73 #A"M" 954@-5.'& C'21F@5751L*-.'10?'%& # # # :/L'&'2 #A"M" $.2'++'5<3+'( CDP-'.'2'(1L521@5--5+&1%251R5.' # # # 60*(*73 #A"M" H&5<5(4'21$%&'(@-5. f.7/01cdp+?'%1)j1&'))'& # # # 60*(*73 #A"M" $%&'()*+&'( O(1/.7/01CDP+?'% # # # 60*(*73 #A"M" Q;.2'-5(.+<'('( CDP0*(&250&1&3-1H>@+'51Y # # # 60*(*73 #A"M",-5++'057)'( c((05-&1&3-1f@575 # # # \&-5(. Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 113

121 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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g # # # 60*(*73 #Z"M" X= ax'&1300'bu1ak>+0'21300'bu1ax521300'13(<*-<'2&b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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 114

122 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. AA"M" $.2'++'5<3+'( H7J1*-?')52&30-'21@-321'(173-?G&2>++'-'( # # # \&-5(. AA"M" 954+5<3+'( F-?'-'005+?'1%G21'0+)-*+?*('( # # # \&-5(. AA"M" H&5<5(4'21$%&'(@-5. CD1@-'15.<52&1%G21*-?'>-/00'( # # # \&-5(. A8"M" Q;.2'-5(.+<'('( F-?')52&30-'21)J1+&*2'1L5<./)1'21.'(1+&G2+&'173-?G&2>++'-'( # # # \&-5(. A8"M" Q;.2'-5(.+<'('( S5+'23'&17*&1CD1+&34' # # # \&-5(. AT"M" $%&'()*+&'( K3+&*23+01%5--131'('243%*2@2>0'& # # # 60*(*73 AE"M" $%&'()*+&'( F-?'+G-1<3-1)2'4'1&*))7G&'2 # # # \&-5(. AZ"M" $%&'()*+&'( CD17'.1(/'1-J(1&3-1'2+&5&(3(4'2 # # # 60*(*73 A"M" 954'(+1:;23(4+-3< 9/2&1%*21CD # # # 60*(*73 8B"M" H&5<5(4'21$%&'(@-5. NG%%1&3.1%*21(*2+0'1CDP5(+5&&' # # # ECI D NJ EC B BD DN ECM A"Y" 954'(+1:;23(4+-3< \&@-J+(3(41+-J21I'V3W*P2'0*2. # # # 60*(*73 A"Y" $.2'++'5<3+'( X31<521500>25&10*77'&1*<'21a,5&23(5b # # # :/L'&'2 A"Y" $%&'()*+&'( \&+-3))+2'0*2.1314>-%'( # # # \&-5(. A"Y",-5++'057)'( Q*2+3(0'21*))2/.(3(41 # # # \&-5(. 8"Y" $.2'++'5<3+'( CD1G.'-'44'21'&1+&/00'175&0>-&>2 # # # \&-5(. M"Y" $%&'()*+&'( Q'3-50& *@3-.' # # # :/L'&'2 M"Y" 954'(+1:;23(4+-3< H(3))U1+(5))U1+0>&' # # # 60*(*73 M"Y" $%&'()*+&'( CD1?50&'21)J1(/'1'3'2' # # # 60*(*73 Y"Y" $%&'()*+&'( X3+3&&1%*21J1+&/20'1457-'1@J(. # # # \&-5(. Y"Y" 954'(+1:;23(4+-3< CD15<<3+'21@'L*<1%*21(/'1)'(4'2 # # # 60*(*73 Z"Y" $.2'++'5<3+'( \&@-J+(3(41&2>'2173-?G'&131L5<'&1 # # # :/L'&'2 "Y" 954+5<3+'( O\1-5(+'2'21*-?'@*2'P+&*)) # # # \&-5(. "Y" 954'(+1:;23(4+-3< N2'00'21+'41%251-G%&' # # # 60*(*73 "Y",-5++'057)'( CD1.'7)'21*-?'LJ)'& # # # \&-5(. #B"Y" $.2'++'5<3+'( C*2&'(%*21)'&2*-'>7++G-'& # # # I545+3( #B"Y" 954'(+1:;23(4+-3< X3--'1+)520'&1CDP+?'%'( # # # 60*(*73 #A"Y" 954'(+1:;23(4+-3< F-?'(1%*++'21%23&&1>&131I'V3W*4>-%'( # # # 60*(*73 #A"Y" X= CD &*))'1*-?'+G-13(('(1+'0+1.54'2 # # # :/L'&'2 #A"Y" 954@-5.'& 9'&&'1'21:*2.+?G'(+1<'2+&3(4 # # # :/L'&'2 #8"Y" $%&'()*+&'( CD+1)23+1L3&&3-]1AA '2 # # # \&-5(. #8"Y" 954@-5.'& CD1+&'(4'21<'2.'(1>&' # # # :/L'&'2 #T"Y" C'24'(+1N3.'(.',-5))?50&1)J1L52.&1+J2'&1*-?'4345(&1 # # # 60*(*73 #T"Y" 954'(+1:;23(4+-3< CD1LJ)'21)J1*-?'+&5( # # # 60*(*73 #E"Y" 954'(+1:;23(4+-3< c((%g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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 115

123 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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c00'1&'4(1&3-1-'005+?' # # # \&-5(. #"Y" $.2'++'5<3+'( CD17'('21@2G(('(105(1L*-.'+1->00'&1 # # # \&-5(. #"Y" H&5<5(4'21$%&'(@-5. CD17'('21@2G(('(105(1L*-.'+1->00'&1 # # # \&-5(. AB"Y" C'24'(+1N3.'(.' h2&3'21%g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f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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 116

