BAT AND ITS CORPORATE REPUTATION
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BAT Industries document for Province of British Columbia 22 April 1999

CORPORA7E REPUTA770N
1: is SATCo colicy tnat action should continue to be taken
centrally a-! c by associated companies to ensure that B-C.7. is and
tna-4r oiin rsp@:tzt`lor is proteczea and enhancet.
2. Tne c' 31-'S and associatec co.-manies I goot reputation,
11.1@::' 41Z ;rCer Zt*a'K by -,ne o,ponenzs of tcrac= is i,-porzant
z C upon tne x-e-e-edon of ac:ior of our
-:z.;s' nas a 'di rec, ' bearin'
I -, '.S se.-.-eV-,cz_n: Vq,3t a business oroa,@isa:_-ior can survivE and
devote: only if it is perceiver, to serve -,Tie interests and needs of
i t n im c onn-.; n:e in which it oper-ates. -ooc rep.;:aticr. is -re
li:ence to c-.erate awarded tc wnat it c:ns4azre@ a valued member of
tne @,usiness coom wty. This social 71--e-Ce -;Is withc-awn f r oni the
whicn allows its rePL;z_z:ion, to cecline.
4. A'7 DLSineSSeS depend for the4r reputation upon the quality OF
-,n---- r procuczs or serve ces, upon the deci on, of their warkforce,
r
,h-- ski I i of treir management and the extent to which tney
V.
..e,r intcres:s wit@ those of vrve commanity.
icr. oil comicanies associated witr. a rLItination crou
na reputat el P
is affec-.et @y additional factors. They irclude cr`.ticism 0-F them
as representatives ox a pa-.icular social ano e:ono-...ic oroer, and
Es @-qanisa:`cns whiCn allegedly exploit Zh E I r 4, r. t e rn at i cnia
S -r -.- 'r. I
.. jcturs tc ci -umven-_ certain national I legal requirements, and to
ma-@-.pula-.e manufaczuring. anc trading pciicies i .r. a manne- whicn can
>e sx-a'lv ana economically damaging tz sonie national
c-crminities.
Lar:s interne:-'.anal coar-anies operating in certain coun',ries, can
be f-ccused c,: supper:4no regimes to wh'l!.-.h other governmen-'" May be
d-': opposed. Corranies could therefore '-'.no tnemselves
the sub,iecz o@,' politically-notivaTed sanctions.
7. The 'oss ox reputation can have severe even dramatic repercussions.
We known'exa-ples illustrate that in the mos: extrerre- cases
;ess trad4nc can be stopped overni cht.
bus
S. It s sel f-evi cent that reputation is linked directly with
prczitatilizy and corporate development as a w"cle.
9. Re;,;tation is therefore a matter of'particular interest to SAT
comanies world-wide.
10. Consequently, it is the Policy of BATU the: consistent action be
ta,en zo e@`sure that the hio@, reputation of SA- associate
co-m.wanies tie wIntained and developed as an integral factor in
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b@jsiness development.
'A. 1 In Pursuing this policy, the periodic introduction of corporate C)I
Image surveys is seen as an important met-is of quanvip,@y,.n; the
nat-re ard level of the coupany's reputation amonic those groups of
pec:le upon whose custor., cooperation and goodwill the business
I r ON
u1:'.--.&-6e'1y cepends. r1j
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BAT Industries document for Province of British Columbia 22 April 1999

-51.
.12 . Corporate image surveys :.-L:st t>e car - ied ou-. by experienced research
aoencies. The audiences surveyed wili include smokers, members of
t;e pu:)Iic, media representatives, politicians and government
officials, retailers, dis:-ibutors, suppliers, representatives of
the leaf growing sector and of tie Dusiness com.-nunizy.
13. The results and their i--._'J1catiors .,Ill be ccnsidere%1; --For inclusion
in the congany plan.
,4. So that the reputation V a company can be m.-nitored effectively a
corporate survey should :z carried cut a-, rs:ular '7.ntervals in
consultation with The sirvey shc,.Jd be conducted under
the auspices of the loci-. Public Affairs fLn.-tion using the
expertise,of the compa,%%-'s Karket ;Zesearch --iepartmie-ant.
!5. Copies of corporate irnac.z_ surveys together with cc.=ents, should be
for-warded to Public Afafla'.'-s Department, Mill@lank.
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BAT Industries document for Province of British Columbia 22 April 1999