A Nine Step Approach
The Nine Steps • Step 1: Describe and define your organization
• Step 2: Identify the key stakeholders
• Step 3: Identify the stakeholders’ interests and concerns
• Step 4: Identify the claims that stakeholders are likely to make on the organization
• Step 5: Identify which stakeholders are most important to your organization
• Step 6: Conduct a SWOT Analysis of your organization
• Step 7: Determine organizational strategy
• Step 8: Determine organizational policy
• Step 9: Recommend specific action
Step 1: Describe your organization
• What is the name of the organization whose stakeholder environment you are analyzing?
• Is this organization a profit-based company, a non-profit organization, a hybrid organization, or a governmental agency?
• Briefly describe what this organization does (its mission).
Step 2: Identify the key stakeholders
• Are they internal or external?
• Are they claimants or influencers?
• How would you categorize them?
Some Categories of Stakeholders
• Consumer Groups
• Trade Unions
• Local Communities
• Government Regulators
• General Public
• Prospective Employees
• Special Interest Groups
• Political Parties
• Other Agencies
• Trade Associations…
Step 3: Identify stakeholders’ interests and concerns
• Are their interests the same or different than those of your organization?
• What stakeholder concerns are important to your organization?
• What stakeholder concerns are not important to your organization?
Step 4: Identify the claims that stakeholders are likely to make on the organization
• Are these claims legitimate?
• To what extent should your organization consider these claims?
• What would likely happen if you don’t consider the claims?
• What would likely happen if you do consider them? What may be some unanticipated consequences?
Step 5: Identify which stakeholders are the most important to your organization
• Which ones are the most important?
• Why are they important?
• Which ones are not as important?
• Why not?
Step 6: SWOT Analysis of Your Organization
• What are the strengths of my organization?
• What are the weaknesses of my organization?
• What are some of the opportunities that my organization may be able to exploit?
• What are some of the threats faced by my organization?
Step 7: Determine Organizational Strategy
• How do we best use our strengths to achieve the goals of our organization?
• How do we minimize or eliminate the weaknesses of
• How can we best exploit the opportunities to our advantage?
• How can we prevent, respond to, or mitigate the threats faced by my organization?
Step 8: Putting it all together – Policy
• Based on your conclusions in Step 7, briefly describe (in just a few words) what the fundamental policy of your organization is/should be.
• Some examples of policy statements: – “War on Terror” – “Containment” – “Mutual Agreed Destruction” – “Balance of Power” – “Gain a competitive advantage” – “No negotiations” – “Appeasement”
Step 9: Recommend Specific Actions
• Based on your policy statement in Step 8, what specific actions should your organization take?
• Some examples of organizational actions: – Negotiate an agreement – Do not negotiate – Arrest or indict – Ignore the stakeholder’s demands – Make a pre-emptive attack – Counter punch or counter attack only if attacked – Fight a war of attrition – Hibernate until the problem goes away – React to the stakeholder’s demands – Demobilize and/or retreat – Mobilize and/or reinforce – Reach out to your allies – Make friends with your adversaries…
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