Building green reputational capital for

Amsterdam Airport Schiphol

Loes Knotter

Green reputation as an asset

1.Competitive need to innovate key commercial strategy of diversifying income-bases:

• AirportCity

2.Perceived changes in consumer behaviour (consumer research)

3.Competitors are moving faster

• Airport Carbon Accreditation

4.Licence to operate

• regional stakeholders

A stakeholder dialogue with the region, about noise nuisance reduction created the opportunity of an area development

Barcode Architects: Dutch ‘centers of excellence’

Create business opportunities on the Airport Climate and environmental issues

Contribute to the competitiveness of the AirportCity strategy

•attract economic activity

Communicate the Airport’s climate initiatives

•Greening reputation

theGROUNDS-”turning a climate challenge into a business”. Objectives:

Creating environmental airport operation solutions for a global market

India_Region Kerala: 3 new

airports

China 2030_ over 250 cities with > 1 mln inhabitants

Key lesson 1: innovate on primary stakeholders’ most pressing environmental concerns

Analysing stakeholders CSR concerns

Illustration of stakeholder mapping. Source: http://www.sapsustainabilityreport.com/be-heard

noise, emissions

watersystem, biodiversity

biokerosine

watersystem, biodiversity

Define non-financial value and impact

Key lesson 2:

Key lesson 3:

Mind to fulfil the interests of non-business stakeholders

-other dynamics