Managing Public Issues and Stakeholder Relationships.docx

Inactive companies ignore stakeholder concerns

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Inactive – Companies ignore stakeholder concerns Reactive – Companies act only when forced to do so, and then in a defensive manner Proactive – Companies try to anticipate stakeholder concerns Interactive –Companies actively engage stakeholders in an ongoing relationship of mutual respect, openness, and trust Drivers of Stakeholder Engagement 1) Stakeholder engagement is, at its core, a relationship . 2) The participation of a business organization and at least one stakeholder organization is necessary. 3) Engagement: both the company and its stakeholders both have: An urgent and important goal The motivation to participate The organizational capacity to engage with one another Stakeholder Dialogue Business and its Stakeholders come to face-to- face conversations Core interest and concerns , common definition of a problem Understandings and concerns of all parties Invent innovative solutions and implement them The Role of Social Media in Stakeholder Engagement
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Address public issues and engage stakeholders. 解决公共问 Identify and solve problems faster. 快速认清并解决问题 Share information better among their employees and partners. 与员工和伙伴共享信息 Bring customers’ ideas for new product designs to market earlier. 将顾客新想法早早推向市场 Platforms to engage with multiple stakeholders, communication has become faster, more effective. 使用平台与 多种人接触,快速有效交流 The Benefits of Engagement Stakeholder organizations bring the company a number of distinct strengths: Alert companies to emerging issues 问题刚有苗头时警 Give a firm access to information via networking 通过网 络接触信息 Technical or scientific expertise in specific areas 专门领 域科技科学专长 Better result in the eyes of the public 公众眼中好结果 Meet the society’s expectations and generate good solutions 达到社会预期 产生好结果 Improve a company’s reputation 提升声誉 3. 全球化 Business in a Globalized World Process of Globalization 1) Globalization : the increasing movement of goods, services, and capital across national borders. 2) A process: an ongoing series of interrelated events International trade and financial flows integrate the world economy, leading to the spread of technology, culture, and politics. Globalization is not simply a trend or a fad but, rather, an
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international system. Different ways of entering into the Global Marketplace 1. Develop global market channels 发展全球市场途径 - 出口 First build a successful business in their home country, then export products or services to buyers in other countries. (Nestlé) 2. Establish global operations 建立全球制造 - 建厂 Locate manufacturing plants or service operations in other countries as a way to cut costs. (Ford, BMW) 3. Develop global supply chains 发展全球供应链 - 进口原料 Purchase raw materials, components, or other supplies from sellers in other countries; work may also be subcontracted.
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