448 ◾ Implementing SAP
®
CRM
For a company with relatively small capital, the earnings and cash ow perspective may not pro-
duce appreciably dierent results, but, even in such cases when we factor in accounts payable and
inventories, the two approaches may provide highly divergent views.
15.2.3 Value to Managers
By convention, in the discussions on stakeholders, senior managers are usually grouped with
owner/investors, which is incorrect. Managers with their responsibilities for driving the growth
and protability of the company have a dierent perspective of the values that are important to
them vis-à-vis the owner/investors.
Senior managers look for the following:
◾ e freedom to articulate the vision of the organization and translate the sa ...