Vestas and a new model of humanistic capitalism - Leading by reputation - Corporate Excellence
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Public Affairs

Best practice cases April 2013

Vestas and a new model of humanistic capitalism

Does the need to manage reputation in companies play a part in bringing about change in the economic and social model prevailing up to that moment? Should the Chief Communications Officer (CCO) be the one responsible for ensuring the long-term vision in the face of companies' short-termism, as well as for changing their relationship with the world?

Vestas is a firm that is over a century old, with mainly Danish capital and fully listed on the stock market. The firm began trading as a manufacturer of aluminium windows, but then started making farming equipment, and finally, in the 1970s, in response to the oil crisis, it began exploring wind energy as a cleaner and safer energy supply resource. 

This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, the speech by Morten Albaek, Senior Vice President for Group Marketing & Customer Insight at Vestas, delivered at 15th International Conference “Navigating the Reputation Economy” organised by Reputation Institute in New Orleans on 18, 19 and 20 May 2011.