Chapter 8

Becoming Stakeholder Oriented

In this chapter, we will navigate through some of the key stakeholders and explore value-creation opportunities with each of them. We will examine customer trust and loyalty, employee engagement, committed and patient investors, collaborative suppliers, welcoming communities, and healthy environments.

In a capitalist world, where all exchanges are voluntary, value needs to be created constantly between all stakeholders so that the relationships persist over time and the business experiences long-lasting results to benefit all its stakeholders, including society (figure 8-1).

Figure 8-1: Stakeholder interdependency map

Customers as Stakeholders

In the traditional view of business, customers are seen ...

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