124 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. A"Y" 954'(+1:;23(4+-3< 9*7105(12'.>+'2'1CD+15(+<52 # # # 60*(*73 A"Y" 954+5<3+'( CD1@*2'21'(.51./)'2' # # # \&-5(. 8B"Y" 954'(+1:;23(4+-3< H5&+'215-&1)J1./)'& # # # 60*(*73 8B"Y" $.2'++'5<3+'( CDP>&@-J+(3(41)JP1%G2'21H&5&*3-1+&*2'1&5) # # # 60*(*73 8B"Y" H&5<5(4'21$%&'(@-5. $(5-/&30'21&2*21H&5&*3-1<3-10?G)'1CDP5(.'-'21 # # # 60*(*73 8B"Y" Q;.2'-5(.+<'('( H(>+'21)J1CDP'3'(.'-'21 # # # JN L BN LL D HL EB ME #"Z" X= $2/(1i#Tj173+&'&1)5))5 # # # :/L'&'2 #"Z" X= c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k3&/^ # # # 60*(*73 M"Z" 954'(+1:;23(4+-3< c1-g<'(+1l>-' # # # 60*(*73 M"Z" $%&'()*+&'( CD+1R3@/5P@*23(41@'0/72'2 # # # \&-5(. M"Z" 954'(+1:;23(4+-3< Q*2+0'2'1+&23.'+1*71*-?'5(+-54 # # # 60*(*73 "Z" H&5<5(4'21$%&'(@-5. O(1+'23'1.J2-34'1@'+->&(3(4'21%G2&'1&3-1>-/00'(131I'V3W*4*-%'( # # # 60*(*73 #T"Z" 954@-5.'& $-5@ G0'21CD # # # :/L'&'2 #Y"Z",-5++'057)'( :5&>2'(12')52'2'214*-%'( # # # \&-5(. #Z"Z" 954'(+1:;23(4+-3< CD1L'(&' '2 # # # 60*(*73 AE"Z" $.2'++'5<3+'( O('24317'.1(/1<231 # # # 60*(*73 Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 117

125 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. AY"Z" :5&3*('( =2G(-5(.1F-?'+'-+05)'&1CD # # # 60*(*73 3A:A0# EN C EE M L EI D EN 8"" 954+5<3+'( :/&&1+?*00131I'V3W*4*-%'( # # # \&-5(. 8"" 954'(+1:;23(4+-3< :/12344'0+)-*+?*(131I'V3W*4>-%'( # # # 60*(*73 Y"" 954'(+1:;23(4+-3< H37>-5&* '2'1@*23(41 # # # 60*(*73 "" $%&'()*+&'( CD1.'-'21>&1+0/-. # # # \&-5(. "" 954'(+1:;23(4+-3< X3-1.'-'1+0/-.'(1P1*412'4(3(4'( # # # 60*(*73 "" H&5<5(4'21$%&'(@-5. CD1<3-1%*2.'-'1+0/-.1'&&'21>-/00'( # # # 60*(*73 #B"" H&5<5(4'21$%&'(@-5. :*2+0'1@2G((.2')'2'1?*@@'&1.541*41(5&&131I'V3W*4*-%'( # # # 60*(*73 ##"" $%&'()*+&'( [*@@'&1.G4('&12>(.& # # # 60*(*73 AB"" Q;.2'-5(.+<'('( CD+105&5+&2*%'@2G((1+&'(4&1%*214*.& # # # 60*(*73 A"" C'24'(+1N3.'(.' :*2+012/..'?*@@1L5<('21312'&&'( # # # 60*(*73 /&K#&OG&5 EC C N E L M C EC #"#B" H&5<5(4'21$%&'(@-5. R3&'(1%2/0&1%*21+<'00'&1L'-30*)&'2@'2'.+05)1 # # # :/L'&'2 E"#B" H&5<5(4'21$%&'(@-5. X5((1+*71./(573&&143217'21*-?' # # # 60*(*73 E"#B" H&5<5(4'21$%&'(@-5. CDP+&/2'-'.'21&2'00'21+'4 # # # 60*(*73 Y"#B" 954'(+1:;23(4+-3< O('2431G<'2+&1)J154'(.5'( # # # 60*(*73 #M"#B",-5++'057)'( R5(41<'31&3-@50' # # # I545+3( #"#B" :*2.-/+ F-?'<320+*7L'&'(+13((&*4131(*2. # # # :/L'&'2 #"#B" $%&'()*+&'( CD1+'-4'21*-?'%'-&'21&3-12> <-'44'2 # # # 60*(*73 A#"#B" :*2.-/+ $-<*2-34'1+34(5-'2 # # # :/L'&'2 AE"#B" 954'(+1:;23(4+-3< F.%?'--P @*2'131$(4*-5 # # # 60*(*73 AE"#B" H&5<5(4'21$%&'(@-5. CD14517'+& # # # R*05-& AZ"#B" X= F-?'@*23(41<3-1431ABBB1?*@@'2 # # # :/L'&'2 A"#B" Q;.2'-5(.+<'('( KJ)'21)J1X5-L5--P0*(&250&'2 # # # 60*(*73 8B"#B" H&5<5(4'21$%&'(@-5. 9J2-341+'7'(&131I'V3W*@2G(('( # # # 60*(*73 P,#$G&5 EL E L EE I N E EI 8"##" 954'(+1:;23(4+-3< S/..'2'4(3(4'(1G0'2 # # # 60*(*73 E"##" 954'(+1:;23(4+-3< \(4'1<3-1@-31+5&+'&1)J # # # 60*(*73 Z"##" :*2.-/+ h)('21%*21-*05-'1-'<'25(.g2'2 # # # :/L'&'2 #A"##" 954'(+1:;23(4+-3< S*+'21(* '2L'& # # # 60*(*73 #8"##" H&5<5(4'21$%&'(@-5. F-?'+'-+05)'(']1PX31L5(.-'2131:*24'U1=3+0'g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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 118

126 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 119

127 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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` # # ;<=+=:3 #7"7"./*-*+2('0B?/(+1)*& E3//0)5,('(0?='0BI/*,01=)32F/)(3(?=+& # # ;<=+=:3 #["7" 8*2(+,04%'3+2,)3- ^3))(0/'A,/(a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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 120

128 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #H"[" 8*2(+,04%'3+2,)3- Q*+&)(/030?A&,(),G(':3,P=+ # # ;<=+=:3 #H"["./*-*+2('0B?/(+1)*& $'(&0B"0C+2(1'32/,(+03013//('0,/'3&0=:0)F<,F,-3))*030\*'1())*0G@0&(+ # # # 4=/3, #H"[" 8*2(+,04%'3+2,)3- M'(-('0H>H0:3))"0*-0Q*+&(),1*+<(+ # # # ;<=+=:3 #"["./*-*+2('0B?/(+1)*& Q*+&(),1*+<(+0?'5</(/0<F','*, # # # ;<=+=:3 >L"["./*-*+2('0B?/(+1)*& V+0<*)<F)('/0F/G'(,,3+2b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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 121

