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Pob stage 2 session1 seminar 1
- 1. Seminar 1: Introduction to the Business Environment Topic Number:Stage 2 Session 1 Principles of Business
- 2. Outline of the session • To recap the work we did in the Lecture on Stakeholder Management • To look at a two case studies on Stakeholder Management
- 3. Objectives of this seminar • By the end of this seminar, students will be fully familiar with the concept of stakeholder analysis and be able to: – Identify the key stakeholders in a business – Carry out a stakeholder analysis based on the Johnson and Scholes matrix
- 4. Stakeholders – two initial questions • What is a stakeholder? • Is there a difference between an internal and an external stakeholder? • Which types of role are likely to be most concerned with managing stakeholders – and why?
- 5. Task 1 (30 minutes) • Think of the people living in a medium-sized town. A local factory that employs 10 of the working population plans to expand. In small groups: • Identify the people and organisations (local and national) which will be affected. • What interests do they have in the proposal • How much power do they have to influence the proposal • Which of them will be likely to be supportive of the change? Why? • Which of them are most likely to oppose the change? Why? • Make notes on your discussions to present to the rest of the group.
- 8. Stakeholder Mapping Level of Interest Low High Low Level of Power High Category A Minimal effort Take action if they acquire a stake Category B Keep informed Ensure they do not form powerful coalitions Category C Keep Satisfied Ensure they do not feel marginalised Category D Key Player Ensure involvement is maintained
- 9. Task 1 revisited • With Johnson and Scholes matrix in mind, think what the potential strategies for the business could be in dealing with the key stakeholders in the project. • Consider where they should be placed on the stakeholder map and identify some actions that they could take
- 10. Now – bringing it all together Customers? Shareholders? Staff?
- 11. Recap of the session • We have looked at: – What is a stakeholder and why is it important to know who they are – How to plot stakeholders onto Johnson and Scholes matrix – Whether one stakeholder is more important than any other • That brings us to the end of the seminar – but time now for any questions
Hinweis der Redaktion
- Tutor notes to go in here
- Straightforward introduction to the seminar
- In plenary, just to get the juices flowing. A stakeholder is ANYONE WHO HAS AN INTEREST IN THE OUTPUTS OF AN ACTIVITY, A SPECIFIC PIECE OF WORK OR OF A ROLE IN GENERAL In general there is no real difference between an internal and a stakeholder and both must be managed with the same degree of skill The kinds of answer you might expect are: Project managers Strategists Departmental Managers Designers and Developers It’s actually pretty difficult to think of someone who doesn’t have someone who has an interest in what they do – otherwise, what are they there for?!
- Before going on to the recap as students to do this activity. It will be interesting to see how many of them introduce the Johnson and Scholes matrix into their thinking at this stage. DON’T mention it specifically just give them the task and set them on their way. 15 minutes to do the group work and 15 minutes to present back
- Recap on the following three slides from the Lecture – this one looks at stakeholders from a job-holders point of view – related it back to the exercise you started with
- And this looks at stakeholders from an organisational point of view. What are the key differences between the two? The main difference is that with an individual, the stakeholders are likely also to be individuals or small groups in the main. Or an organisation, the stakeholders are likely to be groups or larger entities
- Now recap on The Johnson and Scholes Matrix putting a little more colour in, and where possible relating it back to the Task earlier – which stakeholders fitted into which categories
- This gives the students a chance to practice the J and S matrix on a quasi real situation. They should place all the stakeholders they identified in the earlier exercise onto a flip chart matrix, and based on the suggested solutions and what is contained in the reader, to come up with their proposed actions. They should do more though than just say ‘keep them informed’ though – what might that include for example Make them think – go that little bit further
- Students will have looked at a case study taken from the Financial Times prior to the seminar entitled ‘Customers, shareholders and staff’ Ask them in small groups to review their thoughts (ten minutes) and report back to the group on their answers to both questions (fifteen minutes)