By Sybille Sachs

This ebook exhibits managers how they could determine their stakeholders and cooperate with them in a collectively profitable and pleasant manner. It comprises a number of examples from the case experiences and from overseas organisations, illustrating the stepping stones to a complete stakeholder administration.

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In turn, Mrs Smith’s daughter will benefit later on from further improved tennis rackets. In the evening in a town near the airport, Mrs Smith as a member of the interest group ‘Quiet Neighbourhoods’ meets with the management of the nearby airport. She is now in the role of stakeholder expressing societal expectations towards a corporation. Her children suffer from the flight noise. Airport operations cause them to bear a health hazard. If no agreement can be reached, the airport runs the risk that the interest group will carry out its threat to stage a protest demonstration in the entrance hall of the airport.

Through their body of work around the Stakeholder View, Sybille Sachs, Edwin Rühli and colleagues have made a notable contribution to our understanding of the business case for excellence in stakeholder management. The results of the extensive research done with seven Swiss firms – most of which are either global players themselves or are subsidiaries of global corporations – were initially presented at a 2007 conference in Zurich, but are further elaborated in this book. Many firms confirm that stakeholders are important to them.

1 Why put all your eggs in only one basket? Imagine you are organizing a concert. In doing so, you need the help of different people or groups. As the event organizer you may be convinced that the success of the concert depends only on finding strong financial sponsors. Some of your colleagues may disagree saying that the success depends on the musicians. Others may say that the best musicians mean nothing if one is unable to attract the right audience. No doubt all of them are right. Is it not true that various actors are needed in order to succeed in any enterprise, whether it be family, politics or science?

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