The Benefits of Applying The Stakeholder Theory
by Tom Wright, on Aug 16, 2018 11:49:53 PM
Milton Friedman is one of the most famous economists of all time. He put forward a theory (among many others) that companies are ultimately beholden to just one stakeholder - their shareholders. He called this 'Shareholder Theory'. Stakeholder Theory is in many ways a direct contradiction to the mono approach suggested by Friedman, in that it suggests that organizations are responsible to many different stakeholders, of which shareholders are only one.
When you think about it, your own position on this is probably one of the first things you should do before creating a strategic plan. It goes to the very foundations of what you want to achieve and why you're doing it. Are you here only to make money for yourself and your shareholders? Or are you here to also improve the lives of your employees and the community?
On a personal note, one of the reasons I co-founded Cascade was because I was getting increasingly frustrated at some of the events that were happening in the world which were entirely out of my control (political, socio-economic, that type of thing). Starting a business felt like a way to have a positive influence on the microcosm of society around me, even if the rest of the world kind of felt like it was going to s**t. So from a purely personal perspective, I can say pretty confidently that I'm a firm believer in the stakeholder theory over the shareholder theory.
There are countless strategy frameworks out there, and we have already covered a few key frameworks which we think are extremely flexible and battle-tested over the years:
- Value Disciplines Model & Your Competitive Advantage
- The Ansoff Matrix Helps Organizations To Grow
- Maslow's Hierarchy As a Business Framework
- Unlocking the Power of the Balanced Scorecard
- Using the VRIO Framework to Create Sustained Competitive Advantage
- McKinsey's Three Horizons of Growth Can Help You to Innovate
In this post, we're going to explore not only what the stakeholder theory actually is, but also the benefits of applying it to your business and how to go about doing that.
Understanding the stakeholder theory
Ok, let's dive into the detail of the theory a little more. We can sum up the stakeholder theory as follows:
Stakeholder theory is based on the assumption that businesses can only be considered successful when they deliver value to the majority of their stakeholders.
That means that profit alone cannot be considered the only measure of business success. Let's take a look at some of the common stakeholders for a typical business:
No problem here - despite stakeholder theory being positioned as the antithesis of shareholder theory, the reality is that shareholders (or yourself if you own the business) will always be one of the biggest stakeholders you are responsible to. They are therefore entirely in keeping with the philosophy of stakeholder theory.
Another no-brainer, even the most hard-nosed business person will agree that happy employees is a good thing.
Customers are another obvious stakeholder to consider in the eco-system of your business.
You can define community in a variety of different ways, from local to virtual. Either way, they are a key player in stakeholder theory.
Friends & Family
This may seem a little odd, but your own friends and family (as well as those of your employees) are also critical stakeholders to satisfy under stakeholder theory.
Now things are getting a bit weird - why would you want to satisfy the needs of your competitors? Well stakeholder theory suggests that a healthy competitive environment benefits everyone, including other stakeholders such as customers.
There are plenty of other stakeholders you could identify such as suppliers, unions, trade associations, political groups etc.
As you read the list above, you might think to yourself: "Sure, it makes perfect sense to keep the likes of my employees and customers happy - because the happier they are, the more money I'm likely to make." And this is one of the most common misunderstandings behind the stakeholder theory. The stakeholder theory is not about keeping stakeholders happy to make more money. Instead it argues that companies play a vital role in the very fabric of our society (creating jobs, innovating etc) and that therefore their success must be valued as a whole, not just in the returns they make for their shareholders.
Benefits of applying stakeholder theory
Here's where things get a little complicated. Despite what I said in the final sentence of the previous section of this post, there are financial benefits to applying stakeholder theory to your organization. They include things such as:
- Higher productivity through employee satisfaction
- Improved retention / referrals from happy customers
- Increased investment from happy financiers
- Improved talent acquisition from a positive image in the community
So yes, applying stakeholder theory can literally help you drive profits to your business. However these are more incidental outcomes of applying stakeholder theory than benefits of the philosophy itself. To understand the true benefits of stakeholder theory, we have to look at a more ethical / societal level. I'm talking about things like:
- Increased mental health of the workforce through job satisfaction
- Scientific progression which benefits all
- Elevation of the socio-economic status of the local community
- Contribution towards a healthy competitive ecosystem where other companies can also thrive and bring benefits to their own stakeholders in turn
And, on an entirely personal (and selfish) level:
- The opportunity to work with like-minded awesome people who believe in making a difference
- The sense of pleasure one derives from being part of positive change in your own little corner of the world
I actually liken the stakeholder theory to implementing Maslow's Heirarchy of Needs, in which Maslow states that to achieve true happiness one must go beyond material wealth towards a state of self-actualization. The stakeholder theory is a great way to work towards that for both yourself and your company.
