Corporate Eye

Effective Techniques on Corporate Websites

I am continually pleasantly surprised to see how some companies find innovative and creative techniques in their stakeholder relationships. These companies realize the power of their websites and use them to make their company standout.


The first site we will visit is Gerber Products

Note the Story reference and the Timeline. Mouseover the dots and a historical factbite is displayed.

Nice, but these are what I will call Stage 2 innovations (good but not super creative).


Click on Corporate and see —

— a compelling offer to get you to sign up for customized information as your child grows.

Take it and they have you as a dedicated visitor for years.

AstraZeneca feedback form

Next is a tool used by AstraZeneca and it is one that will cause you to smack your forehead and say “why didn’t I think of that?”

It appears on most of the website’s pages and simply asks the visitor for information.

This is a well thought out feedback form and is an easy way to get user information.

Next, Corporate Eye deals with all stakeholder groups, so what better to look at than websites that display how they deal with their stakeholders?


This takes us to Italy’s Edison, which was profiled in a recent post

This is only a portion of the page. Note how Edison identifies how it relates to each stakeholder group. Visit the MAP to see all stakeholder groups.

Another company that uses a similar stakeholder map is UK and Netherlands based Unilever.

Pepsi competition

There are more creative techniques and future posts may cover these. But for now the final technique for this post comes from Pepsico.

The technique involves design. The Pepsico home page is a perfect example of elegant simplicity. Perhaps I was drawn to this because I favor minimalist photography (shameless pitch–see my online article on Minimalist Photography).

Well designed, uncluttered. Pepsico uses creative navigation–do mouseover on the lower navigation icons and more navigation links are displayed. Very nice indeed.

If you have any examples please post them.

Don’t forget – you can click on any of these images to see them expanded.

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Ed Konczal has an MBA from New York University's Stern School of Business (with distinction). He has spent the last 10 years as an executive consultant focusing on human resources, leadership, market research, and business planning. Ed has over 10 years of top-level experience from AT&T in the areas of new ventures and business planning. He is co-author of the book "Simple Stories for Leadership Insight," published by University Press of America.