Stakeholders are people and various groups that are directly or indirectly associated with the various activities of an organization. There are both internal and external stakeholders who deals with various goals and purposes of the organization.
Internal stakeholders
Internal stakeholders are people who work within the organization dealing with various business activities. Some of the important internal holders of an organization are employees, shareholders, management who are directly associated with the internal operations of the organization.
Employees
It can be undoubtedly said that employees are the people who strive in making the various organizational goals happen. Management and managers who devise various organizational strategies, deploy those goals among the employees and train them to make it happen. If employees are highly engaged, it would boost their performance and they could move beyond the expectations of the organization. Employees who work in purchase department, quality department, employees in production team and marketing and sales team work hand-in-hand for the organization. They devise various operational and functional strategies in line with their departmental goals. These internal stake holders are all part of the operational activities of the organization.
It is highly important for the organization to recognize the contributions of the internal stakeholders and keep them motivated. It not only maintains the performance and commitment of the employees but retains them in the organization.
Some of the practices of the organization have a major role to play in retaining the employees.
Right recruitment practices- when the organization recruits right candidates, there would be a good fit between the organization and employees. Such employees will retain with the organization for a long time.
Induction and training – employees should be rightly treated since their joining in the organization. They should be given proper induction while joining and training as it is required. Such practices will also help in retaining the employees.
Grievance management – The complaints and grievances of the employees should be listened and corrective actions should be taken at the right time.
Benefits and compensation – Incentives, pay should be given to the employees in proportion to their contributions which will motivate the employees to continue with the organization
External stakeholders
External stakeholders are the individuals and groups that are present outside the organization and have an impact on the activities of the organization. Some of the external stakeholders are customers, suppliers, creditors who are associated with the external activities of the organization. External stakeholders have also got a very important role to play along with the internal stakeholders.
Retention strategies for external stakeholders
Suppliers and creditors should be paid at the right time without any dues. This will help to retain the suppliers.
Customers- It is often said that “customer is the king”. This means that they should be treated with high priority. Meeting the needs and preferences of the customers will help to retain the customers. Every possible step should be taken to retain the customers because customers once left may never return back.
They should be delighted through occasional offers and discounts to retain them with the organization.
Competitive advantage strategies – role of suppliers and vendors
As a strategic move, organizations should identify their core competencies and focus on developing their core competencies in order to gain competitive advantage. The non- core activities could be outsourced to vendors. Thus vendors play a role in gaining competitive advantage. For example, organizations may focus on research and development to develop new products. R & D could be the core competency which become the competitive advantage with the development of products that differentiate from the competitors. While non-core activities like customer service may be outsourced.
Firms could collaborate or have strategic alliances with suppliers to drive innovation. This will direct to competitive advantage for the organization.
Business should have back-up plans to survive the times of uncertainty or economic crisis. Economic crisis in various countries could affect the outsourcing partnership with vendors located in any these countries. It may increase the cost of outsourcing. Relying too much on these vendors may affect during times of uncertainties, or localization policies of the parent government which prevent outsourcing. In such cases, businesses will be in a vulnerable position which affects the non-core activities handled by the off-shore vendors.
Firms should start training programs for skill development for internal employees, so they could gain expertise in skills which are outsourced and given to vendors. This could help organizations to manage any crisis related to vendors and suppliers.
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