Show A stakeholder is an individual or group that has a legitimate interest in a company, organization, or business; the Stanford Research Institute defines stakeholders as “those groups without whose support the organization would cease to exist. Stakeholders can affect or be affected by the actions (or inactions) of a business, and they can exist both within and outside of a business. The impact of a business on its stakeholders is a bit like the effect of dropping a stone into a pond. The decisions and actions of the business have a ripple effect that can extend beyond the pond and even reach those who are standing far away on the shore.
Internal stakeholders are groups or people who work directly within the business, such as managers, employees, and owners. Managers and employees want to earn high wages and keep their jobs, so they have a vested interest in the financial health and success of the business. Owners want to maximize the profit the business makes as compensation for the risks they take in owning or running a business. External StakeholdersExternal stakeholders are groups outside a business or people who don’t work inside the business but are affected in some way by the decisions and actions of the business. Examples of external stakeholders are customers, suppliers, creditors, the local community, society, and the government. Customers want the business to produce quality products at reasonable prices. Shareholders have an interest in business operations since they are counting on the business to remain profitable and provide a return on their investment in the business. Creditors that supply financial capital, raw materials, and services to the business want to be paid on time and in full. Federal, state, and local governments need businesses to thrive in order to pay taxes that support government services such as education, police, and fire protection. The local community has a stake in the business because it provides jobs, which generate economic activity within the community. Society as a whole (as well as the local community) is concerned about the impact that business operations have on the environment in terms of noise, air, and water pollution. Society also has an interest in the business with regard to the safety of the goods and services produced by the business. Suppliers need the business to continue to buy their products in order to maintain their own profitability and long-term financial health. Check Your UnderstandingAnswer the question(s) below to see how well you understand the topics covered above. This short quiz does not count toward your grade in the class, and you can retake it an unlimited number of times. Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.
In today’s hyper-transparent business world, in which corporates are held accountable by the media, the public and campaign groups, ‘authenticity’ is the primary factor behind a positive public image. A company’s objectives, character and ability to generate profits determine its overall authenticity. This, in turn, dictates its ability to grow both internally by increasing staff numbers, and externally by attracting investors or support from other organisations. Investors and employees rank among the company’s stakeholders. Stakeholders encompass all individuals or groups who have a vested interest in the performance of the business. It is vital that organisations build healthy and balanced relationships with their stakeholders, as their level of authenticity is determined by how well they meet their stakeholders’ demands.
The roles of different types of stakeholdersStakeholders can be broken down into two groups, classed as internal and external. Each has their own set of priorities and requirements from the business. Internal (primary) stakeholdersA company’s employees, managers and board of directors make up a business’s internal stakeholders.
External (secondary) stakeholdersExternal stakeholders include clients or customers, investors and shareholders, suppliers, government agencies and the wider community. They want the company to perform well for a multitude of reasons.
Which stakeholders are most important?
An employee may also be an investor. A politician may also reside in the community in which the company operates. Despite its best intentions, it is unrealistic for a company to satisfy the demands of all parties equally. It will regularly face scenarios in which it has to prioritise one stakeholder to the detriment of another. Should investors wish to cut costs, the company may have to reduce the wages of its employees or let some go altogether. Similarly, they may have to end a relationship with a trusted supplier in favour of a more competitive price to maintain profitability. To ensure optimum stakeholder satisfaction, companies must identify their primary and most influential stakeholders. These are the ones they should be investing reasonable resources to engage with. This activity is known as stakeholder prioritisation and is based on three stakeholder features:
For example, a multi-national corporation trading on the public market will likely prioritise its investors first. It wants to maximise profitability for its current investors in the hope of attracting new ones and increasing its share price. Meanwhile, a start-up or SME will be less concerned with attracting large-scale investment. It will focus instead on establishing good relationships with local suppliers, having a satisfied, loyal workforce and, most importantly, building a solid community customer base. How can companies prioritise their stakeholders?As a general rule, stakeholder priority can be divided into three levels. The first and most important comprises employees, customers, and investors, without whom the business will not be able to operate. Secondary to them are suppliers, community groups and media influencers. Their individual relevance is determined by the performance of the company’s primary stakeholders and their response to it. Finally, there are regulatory bodies. Persistent failure to comply is problematic, but their demands are by and large consistent and straightforward to follow. In addition to a company-wide stakeholder profile, each project within the company will have its own project stakeholders, which may need to be ranked differently. Project managers and assigned employees will be responsible for prioritising and satisfying their demands to ensure the programme’s success. In the rapidly evolving business world, in which new issues are constantly surfacing and vying for supremacy, stakeholder roles are changing. There cannot, therefore, be a definitive ranking of stakeholder importance to a company.
Securing and maintaining stakeholder trust and satisfaction is a never-ending process. To win the continued commitment and support of their stakeholders, companies must remember the three elements on which they will be judged:
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