intro to stakeholder engagement n from sustainability to stakeholders n approaches and barriers n...
TRANSCRIPT
Intro to Stakeholder Engagement
From Sustainability to Stakeholders
Approaches and Barriers
Constraints or Myths
Engagement: Best Practices
Benefits to Business
Stakeholder Engagement Framework
Questions to Explore
May 1, 2002
stakeholder engagementstakeholder engagement
Intro to Stakeholder EngagementStakeholder EngagementStakeholder Engagement
This module is about why business should adopt a stakeholder framework and how What is business’ place in society in the 21st Century?
Other modules describe the features of sustainable enterprises and the strategies and business models that create triple bottom line growth.
What is in this module?
What is not is this module?
Intro to Stakeholder EngagementFrom Sustainability to StakeholdersFrom Sustainability to Stakeholders
All those with an ability to impact your business are your stakeholders.
Anyone impacted by your business is a stakeholder.
Your company is a stakeholder in other processes
Focusing upon stakeholder needs is a route to new markets, innovation, reduced business risk, and operational freedom.
Key Concept: Societal responsibility means moving beyond customers and shareholders
Intro to Stakeholder Engagement
Localcommunities
GovtsLocal
authorities
Media
Employees
Universities
Investors
Insurancecompanies
Suppliers
Customers
NGOs
Consumers
Your Company
Businessorganisations
Courtesy of Novo Nordisk A/S
The Stakeholder Based ViewThe Stakeholder Based ViewWho are my stakeholders?
Intro to Stakeholder EngagementApproaches and BarriersApproaches and Barriers
Approaches to stakeholder engagement: Buffering vs. Bridging Damage Control vs. Decision Making
Barriers to stakeholder engagement Arrogance (typical in companies with high technical base). Winning over hearts as well as minds Lack of mutual knowledge leads to adversarial positions Lack of corporate culture of listening to non-traditional audiences
How do we create a win-win?
Intro to Stakeholder EngagementConstraints or Myths?Constraints or Myths?
How can we avoid arming our critics?
Are we actually creating problems where none exist?
Is engagement surrendering management responsibility or management control?
Does engagement create or inflate unrealistic expectations?
Will our stakeholders be able to understand the technical issues at hand?
How can we bridge large philosophical divides?
Common fears of stakeholder engagement
Intro to Stakeholder EngagementEngagementEngagement
Intro to Stakeholder EngagementEngagementEngagement
Intro to Stakeholder EngagementEngagementEngagement
Engage before you need to Distinguish dialogue from partnership Reach far and listen Be Inclusive Be Transparent Create a continuous process
Intro to Stakeholder EngagementBenefits to BusinessBenefits to Business
Avoid the “Technical Blinders” syndrome. The “Possible” is not always the “Profitable” Presentation can be as important as content
Understand engagement creates a larger potential market
Risk reduction creates greater sustainability in investments
Avoid brushfire skirmishes with skeptical publics
Create and maintain communication channels prior to crises
What are some best practices?
Intro to Stakeholder EngagementBasic FrameworkBasic Framework
Internal External
Strategic Direction
Products
Investments
Stakeholders
De
cis
ion
s
Use this simple framework as a place to start
Intro to Stakeholder EngagementWhat Decisions?What Decisions?
Internal External
Strategic Direction Enabling Technology Market Sectors Location in Value Chain
Products New Products New Regions New Applications New Formulations
Investments New Sites M&A Modifications Research
StakeholdersD
ec
isio
ns
Consider the important company decisions first!Choose the ones that have the greatest potential impact
Intro to Stakeholder EngagementWhich Stakeholders?Which Stakeholders?
Internal Board R&D External Affairs Employees Business Mgt
External Local Community Consumers General Public Scientific Community Interest Groups Investors Governments
Strategic Direction
Products
Investments
Stakeholders
De
cis
ion
sNow try to expand the list of stakeholders beyond the “comfort zone.” Sometimes this includes internal constituencies also!
Intro to Stakeholder EngagementEnhanced Stakeholder InputEnhanced Stakeholder Input
Internal Board R&D External Affairs Employees Business Mgt
External Local Community Consumers General Public Scientific Community Interest Groups Investors Governments
Strategic DirectionEnabling TechnologyMarket SectorsLocation in Value Chain
ProductsNew ProductsNew RegionsNew ApplicationsNew Formulations
InvestmentsNew SitesM&AModificationsResearch
StakeholdersD
ec
isio
ns
How can input improve our chance of success?
How can input reduce our chance of failure?
Who else should we ask?
Intro to Stakeholder EngagementQuestions to ExploreQuestions to Explore
What is the inventory of all the ways in which our business is engaging stakeholders?
What is our internal approach and expectation of stakeholder engagement? Is that a view that limits real partnership?
How do we score against the best practices of stakeholder engagement?
What are the organizational beliefs that are barriers to being more engaged, transparent and accountable to stakeholders?
How do we value our internal stakeholders to help us understand the communities in which we work?
What basic questions can start a development of a stakeholder strategy?
Intro to Stakeholder EngagementTerms of UseTerms of Use
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