Goals and values

• A strong, sound corporate culture and broad agreement on our goals and key values
  .
• A dual structure with focus on both industrial and financial activities
  .
• Willingness to undertake structural changes when they are necessary for long-term benefits
  .
• Systematic development of employees and management in order to build up core industrial and financial expertise
  .
• A will to achieve growth and innovation in combination with efficient operations
  .

Our long-term value creation is measured in terms of the value we create for our customers, employees, shareholders and society

• On the basis of a strong branding culture, we shall strive to have the best understanding in the market of customer and consumer needs
  
  
• Through innovation and continuous product development, we shall offer goods and services that add financial and qualitative value for customers and consumers
  
  
• We shall build close relationships with our consumers, customers and suppliers
  
  
• Everyone shall feel confident when they purchase our goods and services

• We shall offer developing, challenging work for all employees. Human resources development and personal development that are relevant to the job shall be encouraged
  
  
• All individuals shall have competitive pay and working conditions, have the opportunity to influence their own work situation and participate in the development of a good working environment
  
  
• We shall focus on internal recruitment and on management and employees gaining experience from different companies in the Group. We shall be an attractive employer and attract the best employees
  
  
• Cooperation between management, employees and their unions shall be based on open communication and discussion. Respect for collective agreements shall be practised at all levels, while union representatives shall be enabled to achieve the best possible qualifications for fulfilling their responsibilities
  

• We shall ensure that our shareholders receive a return on their investment which is better than any other alternatives they may have
  
  
• We shall continuously generate value-growth so that we are an attractive alternative for long-term investors and can thereby provide increased freedom of action for the Group
  
  
• We shall focus attention on the values that exist in our companies in a way that promotes the development of the Group

• We shall demonstrate our responsibility to society in our business practices, mainly by developing efficient, profitable enterprises
  
  
• We shall endeavour to utilise resources as well as possible and to promote environmental awareness in all parts of the Group
  
  
• We shall seek to achieve an open, confidence-inspiring dialogue with the various agencies and special interest groups in society