(a) Trong một ngành công nghiệp so với một người khác (ví dụ như trong ngành công nghiệp hóa chất so với các ngành công nghiệp quần áo bán lẻ, một số yếu tố làm cho một ngành công nghiệp như một tổng thể có khả năng lợi nhuận hơn so với một người khác Để có hiệu quả, các kế hoạch này sẽ được phụ thuộc lẫn nhau với những người cho các chức năng khác của tổ chức. (a) (b) Các thành phần chiến lược của kế hoạch tiếp thị. | Clearly each stakeholder group considers itself in some way a client of the organisation thus broadening the debate about organisation effectiveness. Stakeholder mapping power and interest Mendelow suggests that stakeholders may be positioned on a matrix whose axes are power held and likelihood of showing an interest in the organisation s activities. These factors will help define the type of relationship the organisation should seek with its stakeholders. Level of interest Low High Low Power A B C D High a Key players are found in segment D strategy must be acceptable to them at least. An example would be a major customer. These stakeholders may even participate in decision-making. b Stakeholders in segment C must be treated with care. While often passive they are capable of moving to segment D. They should therefore be kept satisfied. Large institutional shareholders might fall into segment C. c Stakeholders in segment B do not have great ability to influence strategy but their views can be important in influencing more powerful stakeholders perhaps by lobbying. They should therefore be kept informed. Community representatives and charities might fall into segment B. d Minimal effort is expended on segment A. A single stakeholder map is unlikely to be appropriate for all circumstances. In particular stakeholders may move from quadrant to quadrant when different potential future strategies are considered. Stakeholder mapping is used to assess the significance of stakeholder groups. This in turn has implications for the organisation. a The framework of corporate governance should recognise stakeholders levels of interest and power. b It may be appropriate to seek to reposition certain stakeholders and discourage others from repositioning themselves depending on their attitudes. c Key blockers and facilitators of change must be identified. Each of these groups has three basic choices. Loyalty. They can do as they are told. Exit. For example by selling their .
