1. Unit 1.4
KEY TOPICS
Internal stakeholders; employees, shareholders, managers & directors
External stakeholders: suppliers, customers, special interest groups, competitors & the government
Conflict between stakeholders
HIGHER LEVEL EXTENSION
Resolving stakeholder conflict

2. Stakeholders: person or organization that has a direct interest in & is affected by the performance of a business.
Ex: owners, managers, employees, customers, suppliers, investors…etc.
Internal stakeholders: members of the organization (employees, shareholders, managers, & directors).
What stake do employees have? Pay & financial benefits; working conditions, job security, training & career progression opportunities.
What about shareholders? Maximize share dividend payments, achieve a rise in the value of the capital gains.
Managers & directors? Maximize benefits by profit maximization, retain profits for further investments.

3. External stakeholders: don’t form part of the business (customers, suppliers, & government) but have direct involvement or interest).
What stake do suppliers have? Regular contracts with clients at good prices.
And customers? May demand more choice of better quality products at competitive prices & a pleasant/efficient purchasing experience.

4. Special Interest Groups: organizations that advocate certain issues
Trade Unions/Labor Unions: aim to uphold & enhance the conditions of work for their members.
Pressure Groups: seek to place demands on organizations to act in a particular way or to influence a change in their behavior (PETA, Greenpeace, Friends of the Earth). Actions taken: boycotting, lobbying, direct action.
Industry Trade Groups: organizations that specialize in public relations with the aim of promoting a particular industry, though education and advertising. Funded by the businesses that operate in a particular industry.
Local Community: place demands on the businesses that operate in their community.

5. Funding: financial resources. More $$$= Greater influence!
Special interest groups are more likely to succeed in achieving their aims & objectives if certain interrelated factors are accomplished:
Funding: financial resources.
More $$$= Greater influence!
Public Opinion: Greater support= greater influence on businesses!
Number of Members: More active members= more influence!
Commitment of Members: United group=strengthened ability to influence!

6. Competitors: the rival businesses of an organization.
Competitors will be interested in the activities of a business for several reasons, including:
To avoid anti-competitive practices of rival firms. Larger firms may wish to exploit their monopoly power, although this may be restricted by government intervention.
As a stimulus to innovation and product development. Firms may benefit from some competition as rivalry can lead to more ideas being generated.

7. Government
The government will be interested in business activity for several reasons, including assurances that:
Unfair business practices are avoided.
Health & safety standards at work are met.
The correct amount of corporation tax is paid from business profits.
Payment of business rates are adhered to.
Consumer protection laws are observed & followed.
Employment legislation is being upheld by the organization.

8. Stakeholder Conflict
Conflict arises because the business cannot necessarily meet the needs of all its stakeholders simultaneously.
A major cause of conflict is the pay & remuneration of the directors of a company.
Also, some stakeholders have more than one interest in an organization.

9. Resolving Stakeholder Conflict
It’s unlikely that a business can fulfill the aims of all its stakeholders at the same time; yet it’s undesirable to maximize the needs of just one stakeholder group. If a particular stakeholder group isn’t catered for, it is likely that they’ll cause problems for the business. Most businesses will aim for a “best-fit” compromise so that stakeholder groups are all reasonably pleased with the decision of the business.

10. Stakeholder Mapping Model
Created by Johnson & Scholes.
Can be used to asses the relative interest of stakeholders in a business & their relative power.
Level of interest
Level of power
Allows managers to assess how to deal with conflicting stakeholder objectives & prioritize their actions.
Limitation: the model is static. The relative power/level of interest of stakeholders is likely to change with time.
Low
High A B C D

11. Public Relations Another way to deal with stakeholder conflicts.
PR specialists have the expertise to handle negative publicity.
Communications are also very important in encouraging good PR.

12. Terms
Conflict: situations where people have disagreements on certain matters due to differences in their opinions.
Directors: senior members of staff who have been elected by shareholders of a company to run the business on their behalf.
External stakeholders: do not form part of the organization but have a direct interest or involvement in the actions of the organization.
Internal stakeholders: members of the organization.
Managers: the people responsible for the day to day running of a business or a department within a business.
Pressure groups: type of SIG which consists of individuals with a common concern who seek to place demands on organizations to act in a particular way or to influence a change in their behavior.
Shareholders: people who own shares in a private or public limited company.
Special interest group: the organization of people who have a common interest and collectively act to achieve that interest.
Stakeholder mapping: tool which places different stakeholder groups into quadrants depending on their relative levels of power and interest in an organization.
Stakeholders: individuals or organizations that have a direct interest in the activities and performance of a business.

13. Review Questions
Using examples, explain the difference between “internal” and “external” stakeholders.
What is the difference between “stakeholders” and “shareholders”?
Distinguish between a “director” and a “shareholder” of a company.
What are the four main types of special interest groups?
Differentiate between “lobbying” and “boycotting.”
How might pressure groups affect the success of a business?
Outline four sources of conflict in a business.
HIGHER LEVEL EXTENSION
How might businesses resolve conflict in the workplace?
Explain how the use of Johnson and Scholes’s stakeholder mapping tool can be used to aid management decision-making.