The 2/2007 issue is about stakeholder relations: how Outokumpu views its relationship with all stakeholder groups, and how the company deals with employees, analysts, and non-governmental organizations (NGOs) in particular. Learn from leading experts about corporate stakeholder theory and business ethics; the importance and practice of fighting corruption; and how to attract talent. Read about Outokumpu’s human resources principles and practices, and what motivates young people. Other topics include Outokumpu’s involvement in India and the power of NGOs. “Tales from Cook’s Kitchen” continue with a new column.
Outokumpu Factor is the Outokumpu Group’s magazine for customers, partners, investors, and other external target audiences. It is published in English, with two issues per year. Free of charge to subscribers worldwide, it is distributed by Outokumpu Corporate Communications.
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Contents
Editorial
Andrea Gatti, Outokumpu’s Executive Vice President for Commercial Operations, discusses Outokumpu’s strategic direction and what this means for key stakeholder groups – as well as his own 26-year history with the company.
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A Toolkit for Winners
CEO Juha Rantanen reflects on Outokumpu’s views on the responsibility for stakeholders, how the company creates value for all stakeholders, and the deeper meaning of Outokumpu’s vision to become the undisputed Number One in stainless. Outokumpu’s new strategy phase is outlined.
Seen Through the Eyes of Analysts
Outokumpu organized Capital Market Days for financial analysts to give them an opportunity to take a deeper look at the company. Two analysts comment.
The Obvious Recipe for Greatness in Business
R. Edward Freeman, a renowned authority on stakeholder theory and business ethics, explains why “business is all and only about creating value for stakeholders,” elaborating about misconceptions about business, creating opportunity out of conflict between stakeholder interests, and challenges to leadership.
Wonderful, Stubborn, Hectic… India!
How Outokumpu plans to take a slice of the astounding growth of India. A look at the country through the eyes of an occasional visitor.
Success Is About People
Outokumpu underscores the importance and role of all employees in contributing to the company’s success. How Outokumpu’s human resources function builds a leadership approach onto the foundation of the corporate ideology.
Be Prepared, the Millennials Are Coming!
The expectations from their careers by the Millennials – young people born between 1980 and 2000 – are higher than those of any preceding generation. What employers should be prepared for in the new labor market.
A New Relationship Between Employees And Employers
Michael Moran, a UK expert on talent management, discusses what motivates the talent of today, how to attract talent, and how to retain intellectual capital.
For the Good of Society and the Corporation
Chair of Transparency International’s Finland chapter, Leila Mustanoja, says ethical business conduct is imperative both for corporations’ success and for improvement in society at large. She explains why and offers examples on how to build ethics into business practices.
Our Planet’s Lifeguard
How WWF, one of the most powerful NGOs in the world, seeks to save our planet working with big business.
Doing It Without Politics
Further examples of powerful NGOs and their efforts to do good.
Sustainable Mailboxes
How an architectural writer from Canada came to Finland in search of sustainable design and went back home with a stainless steel mailbox.
Tales from Cook’s Kitchen
In his regular column, Michael Cook explores ways to convince young people that stainless steel is a sexy business that offers cool careers.
Outokumpu Factor 2/2007
Published by Outokumpu Oyj
Editor-in-Chief: Liisa Jalanko
Editor: Johanna Lemola, Corem International
Editorial Assistant: Suvi Uotinen
Editorial office:
P.O. Box 140, FI-02201 Espoo, Finland
Phone: +358 9 4211, fax +358 9 421 2429
E-mail: corporate.comms@outokumpu.com