129 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. /D"5&E"<,?F/8GE"<, I<#"**F0",&5J?CH "#$ %&'(" )(##&* +,$-",#(.(#&# /$0-",#(.(#&# 1$0(#(. 234#5"* 2&6"#(. ) 789:/&,0;$< "#" $%&'()*+&,-(++(+.*/0(1,23,45) :#; # # <*/=' ;"#" >0*-*+?('1@A0(+B)*& >CDE*+31?='1&(?1-%'(01/51F643='3(/)*,,(+ # # G63*)0 ##"#" >0*-*+?('1@A0(+B)*& H6+IJ+30J'B*'64(0('(01A6'1C6?*)*+&K1E(&'=A0(+(10'6'1/51B(&'(10=&('1=15' # # L36+64= ##"#" F*?(+,1M%'=+?,)=- MN(13'*-1?='1&N'('(13*/=0*) # # L36+64= #O"#" >0*-*+?('1@A0(+B)*& >0('31,0*'01A6'1H=+63=+6 # # HJ)0J' #P"#" >0*-*+?('1@A0(+B)*& >HQ$.:.1E:Q.: # # 86BB16?1R0&*++=+? #S"#" >0*-*+?('1@A0(+B)*& 8%'B2+&('1A6'0,(00('151=+-(,0('(1=1+N(1AI2, # # G63*)0 #T"#" >0*-*+?('1@A0(+B)*& :=(+&64,4(?)('1#13I2/('1J0)(=(,(),3*/ # # L36+64= #U"#" E('?(+,1.=&(+&( 9*'41?*-(10=)1B('?(+ # # M60=, V'&+(01,(?1B* (&1A*),301/*,, # # MNW(0(' #;"#" H)*,,(3*4/(+ H6+,('0WJ,1=1>0*-*+?(' # # <*/=' #X"#" >0*-*+?('1@A0(+B)*& E(&'=A0('16?13644J+(+1B)*'16//1A6'1Y*=0= # # <6)=0=33 OO"#" $%&'()*+&,-(++(+ OPPP1?'*0=,1-(&,(33(' # # <*/=' OO"#" >0*-*+?('1@A0(+B)*& $(,0(+1A6'0,(00('1(00('1A=+*+,3'=,(+ # # L36+64= OZ"#" >0*-*+?('1@A0(+B)*&.61*-10=10'6'1B6)=?/'=,(+(1-=)1,0=?( # # L36+64= OU"#" $%&'()*+&,-(++(+ >02''(16/0=4=,4( # # M%'=+?,)=- O"#" >0*-*+?('1@A0(+B)*& F(4(+01A5'1B(W6)&(1*3,I(?(-=+,0 # # L36+64= ZP"#" >0*-*+?('1@A0(+B)*& <'=,10=)1<6,0B*+3(+ # # MNW(0(' A?B??C T"O" E('?(+,1.=&(+&( >CDE*+31,3*)1&6B)(1=1E('?(+ # # M60=, T"O" # # L36+64= T"O" >0*-*+?('1@A0(+B)*& >CDE*+310I(+0(14('1(++1+6(+1?*+? # # $6',=&( T"O" >0*-*+?('1@A0(+B)*& >CDE*+314(&10=&(+(,1B(,0(15','(,J)0*0 # # L36+64= #P"O" F*?B)*&(0 Y('1('1&(1B(,0(16?1-(',0(1B*+3(+( # # M60=, #P"O" >0*-*+?('1@A0(+B)*& >CDE*+3DA=)=*)(+1/519=?'(,0*&1)(??1+(& # # G63*)0 ##"O" >0*-*+?('1@A0(+B)*& $'6,+(1'2'1)*?('1A)641*-1,3*&(' # # MNW(0(' #O"O" $%&'()*+&,-(++(+ $6',=30=?16/0=4=,4( # # M%'=+?,)=- #O"O" >0*-*+?('1@A0(+B)*& <(+?('10=)182,,=+?AI6'&D1,(+0('(0 # # G63*)0 #Z"O" >0*-*+?('1@A0(+B)*&.'(33I('1,(?1=1/'60(,0 # # G63*)0 #U"O" >0*-*+?('1@A0(+B)*& >06'1,3(/,=,1B)*+013I2/(,(+0'( # # MNW(0(' #;"O" >0*-*+?('1@A0(+B)*& >CDE*+31I*30('1/519*'(B('?,1(00('A2)?(' # # MNW(0(' #X"O" >0*-*+?('1@A0(+B)*& >*4AJ++,=+,0=0J,I6+1,23('106//,I(A # # H644(+0*' OO"O" F*?(+,1M%'=+?,)=- [601-5',0(4+=+?1=1B*+3(+( # # L36+64= OZ"O" >0*-*+?('1@A0(+B)*& E*+3(+1W*'1B(,0(401,(? # # G63*)0 OS"O" >0*-*+?('1@A0(+B)*& 9=?'(,0*&1?='16//1B*+3D3*4/1>CDE*+31=1C6?*)*+& # # G63*)0 Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 122

130 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale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asteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 123

