CR PRINCIPLES AND POLICY
Corporate Responsibility Report 2008
8
CR PRINCIPLES
AND POLICY
WITHIN TODAY’S ENVIRONMENT OF FINANCIAL AND ECONOMIC
CRISIS, AS WELL AS IN VALUES, THE BUSINESS MODEL BASED ON
RETURN ADJUSTED TO PRINCIPLES IS MORE APPOSITE THAN EVER
AND IS ONE OF BBVA’S CLEARLY DISTINCTIVE COMPETENCIES FOR
GENERATING VALUE IN A SUSTAINED MANNER OVER TIME FOR
ALL ITS STAKEHOLDERS.
VISION,
CORPORATE
PRINCIPLES AND
POSITIONING
VISION. Within the current
context of global crisis,
BBVA’s premise of Working
towards a better future for
people becomes even more
meaningful, whereby it seeks
to forge emotional ties that generate trust and
support in its dealings with its target audiences,
with the ultimate aim being to create a better
future for all its stakeholders.
Within this reference framework, BBVA
understands corporate responsibility to be a true
commitment based on delivering the utmost
possible value to its direct stakeholders
–shareholders, customers, employees and
suppliers– and to the sum of societies in which
the company operates.
CORPORATE PRINCIPLES. The BBVA
Group strives to be a company that listens to
its stakeholders and embraces their expectations
in the finest way possible in all facets of its
operations. This begins with the very
definition of its vision and principles, which
are the outcome of a “listening” process and
the integration of the expectations, values and
aspirations of
BBVA’s main
stakeholders. The
result of defining
what it wishes to be
(management and
staff), what it
should be (other
stakeholders) and what it is (the Group’s track
record, strengths and weaknesses).
The BBVA Group’s corporate principles
epitomise the company’s vision as regards each one
of its stakeholders, summarising the basic values
that guide its actions and the way it understands
its role in society. These principles lie at the heart
of BBVA’s corporate culture.
The BBVA Group’s 7
corporate principles
1. Customer
The customer as the focus
of our business.
3. Team
The team as the powerhouse
for value creation.
5. Ethical
Ethical conduct and
personal and professional
integrity as a way
of understanding and
developing our business.
7. Social responsibility
Corporate social responsibility as a pledge to development.
2. Creation
of value
The creation of value
for our shareholders
through our business.
4. Management
style
A management style
that generates enthusiasm.
6. Innovation
Innovation as a lever
for progress.
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