Chapter

Values-Based Stakeholder Management: Concepts and Methods

Authors:
  • University of Applied Sciences for Media, Communication and Management
  • ESCP Europe Berlin
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Abstract

Stakeholders have acquired an active and even pivotal role in strategic management decisions and collaboration formats due to ongoing substantial changes in the corporate world, impacting established management frameworks, concepts and methods. This chapter discusses some of these fundamental changes and demonstrates the impact of (missing) stakeholder engagement for the success of a strategy process. Based on the difference between interests and values a values-based reframing of the stakeholder concept and corresponding management methods is suggested and illustrated with exemplary cases. To support a values-based approach to stakeholder management, new conceptual distinctions and methodical implications are presented. Three forms of stakeholder management are proposed (defensive, integrative, overarching). Furthermore, this chapter shows how to clarify and develop stakeholder values (e.g. by means of ongoing values conversations) and exemplifies how to reframe and adapt methods of stakeholder analysis and management (e.g. as an element of values-based business modelling). A values-based approach to strategic stakeholder management ensures that the course of strategic decisions is not only determined by short-lived attitudes, interests and the best deal negotiators may get, but that it is driven by long-term objectives of diverse participants.

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The growing complexity of the business environment and the increased speed of change in systems, technologies and markets raise the question of whether human beings will be able to control the forces at work in the 1990s. The question is relevant for our ecological and social environment, and also for our institutions. Systems seem to be approaching the limits of their controllability. Thus a change of paradigm in the management of organizations seems to be underway which seeks new approaches to solving management problems in turbulent times.
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In this article the author argues that there are three main challenges for the company which wishes to be known for its strategic prowess. These are the need to search a changing environment with respect to both threats and opportunities. The second challenge is to ensure organizational response, while the third—that which is least understood—is the challenge of coping with an active intrusive environment which is made up of individuals and organizations which seek to influence the strategic decision of the enterprise.The author does not offer a series of ready-made answers to the problems posed, but rather, suggests that planners need to take cognizance of the third challenge when developing strategies.
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