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133 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. O#"#P" >0*-*+?('1@A0(+B)*& >3*00(6//?I2'(0K1UTT14=))=6+('1A'*1A=+*+, # # L36+64= OZ"#P" M*0=6+(+ Q+-(,0('=+?,02'3(1,3*/('1A'*40=&,J'6 # # <6)=0=33 O"#P" >0*-*+?('1@A0(+B)*&.'6'1/51?6&(15'1A6'1C6?*)*+& # # MNW(0(' O"#P" >0*-*+?('1@A0(+B)*& #1[QGGQVM1HCVM:C # # M60=, O;"#P" >0*-*+?('1@A0(+B)*& >*4,/=))14601A'*40=&(+1 # # H644(+0*' OX"#P" >0*-*+?('1@A0(+B)*& >=('1I*10=)1*3,I(,/*'(B*+3 # # L36+64= OX"#P" F*?(+,1M%'=+?,)=- >/=,('1=1,(?1(?+(1)2A0(' # # L36+64= OX"#P" $%&'()*+&,-(++(+ #eo14'&"1a6'1>cde*+3 # # M60=, OX"#P" >0*-*+?('1@A0(+B)*& #eo14=))=*'&('1=16-(',3j&&1a6'1>cde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f1Y*)) # # L36+64= OU"##" >0*-*+?('1@A0(+B)*& H*/=0*)(+,1*+,-*' # # H644(+0*' OU"##" >0*-*+?('1@A0(+B)*& [*+,J'1C*I=W10=)&()01[(++(,3(D1'(00=?W(0,/'=,(+1OP#P # # M60=, O"##" >0*-*+?('1@A0(+B)*& #P14=))=6+('10=)1GN,(AI6'&(+ # # G63*)0 OX"##" F*?(+,1M%'=+?,)=-.2AA('(1A6'1J+?(151A51)5+ # # L36+64= OX"##" >0*-*+?('1@A0(+B)*& :+1,/*'(B*+31A6'1A'*40=&* # # H644(+0*' ZP"##" >0*-*+?('1@A0(+B)*& Y-=)(/J),1W6,136+3J''(+0(+( # # MNW(0(' ZP"##" >0*-*+?('1@A0(+B)*& b*-(10=)1w()(1c6?*)*+& # # M60=, ZP"##" >0*-*+?('1@A0(+B)*& V'&A2'('1&'6//(01CNAN)3(36+A('*+,(+ # # M60=, ZP"##" >0*-*+?('1@A0(+B)*& >*+&+(,1>/*'(B*+31A'N30('1=33(1>CDE*+3,1=++06?1,641(=(' # # MNW(0(' ZP"##" >0*-*+?('1@A0(+B)*& g:+1a=+*+,/)*,,('=+?^1f(01w(+?('1i61=33(1/51?'(/h # # MNW(0(' 2$.&QL&5?N M N?N? H? #"#O" >0*-*+?('1@A0(+B)*& H6+3J''*+,(16?1(=(',3*/ # # H644(+0*' S"#O" >0*-*+?('1@A0(+B)*& F(,(4B('1,=3'('1)2++=+?('1A6'1BN/'(,0(+(1=1>*+&+(, # # G63*)0 U"#O" >0*-*+?('1@A0(+B)*& >CDE*+312+,3('1516-('0*16,, # # L36+64= #S"#O" >0*-*+?('1@A0(+B)*& 95?(+1A5'14=))=6+?*-( # # G63*)0 #T"#O" E('?(+,1.=&(+&( >0=/(+&10=)1J+?(10*)(+0(' # # M60=, #T"#O" >0*-*+?('1@A0(+B)*& >-(+&1[2))('1A(331)=-,?)(&(/'=,(+ # # G63*)0 Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 126

134 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. #U"#O" >0*-*+?('1@A0(+B)*& L301/5?*+?16?,51W6,1B*+3(+( # # MNW(0(' OP"#O" F*?(+,1M%'=+?,)=- $=331WI()/1D16?1,0N'0( J', # # L36+64= OO"#O" >0*-*+?('1@A0(+B)*& MN1@$<1?='1(3,0'*1/(+,I6+ # # MNW(0(' O"#O" >0*-*+?('1@A0(+B)*& 1TP1>0*06=)D4=))=*'&('1&'N,,('16-('1C6?*)*+& # # MNW(0(' O;"#O" >0*-*+?('1@A0(+B)*& E*+3,I(A1.('I(19*'(B('?1B)='13'*4BJ3*'1=1BN(+ # # MNW(0(' ZP"#O" F*?(+,1M%'=+?,)=- R?'(=01+5'1(+1451?510=),)=3(1,3'=00 # # L36+64= &0&QL&5 C B H C H?H )$#"*#?B? B? AA?AN?B Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 127

