The maritime reputation project

The maritime reputation project has its origins in the government's maritime strategy "Steady as she goes". In working with the maritime strategy, the government saw a need to better coordinate promotional efforts. Promoting the Norwegian maritime cluster as a whole means a great potential for achieving synergies.

Innovation Norway, The Norwegian Ship Registry and the Norwegian Maritime Directorate have been commissioned by the Ministry to initiate a pilot project. This work resulted in the report "The Norwegian maritime industry abroad." The report shows that the Norwegian maritime cluster is seen as a global leader, and as one of the very best when it comes to product quality, technology, expertise and advanced operations. The report also shows that the industry has many challenges and possibilities for improvements. One example is the cluster's weak reputation for customer service, marketing and cultural understanding.

In February 2009, Innovation Norway was given responsibility for following up the report. To do this, Innovation Norway has appointed a task force consisting of representatives from the Norwegian Ship Register, the Norwegian Maritime Directorate, the Norwegian Industry, Norwegian Shipowners Association, Norwegian Maritime Exporters and the Ministry of Trade and Industry.

A number of measures have been taken in order to improve the weaknesses that were revealed in the report and to strengthen the reputation of the Norwegian maritime industry abroad.

Innovation Norway has also released a guide for the maritime industry. The manual can be downloaded here.