Prep for Sep 20: Community and Stakeholder Engagement, Part 1

Before class, please:

1. Watch the video, Stakeholder Theory (R. Edward Freeman, Business Roundtable, Institute for Corporate Ethics, May 13, 2009), focusing on the following segments:
   • 0:00-14:48 – “What Is Stakeholder Theory?” and “What Are Stakeholders?”
   • 21:20-26:00 – “Strategies for Managing Stakeholder Relationships”
   • 35:08-37:04 – “Effects of Technology on Stakeholder Relationships”
   • 42:23-49:17 – “Implementing Stakeholder Approach”, “Building Trust By Stakeholder”, and “Who Do People Trust?”
2. Read “Beyond corporate social responsibility: Integrated external engagement” (John Browne and Robin Nuttall, McKinsey, March 2013). Consider: What is a concrete example of a company that would benefit from following the authors’ advice?
3. Review the Stakeholder Engagement Analysis – Assignment Outline, and register your choice to complete the assignment either individually or as a pair.
4. Complete the short Prep Quiz for Sep 20: Engagement, Part 1 based on the assigned readings for this class. This quiz will close at 11:30 am on Wednesday, September 20, so be sure to catch this deadline. You will have just one attempt to complete each Prep Quiz, so you are encouraged to complete your readings before attempting them.
5. Please bring a laptop or tablet to class for an exercise. Note: I will ask you to keep it stowed until needed.

Optional extras (will not be on the prep quiz):

• Watch the rest of the segments of the Stakeholder Theory video.
• Read “How companies succeed through radical engagement” (John Browne, Robin Nuttall, and Tommy Stadlen, McKinsey, February 2016). Consider: Do you agree that this perspective offers “the new frontier of competitive advantage”?
• Read “Back to Basics: How to Make Stakeholder Engagement Meaningful for Your Company” (Jonathan Morris & Farid Baddache, BSR, January 2012). Consider: What do the authors mean by, “There is a Step Zero”? What would this mean for an organization?