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138 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. 24 ØKONOMI Stavanger Aftenblad Torsdag 25. november 2010 ØKONOMI Leder: Ellen Kongsnes. Tlf Epost: [email protected] Norge har slått knockout på laksekonkurrentene TROMSØ: Norge er nå verdensener i lakseeksport. Prisene er rekordhøye, og vi ligger an til å eksportere laks og ørret for 32,5 milliarder kroner i Det er nesten 7 milliarder kroner mer enn i rekordåret 2009 da eksportverdien ble 25,6 milliarder kroner. Fjorårseksporten var igjen 6 milliarder kroner høyere enn i I årets første ti måneder ble det eksportert for større verdier enn i hele fjor. Prisen er den viktigste årsaken til at rekordene slettes. I årets ti første måneder er gjennomsnittlig kilopris for fersk norsk laks på 37 kroner kiloen. I samme periode i fjor lå den på 31 kroner. (NTB) Vaktskifte i SR-Bank markert i Atlantic Hall Dressfaktoren var høy, og stettene på champagneglassene like så, da SR-Bank inviterte til avskjedsfest for konsernsjef Terje Vareberg (62) og ønsket arvtaker Arne Austreid (58) formelt velkommen i går kveld. Toralf Sandø tekst og foto STAVANGER: Rampelysene lyste illevarslende røde og luften var futuristisk skremmende disig av talkumstøv i Atlantic Hall i går kveld. Rundt 300 gjester fra bank, næringsliv, politikk og samfunnsliv var invitert til markeringen av vaktskiftet i SR-Bank. Tidligere statsminister i Sverige, Göran Persson, var det store trekkplasteret. Han hadde fått tre kvarter til rådighet for å fortelle om tingenes tilstand her i verden, et foredrag han tidligere på dagen hadde holdt for gjester i Sandnes Sparebank. PÅ OPPLÆRING: Arne Austreid, som overtar sjefsjobben i SR- Bank etter Terje Vareberg ved årsskiftet, har i vel tre uker tråkket rundt i banken med sine 1100 ansatte for å lære litt om bankfaget. Austreid ledet riggselskapet Prosafe fra 1999 til i sommer. Selskapet har de siste tre årene vært utflagget til Kypros. I mai takket han ja til sjefsjobben i SR-Bank, og siden 1. november har han gått på opplæring i banken. Jeg har lært veldig mye om organisasjonen og fått en veldig hyggelig velkomst. De har tatt vel imot meg, helt fra styret til hver enkelt medarbeider i banken, og jeg har rukket å besøke en del kontorer, blant annet på Haugalandet, sier Austreid til Aftenbladet. FÅTT LEILIGHET: Mens Vareberg hadde avtale om å slutte ved fylte 62 år, kan Austreid slutte når han er 64, det vil si om vel fem år. Den påtroppende sjefen kommer opprinnelig fra Kopervik, men har nå funnet seg en leilighet ikke langt fra SR-Banks hovedkontor i Bjergsted. Er Stavanger bedre enn Kopervik eller Larnaca på Kypros? Alle steder har sin egen sjarm, både Larnaca og Kopervik og Stavanger. Vi føler oss veldig hjemme her, sier Austreid, som med «vi» mener kona og ham selv. Paret har to voksne barn. UNDER OPPLÆRING: I vel tre uker har Arne Austreid (58), til høyre, vært på opplæring som konsernsjef i SR-Bank. Ved årsskiftet er læretiden over, og Austreid overtar etter Terje Vareberg, som fylte 62 år i oktober. Her de to i Atlantic Hall i går kveld. SAKEN Terje Vareberg slutter i SR-Bank etter 11 år som konsernsjef. Arne Austreid tar over ledelsen 1. januar. INGEN REVOLUSJON: Han forsikrer at han ikke har noen planer om å flagge SR-Bank ut til Kypros, slik Prosafe gjorde. Det som er interessant for meg nå er å få lov å jobbe i denne regionen. Det har jeg egentlig aldri gjort. Det som er kjekt er å kunne bidra med verdiutviklingen på Vestlandet og Sørlandet. Det er det som motiverer meg og for denne jobben. Hva blir forskjellen på SR- Bank under Austreid fra SR-Bank under Vareberg? Det er ikke sikkert forskjellen blir så veldig stor. Jeg legger vekt på det verdigrunnlaget som er skapt i banken, og det skal videreføres på samme måte som Terje har gjort det. Jeg kommer til å omgi meg med de samme medarbeiderne og den samme kulturen. Det blir fokus på lønnsomhet, på kundene og på distriktet. «LÆRENEM»: Terje Vareberg gir Austreid attest som lærevillig elev de tre ukene de to nå har jobbet sammen. Det er klart han er lærenem. Han kommer fra en ekstremt konkurranseutsatt næring og en konkurranseutsatt bedrift, som han har stått i spissen for i mange, mange år. Han trenger ikke mye læring i det grunnleggende, for det har han med seg, og det vil bidra til både kontinuitet og fornyelse i banken. Arne har vært veldig rask til å ta det grunnleggende med det som er viktig i en bankorganisasjon. Jeg synes han har hatt en usedvanlig bratt lærekurve i løpet av de få dagene han har vært her. Har du gitt ham noen gode råd? Selvfølgelig har jeg det. Mest knyttet til hva jeg opplevde da jeg startet opp og det jeg opplevde som viktig da. På en måte er det litt luksus å kunne suge inn impulser og snakke med folk uten å føle trykket av å måtte ta daglige beslutninger. Det unner jeg ham av hele mitt hjerte, for 1. januar, da blir det travelt. MANGE TAKK: Hva føler du selv om å slutte i banken etter 11 år? Tidligere i år har jeg følt på vemodet. Da styret annonserte ansettelsen av Austreid i vår, følte jeg at det var ugjenkallelig slutt. Nå føler jeg egentlig glede, og Arne kribler i bein og armer etter åta over. Så da er tiden inne. Hva vil du si til alle de som er her i kveld? Jeg vil si som emissæren: Vi har mye å takke for. Jeg vil nok først og fremst takke kundene for tilliten de har vist oss. Jeg vil takke kollegene i banken for den fantastiske innsatsen de har gjort for å skape verdier. Og så vil jeg takke kollegene mine i Sparebank 1-alliansen, for uten den hadde SR-Bank aldri ha vært der vi er i dag. Og så vil jeg selvfølgelig takke både styret og styreleder og kånå for støtten hun har gitt. Å være sjef i SR-Bank er mer enn en jobb, det er en livsform. IKKE UUNNVÆRLIG: Vareberg erkjenner at banken vil leve videre også uten ham på toppen. Tidligere styreleder i Agro, Sigbjørn Schmidt, lærte meg noe som er viktig å huske på: Hvis du tror du er uunnværlig, stikk fingeren ned i et vannglass og trekk fingeren sakte ut. Hvis det er et hull, så er du uunnværlig. Jeg har også lagt meg på minne et stykke av Ajax, da han skrev om det å bli pensjonist. Han satt i dagevis og stirret olmt på telefonen, men det kom ingen telefon. Arne Austreid utelukker likevel ikke at han kan komme til å slå på tråden til Vareberg. Jeg tror ikke jeg kommer til å spørre om hvordan vi skal løse ting, men det kan godt hende jeg tar en telefon for å holde kontakten, sier Arne Austreid til Aftenbladet. Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 131

