The Organizational Network Fieldbook: Best Practices, Techniques, and Exercises to Drive Organizational Innovation and Performance

20.1. Devising the Workshop

We developed a tool, which we call Stakeholder Mapping and Engagement, to help leaders develop a personal network that informs and supports the implementation of a change initiative. One example was with a group of leaders responsible for change efforts at MedImmune, the biotechnology arm of AstraZeneca.

MedImmune launched its first significant revenue-generating product in 1998. In those days, the company was still small enough that when decisions needed to be made or changes implemented, the key players simply huddled together and emerged with clear directives. All stakeholders affected by any change in direction participated directly in it. Differences of opinion were worked out in real time. As the company grew—at ...