- CASE STUDIES
- 2010 LEGACIES NOW
- BC HARBOUR AUTHORITY
- BC PLACE
- CITY OF FORT ST. JOHN
- I'M A FAN NOT A FOOL
- INSITE
- MAYOR’S TOUR IN TORINO
- MONDONATION
- REPUTATION AUDIT
- SHARP ACCESS PROJECT
- SILVER STANDARD
- VANCOUVER COASTAL HEALTH
- VIVONET
- WALMART CANADA
You can’t build a reputation on what you are going to do.”
– Henry Ford
WALMART CANADA – Stakeholder Engagement
CHALLENGE
In 2005, Wal–Mart Canada applied to build its first store location in the City of Vancouver. The Wal–Mart brand and reputation were challenged by a duality in which its customers remain loyal, but certain stakeholders assail the company for various purposes, including unionization, anti–globalization and as a proxy for the debate over Third World manufacturing – all of which resonate with a larger portion of the population in Vancouver than in most other Canadian cities. The application instantly became controversial and potentially harmful to the Wal–Mart brand.
STRATEGY
Under the counsel of Reputations Corporation, Wal–Mart Canada used the profile of the application to communicate the Wal-Mart brand values and build a positive corporate reputation.
RESULTS
A majority of Vancouver residents (65%) surveyed supported the store application; objective reporting of the project in national media; and City staff recommendation that the store application proceed through final stages.