So, if making the world a better place and likely achieving a whole range of profitable side benefits sounds like your kind of thing - the stakeholder theory might just be for you.
Applying the stakeholder theory to your business
We've presented the stakeholder theory as one of a number of different strategic models that you can apply to help your organization succeed. You may even have found your way to this post from our popular 5 of the Best Strategy Frameworks post. But I'll say upfront that the best way to apply the stakeholder theory model to your business is in conjunction with another business framework. That's because the stakeholder theory model isn't really a strategic framework - it won't help you to innovate or grow your business directly. Instead it's more like a way of running your business, in a manner that's aligned to your own personal values.
Step 1: Define your stakeholders
Start-off by defining who your stakeholders are. You can start with the list we prepared above, but you need think carefully about your own personal set of circumstances. Who do you care about? Who will be impacted by the work your organization does? List them out in simple bullet point form - you should have at least 5 or 6 and possibly many more.
If you're struggling to come up with a satisfying list of stakeholders, talk to your colleagues, friends and family - ask them who they think your organization should consider a stakeholder.
Step 2: Analyze your activities
Look at your strategic plan - the objectives, goals, projects and KPIs that you're using to run your business. Start categorizing these activities into the list of stakeholders you have identified. Do this by thinking about which stakeholders will benefit from your success against any given goal.
- Focus on the 'outcomes' or 'objectives' in your strategic plan rather than the projects and KPIs.
- Don't think of this as a 1:1 relationship - a single outcome can contribute to multiple stakeholders.
- Don't be afraid to think broadly - it's likely you won't have specific goals that are aimed at friends and family for example, but by thinking laterally you'll probably find that some of things you're working on willhelp your friends and family indirectly at least.
Again, this is a great exercise to do with colleagues as you'll get a range of different inputs which you might not have thought about yourself.
Step 3: Understand your gaps
Let's be realistic - the majority of your goals will likely be contributing to either your shareholders, customers or employees. At least that's true for most commercial businesses. And that's perfectly ok. Have a look at how your own strategy maps against the stakeholders you've said you consider important. Does the breakdown look about right? This is how it looked for us here at Cascade:
I would summarize our stakeholder alignment as follows:
- We're predictably highly focused on shareholders, customers and employees.
- We have more goals contributing directly to customer than shareholders - which makes sense as we are arguably more product-focused than sales-focused as an organization.
- We're doing more in the competitor space than I expected - I suspect that's because part of our strategy is to help actually create / define the market for strategy execution software.
- We are seriously under-represented in the friends / family and community stakeholder groups.
The biggest action for me comes around that last bullet point. I really do value the positive impact we can have on our community and will be recommitting to tangible activities that can help this stakeholder group.
And I suppose this is really step 4: 'Do something different'.
The whole point of exercises such as this is to aid your understanding of your own organization, but then to take tangible steps to address any gaps that you identify. Hopefully you've found this approach of reviewing your strategy interesting and insightful. Don't forget to check out our article on the 5 Best Strategic Frameworks - you'll want to implement at least one of them alongside your implementation of stakeholder theory.
Let me leave you with a final question to ponder. Imagine a business that:
- Has hundreds of incredibly happy employees
- Creates awesome products which significantly enhance the lives of their customers
- Has increased employment prospects for the local community
- Has inspired its competitors to improve their products and their customer service
Sounding pretty good so far right? Here's the final bit of information: They consistently make a loss of $1 each financial year.
Do you consider this a successful business or not? Would your answer be different if they made a profit of $1 a year instead? The answer will be a personal one, but is a great way to test your own position on stakeholder theory.