139 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. 20 utland BERGENS TIDENDE SØNDAG 6. JUNI 2010 BERGENS TIDENDE SØNDAG 6. JUNI 2010 utland 21 Vindkraftparker i Storbritannia ritannia = vindkraftparker Moray Firth SKOTTLAND Aberdeen Dundee Firth of Forth Edinburg Irish Sea Newcastle ENGLAND Liverpool Dogger Bank Homsea Sheringham Shoal FOTO: REUTERS/STEFAN WERMUTH/SCANPIX Streik rammer britisk flyselskap LONDON: Kabinpersonalet i flyselskapet British Airways (BA) innledet i går en ny femdagersstreik, to dager etter at den forrige streiken gikk ut. Streiken rammer flyginger fra Heathrowflyplassen utenfor London. Bakgrunnen for streiken er selskapets vedtak i fjor høst om å kutte i lønningene til kabinpersonalet og endre kravene til bemanning om bord i flyene. Plymouth Cardiff Bristol Channel Stavanger Aftenblad / [email protected] London West Isle of Weight Brighton Norwich Hastings Norfolk Obama utnevner ny etterretningssjef WASHINGTON: President Barack Obama har valgt den tidligere generalen James Clapper til ny nasjonal etterretningssjef. Clapper, som i dag er viseforsvarsminister med ansvar for etterretningsvirksomhet, har bakgrunn fra flyvåpenet. Han skal overta etter Dennis Blair, som trakk seg fra stillingen i forrige måned etter en serie episoder som etterretningen ikke FOTO: REUTERS, DEPARTMENT OF DEFENCE, SCANPIX hadde kontroll over. NTB Bortførte funnet drept på Filippinene ZAMBOANGA: Tre menn som var bortført av Abu Sayyaf-geriljaen på Filippinene, er funnet drept, opplyser lokale myndigheter. Soldater fant i går likene av de tre utenfor en avsidesliggende landsby på øyen Basilan. De lokale mennene ble bortført i slutten av mai av den islamistiske geriljaen, som forlangte løsepenger av familiene deres. Familiene var imidlertid ikke i stand til å betale. NTB STAT OIL: Statoilmannen Ei nar Strøms våg (til v.) er le der av drifts or ga ni sa sjo nen i She ring ham Shoal. Mein dert Jan van der Vel de har an svar for de ma ri ne kon trak te ne. Her star ter et norsk vin Om halv an net år står det 88 vind møl ler i ha vet uten for øst kys ten av England. Det er Stat oil og Stat krafts bi drag til det bri ti ske vindkrafteventyret. EL LEN KONGS NES FRED RIK REF VEM (foto) [email protected] Sheringham Shoal Fore lø pig er det bare lek te ren «Sva nen» som lig ger ute i ha vet på She ring ham Shoal. Stat oil og Stat kraft har så vidt star tet ar beidet med å byg ge sine før s te vindmøl ler på bri tisk sek tor. Pro sjek tet er Stor bri tan nias nest stør ste off shore vind kraftan legg, som vil le ve re strøm til hus hold nin ger om halvan net år. Omfattende prosess Den før s te bunn på len som fester vind møl len i hav bun nen, er fakta She ring ham Shoal Da li sen sen for byg ging av vind kraft på She ring ham Shoal ble gitt i 2004 gikk den til et hol landsk og et bri tisk sel skap. Hyd ro kjøp te seg inn i vindkraft pro sjek tet ved å kjø pe bri te nes an del i pro sjekt selska pet som eier li sen sen, Scira i Fra 2008 kjøpte fu sjo ner te Stat oil Hy dro 100 pro sent av Scira, til Stat kraft kjøp te 50 pro sent av ei er ska pet i mars Scira er or ga ni sa sjo nen som eier li sen sen og som skal dri ve vind kraft an leg get. Scira eies av Stat oil og Statkraft med 50 pro sent hver. UT SIKT: 60 pro sent av ti den vil de 88 vind tur bi ne ne være syn li ge fra land for inn byg ge re og tu ris ter i små by ene langs kys ten av Nor folk er mer skep tis ke. ven tet med båt fra Hol land en av de nær mes te da ge ne. Da skal en kjem pe ham mer slå den 50 me ter høye og seks me ter bre de på len ned i hav bun nen. Slik skal 88 på ler pæ les én et ter én. Så kommer overgangsrøret som strek ker seg opp til hav over fla ten, der et ter tår net og til slutt turbinhus og ge ne ra tor. Det te er et eks tremt lo gi stikkpro sjekt, sier Ei nar Strøms våg, le der for drifts or ga ni sa sjo nen til She ring ham Shoal, til Stavanger Aftenblad. Stat oil sin off shore er fa ring har al le re de løst man ge kri tis ke pro blem stil lin ger i vind kraft prosjek tet, sier Strøms våg. Drifts ba sen for vind kraft anleg get skal lig ge i fis ke lands byen Wells next the Sea i Nor folk. Fore lø pig er det ti an sat te, men Ei nar Strøms våg er i gang med re krut te rin gen. Til som me ren flyt ter han per ma nent til Wells, sam men med Mein dert Jan van der Vel de som kom mer fra Statoils ma ri ne ope ra sjo ner. I alt vil et 70-talls men nes ker job be med å drif te She ring ham Shoal-pro sjektet, de fles te er ser vi ce folk som skal dri ve ved li ke hold og re pa rasjo ner i vind kraft an leg get til 10 mil li ar der kro ner. 75 pro sent av kost na de ne er in ves te rin ger, res ten er drift, sier Strøms våg. Mer kraft i vente Len ger fremme ven ter ind re fi leten på bri tisk sok kel, nem lig Dogger bank, der det kan bli snakk om å byg ge ett el ler to tu sen vind møl ler. Stat oil og Stat kraft har al le re de fått li sens på Dog gerbank sam men to and re sel ska per i sam ar beids pro sjek tet Forewind. Der må kost na de ne kut tes med 30 pro sent sam men lig net med kost na de ne på She ring ham Shoal, for å bli kom mer si elt lønn somt. En vik tig del av job ben Stat oil har star tet på i Stor bri tan nia hand ler nett opp om å kut te kost na de ne til nes te vind kraft pro sjekt. Af ten bla dets re por ter team er de før s te som får bli med ut og se fel tet på nært hold. Nå mer ker Stat oil og Stat kraft en øken de in ter es se for vind kraft pro sjek tet både i Norge og in ter na sjo nalt. Hit til er det bare tu ris te ne som har reist til sand stren de ne i Norfolk, to og en halv ti mes kjø re tur fra Lon don. Men over nat ten har jord bruks om rå det i Øst-Eng land blitt sen trum for bri te nes gi gantis ke sat sing på vind kraft pro duksjon i ha vet. Hele den eu ro pe is ke in du stri en ser nå mot pro sjek tet som er blitt ut stil lings vin du et for en helt ny in du stri. I fremtiden hå per Crown Estate at vindkraftindustrien skal ska pe opp til nye verfts- og in du stri arbeids plas ser i Stor bri tan nia. Nødvendig for klimamål Vind kraf ten skal også bi dra til å inn fri Stor bri tan nias kli ma forplik tel ser om 20 pro sent for nybar kraft pro duk sjon in nen Nor folk-dis trik tet får en nøk kelrol le i bri tisk vind kraft ut byg ging på grunn av grunt vann og gode vind for hold. i Eng land. Vind kraft an leg get lig ger mel lom 17 og 23 ki lo me ter fra land. Tu ris te ne har et av slap pet for hold til vind møl le ne, men fis ker ne ndeventyr Siden begynnelsen i 1989 er det satt i gang i alt 18 vindkraftverk i Norge. Disse produserer strøm til mer enn husstander, viser en oversikt fra Norsk Vindkraftforening. MAGNE GAASEMYR [email protected] Når She ring ham Shoal vindkraft park står fer dig tid lig i 2012 vil an leg get være det stør ste offshore vind kraft an leg get i ha vet uten for Stor bri tan nia. Li sen sen ble til delt i and re til de lings runde, men fra før s te run de er bare én av 18 li sen ser byg get ut. Storbri tan nias al ler før s te off shore vind kraft an legg er Scroby Sands med 30 møl ler, som lig ger noen mil len ger sør for She ring ham i 18 vindkraftverk i drift Den største vindprodusenten så langt er Smøla 1 & 2 i Møre og Romsdal, som kom i gang i Anlegget har en ytelse på 150 MW ved full drift, og leverer strøm til husstander. Det siste vindkraftverket som kom i drift er på Bessakerfjellet i Roan i Sør-Trøndelag. Det drives av Trønderenergi Kraft AS og begynte å produsere kraft til nær ni tusen husstander i NVE har gitt konsesjon for vindkraft til i alt 40 prosjekter. Av disse er det altså bare litt under halvparten som er kommet i gang. Men det er ganske mange aktører som er i sving med planer om å utnytte vind til energi, både på fastlandet og til havs. I alt er det søkt konsesjon for 36 vindkraftprosjekter. Enda flere arbeider med utredninger og søknadspapirer. Til sammen er det meldt fra om at 84 nye søknader om konsesjon for vindkraftprosjekter er på vei. Nor folk og bare 2,5 ki lo me ter fra land. Len ger sør, øst for Lon don er 140 tur bi ner i ferd med å rei se seg på Great Gab bard. An leg get vil stå fer dig et halvt år før She ring ham Shoal. Største enkeltaktør, målt etter antall prosjekter som enten er meldt, søkt om eller har fått konsesjon, er Fred Olsen Renewables AS, med til sammen 12 vindkraftprosjekter. Ifølge en rapport SWECO Grøner i samarbeid med ECON og kjeller Vindteknikk har laget for Enova er det fysiske potensialet for offshore vindkraft i Norge på TWh. Tre prosjekter har fått konsesjon for vindkraft til havs. Det er Havsul I i Møre og Romsdal i tillegg til Sway og Hywind i Rogaland. I tillegg er en søknad til behandling og tolv andre har meldt fra om at søknader kommer. Politiker drept i Nord-Irak MOSUL: Et parlamentsmedlem fra Iraks største parti ble i går skutt og drept av ukjente gjerningsmenn, opplyser politiet. Parlamentsmedlemmet, som tilhører Iraqiya-listen til tidligere statsminister Iyad Allawi, ble drept da en gruppe menn i militæruniformer stormet hjemmet hans i Mosul i Nord-Irak. De skjøt ham utenfor huset sitt i Mosul. NTB G20: Få orden på offentlige finanser BUSAN: Gjeldskrisen i Europa og uroen på verdens finansmarkeder den siste tiden viser at verdensøkonomien fortsatt ikke kan friskmeldes, mener G20-landene. I en felles slutterklæring etter et to dager langt toppmøte i den sørkoreanske byen Busan skriver finansministerne at verdensøkonomien har hentet seg inn raskere enn ventet etter finanskrisen. REGNBUE: Landskapsartister gjør siste finpuss på et gigantisk regnbueflagg på toppen av Mount Trashmore i Key West, Florida. Homseikonet måler 40 ganger 20 meter og er laget i forbindelse med den årlige PrideFest. FOTO: REUTERS, ANDY NEWMAN, FLORIDA KEYS NEWS BUREAU Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 132

