Nobina Tromsø and reputation management. A study of its defense strategies.

Abstract

Background Information The first communal transport company in Troms County started in 1946. The company began with buses but was able to deliver other goods and services to other areas. Fourteen years later in 1960, a new company was created to replace the other. The new company became known as Tromsbuss AS and was responsible for the transportation of passengers, goods and services. Tromsbuss As was also transformed to COMINOR in 2002. The new company invested in more buses for passengers and also for the transportation of goods and services. Both transport companies were awarded contracts to deliver transport services to the Troms County. But in 2011, the rule for awarding contracts was changed. Interested companies were asked to tender in their bids for routes of interest. The Troms County awarded contracts to those who met the required criteria.. A contract of 1.6 billion kroner was awarded to Nobina Tromsø. Nobina became operational on the 1. February 2012. The company was able to win the contract because of a number of reasons. Nobina was able to meet the expectations of the Troms County by agreeing to provide 32 hybrid buses. This is because the Troms County was interested in reducing the amount of carbon dioxide (Co2) emission in atmosphere by 2020. Nobina had a total of 130 new hybrid buses. The taking over and management of public transport in Tromsø by Nobina attracted lots of criticisms from various stakeholders, which seemingly affected her reputation. Stakeholders’ became disgruntled with her services, which were then exploited negatively through media reports. It goes without saying that the negative reports affected the perception of stakeholders’ especially in their method of communication with Nobina. The research is centered on the reputation defense strategies of Nobina against stakeholders criticisms.