copyright © 2008 mcgraw-hill ryerson ltd.1 chapter four understanding stakeholder relations...
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Copyright © 2008 McGraw-Hill Ryerson Ltd. 1
ChapterFour
Understanding Stakeholder Relations
Canadian Business and Society: Canadian Business and Society: Ethics & ResponsibilitiesEthics & Responsibilities
Chapter 4 Copyright © 2008 McGraw-Hill Ryerson Ltd. 2
Chapter Outline
Basic Stakeholder AnalysisStakeholder Management CapabilityStakeholder Matrix MappingDiagnostic Typology of Organizational
StakeholdersStakeholder Identification and SalienceExamples of Stakeholder TypesStakeholder Influence StrategiesStakeholder CollaborationStakeholders and Social Capital
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Basic Stakeholder Analysis
1. Who are our stakeholders?2. What are their stakes?3. What opportunities and challenges are
presented to our firm?4. What responsibilities (economic, legal, ethical,
and philanthropic) does our firm have to all its stakeholders?
5. What strategies or actions should our firm take to best deal with stakeholder challenges and opportunities?
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Stakeholder Management Capability
The ability of managers to: (1) identify stakeholders and their
influence;
(2) develop the organizational practices to understand stakeholders; and
(3) undertake direct contact with stakeholders.
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Stakeholder Matrix Mapping
A technique of categorizing an organization’s stakeholders by their influence according to two variables; usually involves plotting them on a two-by-two matrix: Y Axis: Oppose or support corporationX Axis: Importance of stakeholders
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The Position / Importance Matrix
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Diagnostic Typology of Organizational Stakeholders
Source: Savage et al., 1991
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Stakeholder Identification and Salience
Powerability to get firm to do something that it would not
otherwise do based on force, threat, incentives, etc. Legitimacy
Perception or assumption that actions of firm are desirable, proper, or appropriate within a socially constructed set of norms, values, beliefs, and definitions
Urgencydegree to which stakeholder’s claim or relationship calls
for immediate attention (time sensitive and important)
Source: Mitchell et al., 1997
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Stakeholder Typology
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Examples of Stakeholder Types
Latent stakeholdersManagers may not recognize their existence
Expectant stakeholdersRequire more attention from managers
Definitive stakeholdersManagement must address the claims of these
stakeholders immediately
Non-stakeholdersSource: Mitchell et al., 1997
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Stakeholder Influence Strategies
Withholding strategiesstakeholder discontinues providing a resource
Usage strategiesstakeholder continues to supply resource but specifies
how it is to be used
Influence pathwaywhen withholding and usage strategies are used by an
ally of the stakeholder
Source: Frooman, 1999
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Typology of Influence Strategies
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Stakeholder Collaboration
Creating a foundationOrganizational alignmentStrategy developmentTrust buildingEvaluationRepeat the process
Source: Svendsen, 1999
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Stakeholders and Social Capital
Definition: Any aspect of a corporation’s organizational arrangement that creates value and facilitates the actions of stakeholders within and external to the corporation.
Building TRUST or GOODWILL
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3 dimensions of Social Capital
From Svendsen, Boutilier and Wheeler
1. Structural - networks that represent relationships
2. Relational - trust and reciprocity
3. Cognitive - mutual understanding
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Leads to 3 benefits
Willingness to share informationWillingness to exert one’s influence or
power to benefit the otherGroup cohesiveness