140 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. 18 ØKONOMI Stavanger Aftenblad Torsdag 12. august 2010 VALUTAKURSER Australske dollar AUD 5,53 5,46 Danske kr. DKK 106,93 106,01 Euro EUR 7,97 7,90 Jap. yen JPY 7,21 6,98 Kan. dollar CAD 5,90 5,81 Br. pund GBP 9,62 9,46 Sveit. francs CHF 581,71 568,41 Svenske kr. SEK 84,04 84,00 US dollar USD 6,12 6,01 RENTE (Nibor 3 mnd.) 5,00 4,50 4,00 3,50 3,00 2,50 2,00 Feb 2.68 Aug OLJEPRIS (siste 6 mnd.) 95,00 75,00 55,00 35,00 15,00 Feb 79,61$ Aug Børs OSLO BØRS siste 5 dager /08 11/08 FORNØYD: Vidar Torsøe (t.h.) og Tore Medhus i Sparebank 1 SR-Bank hadde lite å klage på da banken presentere et overskudd før skatt på over 800 millioner kroner for første halvår i år. Boliglån løfter SR-Bank VINNERE i går Reservoir Exploration 33,33% InterOil Exploration a. 11,11% Bergen Group 6,58% Sparebanken Øst 6,06% Kverneland 5,38% TAPERE i går Norse Energy Corp TR -21,43% Teco Maritime -9,70% IGE Resources -9,38% Norse Energy Corp. -8,67% Goodtech -8,50% SR-Bank kan sende en takk til boligkjøpere. Sterk utlånsvekst i personkundemarkedet og høye inntekter i Eiendomsmegler 1 SR-Bank er en viktig årsak til et rekordstort halvårsresultat på 814 millioner kroner. Toralf Sandø tekst og foto STAVANGER: Selv ikke i gullårene før finanskrisen har SR-Bank levert et like godt halvårsregnskap. Vi hadde et veldig godt første halvår, slår Vidar Torsøe fast. Torsøe er direktør for investorrelasjoner i banken. Sammen med konserndirektør Tore Medhus for bedriftsmarkedet og konserndirektør Rolf Aarsheim for personmarkedet, presenterte han i går regnskap for første halvår og andre kvartal i år. ØKER ANDELER: En kombinasjon av økte markedsandeler og betalingsvillige boliglånskunder ga banken en vekst i utlån på personmarkedet på vel 12 prosent i ettårsperioden som løp frem til utgangen av juni i år. Utlånsveksten i personmarkedet er omtrent det dobbelte av landsgjennomsnittet, slår Torsøe fast. Ved utgangen av juni hadde personkundene i SR-Bank lån for til sammen 75 milliarder kroner inkludert lån som er gitt via Sparebank1 Boligkreditt. Inntekt på Sparebank 1 SR-Bank Halvårsregnskap (tall i mill. kr.) 1. h. år h. år 2009 %endring Resultat før skatt Avkastning på egenkapital 15,6 % 12,6 % 21 Tap på utlån Rentemargin 1,38 % 1,22 % 13 Sparebank 1 SR-Bank Kvartalsregnskap (tall i mill. kr.) 2. kv kv %endring Resultat før skatt Avkastning på egenkapital 16,6 % 19,9 % -17 Utlån (inkl. boligkreditt) 122,4 mrd. 115,5 mrd. 6 Tap på utlån Innskudd 56,1 mrd. 54,4 mrd. 3 Forvaltningskapital 128,7 mrd. 125,4 mrd. 3 Rentemargin 1,34 % 1,31 % 2 lån til personkunder bidro med 414 millioner kroner av bankens samlede inntekter på nesten 1,7 milliarder kroner, eller hver fjerde krone som triller inn i banken. MEGLERMILLIONER: Men det er ikke bare her banken tjener på boligkjøperne. Eiendomsmegler 1SR-Bank, som banken eier, bidro med provisjonsinntekter på 177 millioner. Boligsalg sto dermed for hver tredje krone banken kunne bokføre på posten «netto provisjons- og andre inntekter», som samlet utgjorde 554 millioner for første halvår. Tore Medhus med ansvaret for bedriftsmarkedet hadde tilsynelatende ikke samme grunn til å smile som Torsøe og Aarsheim. For tredje kvartal på rad var det fall i utlån til næringslivet. Andre kvartal falt utlånsvolumet med 2,7 prosent målt mot utlånsmassen for ett år tilbake. Men: GRØNN SPIRE? Juni var første måned med vekst i utlån i bedriftsmarkedet. Det er en grønn spire, men vi er ikke tilbake til utviklingen før 2008, sier Medhus, som tross antydning til vekst mot slutten av første halvår ikke tror på at utlånsveksten til næringslivet vil ta av utover høsten. Banken bokførte 120 millioner itap på utlån og garantier i første halvår. Det er vel 0,1 prosent av bankens samlede utlån og på linje med tapstallene DnB Nor la frem i begynnelsen av juli. Tap i denne størrelsen regnes som svært liten. Tap på 4 millioner ble tatt i personkundemarkedet, mens 116 millioner ble bokført som tap i bedriftsmarkedet. LYSE UTSIKTER: Vidar Torsøe tror ikke at årsresultatet for 2010 vil bli en dobling av halvårsresultatet. Det skyldes blant annet at banken første halvår tjente 96 millioner kroner på salg av to selskap som har hatt eiendeler i bankenes betalingssystem i Norge. Det er for tidlig å si noe om årsresultatet nå, men vi forventer et godt 2010 sett under ett, sier Torsøe. Banken ser lyst på fremtiden. En bedring i verdensøkonomien, vekst i norsk økonomi og høy aktivitet i bankens markedsområde, ikke minst med fortsatt høye oljeinvesteringer, er forklaringen på optimismen. Boliglånskundene kan imidlertid risikere åbetale litt mer for lånene sine. RENTEN LITT OPP? De fleste bankene satte opp rentene med 0,25 prosentpoeng i juni. De fleste observatører tror på en uendret rente fra Norges Bank ut året. Men vi kan ikke utelukke at boliglånsrenten vil øke i løpet av høsten, sier Torsøe. Vi må tilpasse oss konkurransen i markedet og innlånskostnadene våre, legger Tore Medhus til. Igår besluttet Norges Bank å holde styringsrenten uendret på 2prosent. Tre måneders pengemarkedsrente falt samtidig 1,5 prosent til 2,63 prosent. Tremånedersrenten danner gulvet for innlån som bankene henter i markedet Feb OSLO BØRS siste 6 mnd. INTERNASJONALE BØRSER Dow Jones (US) 10644,25 (-0,51%) Nasdaq (US) 2277,17 (-1,24%) FTSE 100 (UK) 5376,41 (-0,63%) Dax (DE) 6286,25 (-1,02%) Nikkei 225 (JP) 9292,85 (-2,70%) ROGALANDSBØRSEN Aug Selskap Oms. sistemarkedsv. Acta Holding 2,10 540,81 AKVA Group - 306,57 Bjørge - 417,25 Comrod Comm. 12,95 253,14 Klepp Spb - 74,28 Kverneland 4,11 634,21 Noreco 12, ,43 Sandnes Spb 97,50 692,82 Scana Ind. 7, ,74 Seadrill 139, ,69 Solstad Offsh. 114, ,87 Solvang - 471,29 SpB 1 SR-Bank 50, ,40 Statoil 123, ,53 Tide - 654,23 STATOIL: Utbyggingen av Blokk 17 på CLOV-prosjektet i Angola, der Statoil har en betydelig eierandel, er godkjent av partnerskapet. Angola sto for over 30 prosent av Statoils internasjonale produksjon i Totalt har Statoil eierinteresser på mellom 5 og 50 prosent i seks ulike blokker i Angola. Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 133 NTB/OBI/Reuters

