Opis: Stakeholder Balance Sheet - John A. Murphy, Farrokh Suntook, F Suntook

This book provides an as yet unavailable tool, the Stakeholder Balance Sheet, enabling managers within any organisation to unlock the DNA of the market place in which they operate and to measure their effectiveness in understanding their markets and all the key stakeholders operating within them. This simple tool provides self-testing checklists at the end of each chapter that enables managers to look at stakeholder-sensitive issues in the same way that they might scrutinise financial statements (hence it will not seem alien to most managers). A review of how well your organisation has fared on the questions will tell you how healthy your "balance sheet" is in relation to the topic of each chapter, and it will provide you with the basis for an overall enterprise balance sheet that aggregates the scores you have achieved in each topic area. Lessons to learn from application of the Stakeholder Balance Sheet are:* What appropriate tools are still required to enhance their understanding of the market place, and how these should be utilised* How to maximise commercial success through understanding the market place* And, find effective ways of being a truly stakeholder-sensitive enterprise In a nutshell, a genuine understanding of how customers and other stakeholders think, feel and behave offers the essential starting point for any general manager - not just the marketing or sales specialist - seeking to determine the direction of his organisation. For the purpose of the book, stakeholders are described as: the direct stakeholders in the market place - customers and prospects (including both the key contacts with whom you interface and others who may influence the final decisions made); the internal stakeholders - staff; other external stakeholders - pressure groups, local community, government, intermediaries, banks, etc. "My 40 years of international business experience would completely endorse this total focus on the stakeholder balance sheet." -Sir Peter Bonfield CBE FREng, Chairman of NXP Supervisory Board and formerly CEO of BT Group plc and ICL plc "The Stakeholder Balance Sheet is an excellent and highly practical framework...This book is a must-read for decision makers in any organization, regardless of level or function." -Professor Sharan Jagpal, Professor of Marketing, Rutgers Business School & author of Fusion for Profit "A validation of the centrality of stakeholder theory in modern business management" (Ethical Corporation Magazine, November 2008) "...supported by well-illustrated graphics and relevant case studies...fascinating insights...provides practical advice...well written and easy to read." (B2B Marketing, January 2009) "Well-researched, comprehensive and challenging, this book clearly sets out the benefits of a holistic, joined-up approach" (The Marketer, February 2009) ?This is a wide-ranging sales book, in which information is systematically presented.' (UK Excellence, 2010)Contents Acknowledgements Introduction: Why this Book? 1. The 9 Point Plan for Sustaining and Growing Your Market Profitably 2. In the Beginning was ... Segmentation! Why is market segmentation the first step? So what is successful market segmentation all about? Successful market segmentation is the starting point for your business and marketing strategy Targeting individuals and organisations as well as segmenting the market The executive self-assessment checklist: segmentation 3. Delving into the Mind of the Market - Understanding the Real Stakeholder Drivers From market drivers to business performance - a step-by-step approach Identifying the business winners 'Back-of-mind' and 'front-of-mind' issues The role of intangibles What makes for value in your business? The executive self-assessment checklist: delving into the mind of the market 4. From Customer Satisfaction and Branding to Loyalty and Attraction Why customer loyalty is important - and why customer satisfaction doesn't give you the whole picture Input - impact analysis of actions taken Bringing customer opinions to life The world is a competitive place! But benchmarking against the competition alone can lead to wasted resources The performance/equity gap Comparing Norwegian apples with Italian oranges The executive self-assessment checklist: from customer satisfaction and branding to loyalty 5. Decision-Making Dynamics Introduction Functions/levels of seniority Roles Needs, interests and desires Psycho-cultural environment Appropriate approaches Update the database and profile the DMU The executive self-assessment checklist: decision-making dynamics 6. Staff Motivation and Perceptions Some introductory thoughts on staff motivation Staff perceptions: introduction Are staff in touch with the marketplace? Are processes and opinions within your organisation aligned? The executive self-assessment checklist: staff motivation The executive self-assessment checklist: staff perceptions 7. Who Else should be on your Radar Screen - The Role and Motivation of Other External Stakeholders and Influencers Introduction: who are other external stakeholders and influencers? Scenario 1 - You wish to assess the impact of influencers on your customers' attitudes/behaviour Scenario 2 - Some influencers are also your customers Scenario 3 - You wish to enhance your overall standing and business performance Scenario 4 - You are making a major decision or taking an initiative Scenario 5 - You are engaged in a damage limitation exercise Managing the (conflicting) demands of different stakeholders Concluding questions The executive self-assessment checklist: other external stakeholders and influencers 8. Communicate (and Communicate and Communicate...) Your communication targets Corporate communication: introduction Information about your organisation Strengthening your corporate brand Combining knowledge with brand equity Product/service communication Effective communication is a two-way process The executive self-assessment checklist: communication 9. Constant Renewal - Searching for Winning New Product or Service Propositions Introduction: the impetus for new product or service development Looking around us: underlying 'macro' trends Critical factors for success: introduction Internal success factors External success factors How do you go about finding out whether or not your new product/service is likely to be successful? Evaluating your own experience The executive self-assessment checklist: new products/services 10. An Ongoing Process: Monitoring your Performance Why monitor your performance What to monitor How to monitor Acting on the results Identifying and acting on the blockages The executive self-assessment checklist: monitoring your performance 11. Conclusion: The 9 Point Plan Revisited Your stakeholder balance sheet at a glance And finally ... a reminder about the key action areas Bibliography Index

Szczegóły: Stakeholder Balance Sheet - John A. Murphy, Farrokh Suntook, F Suntook

Tytuł: Stakeholder Balance Sheet
Autor: John A. Murphy, Farrokh Suntook, F Suntook
Producent: John Wiley
ISBN: 9780470712160
Rok produkcji: 2008
Ilość stron: 324
Oprawa: Twarda
Waga: 0.63 kg

Recenzje: Stakeholder Balance Sheet - John A. Murphy, Farrokh Suntook, F Suntook