Understanding the interests of each stakeholder group is one thing, managing them all effectively is another
The petrochemical company Shell recognise the importance of balancing their various stakeholder relationships. As environmental awareness rises, Shell must ensure they are satisfying a multitude of demands that not only keep their business running profitably, but also attend to evolving attitudes on natural resources.
This is particularly challenging in regard to their customers who expect both cheap petrol when filling their cars, and action towards preserving the environment. These two conflicting aims are difficult to combine; therefore, Shell must always have an eye on future developments, such as biofuels, whilst also competing in current oil and gas markets.
Employees must be supplied with the most effective personal protective equipment to ensure all safety measures are upheld. Any contractors brought in must adhere to these regulations as Shell’s reputation relies on care. Their business is intrinsically linked with materials and processes that could be volatile and dangerous if handled irresponsibly.
How do the concerns of your different stakeholder groups intersect and diverge from one another?