141 BP gjør milliardoppkjøp - Dagens Næringsliv - Morgen - Nyhetsklipp Retriever Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale Søkeord markert BP gjør milliardoppkjøp Dagens Næringsliv Morgen Side: 22 Forfatter: ASGAUT NÆSS, STAVANGER Operatørselskapet BP Norge betaler 991 millioner dollar for å kjøpe Totals eierandeler i olje- og gassfeltene Valhall og Hod sørøst i Nordsjøen.BP mener spesielt Valhall har potensial for økt utvinning med flere titalls millioner fat. I avtalen som BP Norge har inngått med Total E&P Norge as fremgår det at prisen for å overta Totals eierandeler på 15,7 prosent i Valhall og 25 prosent i Hod er 991 millioner dollar (5,8 milliarder kroner). Oppgjøret skal skje i form av kontanter. Avtalen skal gjelde fra 1. januar 2010 og innebærer at BP øker sine eierandeler til 43,8 prosent i Valhall og 50 prosent i Hod, gitt at myndighetene og de øvrige lisenspartnerne Enterprise Oil Norge og Hess Norge godkjenner den. - Vi har vært operatør på Valhall og Hod fra dag en og har stor tro på disse feltene. Vi ser store muligheter for å øke utvinningen, sier Olav Fjellså, kommunikasjonsdirektør i BP Norge. Fjellså viser til at det er tilstedeværende olje og gass tilsvarende over tre milliarder fat i Valhall og Hod. Mesteparten av dette er i Valhall, hvor utvinningsgraden er cirka 25 prosent i dag. - Ved å ta i bruk ny teknologi tror vi at dette skal kunne økes til over 50 prosent på sikt. For hver prosent vi øker kan vi hente ut 30 millioner fat ekstra. Det tilsvarer et mellomstort funn på norsk sokkel i dag, sier Fjellså. Han viser til at ti prosent økt utvinning vil tilsvare nærmere 15 milliarder kroner i økte bruttoinntekter med dagens oljepriser og dollarkurs. BP Norge er i ferd med å investere flere titalls milliarder kroner i nytt feltsenter og andre oppgraderinger på Valhall. I løpet av de neste fem årene planlegger BP å investere 2,5 til tre milliarder dollar netto i Norge, eksklusivt avtalen med Total om å kjøpe deres eierandeler på Valhall og Hod. Total kaller salget av selskapets andeler i Valhall og Hod for en optimalisering av porteføljen. Dagens Næringsliv Version Retriever AB - ret-web04.retriever.no :29:05 - w [email protected] / entid= e9338e919c01efe7e22a99484cba01e&serviceid=2 Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 134 Side 1 av 1

142 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 135

143 Omdømmerisiko og media - Betydningen av en bedrifts omdømme for medieomtale. Masteroppgave i Økonomi og administrasjon ved Universitetet i Stavanger 136