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Peggy Simcic Brønn 2
Stakeholder
Any group or individual who can affect or is affected by the achievement of an organization’s purpose.
They have a ‘stake’ in the organization.Encompasses a broad range of groups and
individuals, some with little impact, some with great impact.
Edward R. Freeman, 1984, Strategic Management: A Stakeholder Approach, Marshfield, MA:Pitman.
Identifying Organization’s Linkages to StakeholdersWho are organization’s stakeholders?
No general group, but identified by common problem
Vary from case to case Dependent on what organization does and
how other individuals and organizations react to organization’s behavior
Key: What consequences of organization’s activities will have on its stakeholders and how do these consequences affect each other?
Peggy Simcic Brønn 5
Owners Financial Community Activist Groups
Shareowners Analysts Safety and Health GroupsBondholders Investment Banks Environmental GroupsEmployees Commercial Banks’ Big Business’ GroupsNational Banks Single Issue Groups
Suppliers Government Political GroupsFirm #1 Congress/Parliament Political Party #1Firm #2 Courts Political Party #2Firm #3 Cabinet/Departments National League of CitiesEtc. Agency #1 National Council of Mayors
Agency #2 Etc.
Customers Customer Advocate Groups UnionsSegment #1 Consumers’ Union Union of Workers #1Segment #2 Council of Consumers Union of Workers #2Etc. Attac Political Action Committees of Unions
Employees Trade Associations CompetitorsSegment #1 Business Roundtable Domestic Competitor #1Segment #2 Customer Trade Org. #1 Domestic Competitor #2Etc. Etc. Foreign Competitor #1
Specific Stakeholders of a Large Organization
Peggy Simcic Brønn 6
Customer Segment #1 Political Parties #1 and #2High Users of Product High Users of ProductImprovement of Product Able to Influence Regulatory
ProcessAble to Get Media Attention on
a National Scale
Customer Segment #2 Consumer Advocate #1Low Users of Product Effects of XYZ on the ElderlyNo Available Substitute
Employees Consumer Advocate #2Jobs and Job Security Safety of XYZ’s ProductsPension Benefits
OwnersGrowth and IncomeStability of Stock Price and Dividends
Stakes of Selected Stakeholders
12Peggy Simcic Brønn
Organization
StockholdersGovernmentRegulatorsBoards of DirectorCommunity Leaders
AssociationsPolitical GroupsProfessional Societies
EmployeesUnionsSuppliers
ConsumersIndustrial PurchasersUsers of ServiceEnvironmentalists
Community ResidentsVoters MediaMinoritiesWomenOther Publics
NORMATIVELINKAGES FUNCTIONAL
LINKAGES
INPUT
OUTPUTDIFFUSED
ENABLING
Method for MappingLinkages of anOrganization(Grunig and Hunt, 1984)
Peggy Simcic Brønn 13
Four Key Linkages
Enabling LinkagesFunctional Linkages
Input linkages Output linkages
Normative LinkagesDiffused Linkages
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Functional Linkage
Linkage that give input and take outputInput Linkage
Employees Unions Suppliers
Output Linkages Customers Other organizations Individual consumers
Peggy Simcic Brønn 15
Enabling Linkage
Organization could not exist without this linkage Authorities Shareholders Legal System
Peggy Simcic Brønn 16
Diffused Linkage
Elements in society that are not clearly identified as a formal member of organization Environmentalists Community Residents Media Other Publics