The Workshop on Quality Management in Public Services will make the participants aware of key elements in quality management and will enable the participants to apply these approaches in their daily functions. The workshop will also encourage team work and peer learning across the public organisations in Croatia.

1. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU
Zagreb (Croatia)
22-23 May 2014
Stakeholder mapping:
Implementing your strategy
Gilles CHEVALIER
Anna ANDRADE,

2. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU What is a stakeholder?
A person, group or organisation that has
an interest or concern in an organisation.
Stakeholders can affect or be affected by an organisation's
actions, objectives and policies.
In the private sector, stakeholders may
be creditors, directors, employees, government,
suppliers, unions, and customers.
Can you provide examples of stakeholders of YOUR
organisation?

3. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU Where does this notion of stakeholder come from ?
Stakeholder theory was originally outlined
by R. Edward Freeman in the book
Strategic Management: A Stakeholder
Approach.
It identifies and models the groups which
are stakeholders of a corporation, and both
describes and recommends methods by
which management can give due regard
to the interests of those groups. In short,
it attempts to address the
"Principle of Who or What Really Counts."

4. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU What is a stakeholder analysis ?
The proess of
identifying
organisations,
groups and
individuals who
are likely to affect
or be affected by a
proposed action,
and prioritising
them according to
their impact on the
action and the
impact the action
will have on them.
Stakeholders
Employees
Managers
Service
users
Communiti
es
Managers
Suppliers
Contracto
rs
Local
governme
nt
Central
governme
nt
Trade
Unions
NGO’s
Elected
politicians

5. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU Balanced results ? Remember the CAF

6. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU Stakeholder matrix
- Interest / + Power
SEEK SUPPORT
‘Arms length
decision-takers’
+ Interest / + Power
INVOLVE
Your key partners
- Interest / - Power
KEEP INFORMED
‘The silent majority’
+Interest / - Power
APPRECIATE
Supporters
LowPOWERhigh
low INTEREST high

7. © OECD
AjointinitiativeoftheOECDandtheEuropeanUnion,
principallyfinancedbytheEU
1. Identify your key stakeholders in your
organisation.
2. Place them in the stakeholder matrix, according
to their levels of interest in you and power over
you (ideally using quite detailed groups, rather
than broad categories).
3. Discuss with other members of your group what
the implications are in terms of getting support
for your action plans to improve public service
quality.
Group exercise:
Stakeholder analysis