Achieving Excellence in Stakeholder Management
Today, Stakeholder Management is a term commonly used to describe the policy towards all interest groups that have a stake in a company or an institution, but the crucial question is how this concept can be best applied to a company's context. In this boo
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Joachim Scharioth ´ Margit Huber (Editors)
Achieving Excellence in Stakeholder Management With 44 Figures
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Dr. Joachim Scharioth Dr. Margit Huber TNS Infratest Landsberger Straße 338 80687 München Germany [email protected] [email protected]
ISBN 978-3-540-00255-0 Springer-Verlag Berlin Heidelberg New York Cataloging-in-Publication Data applied for A catalog record for this book is available from the Library of Congress. Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the Internet at . This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. Springer-Verlag is a part of Springer Science+Business Media springeronline.com © Springer-Verlag Berlin Heidelberg 2004 Printed in Germany The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Hardcover-Design: Erich Kirchner, Heidelberg SPIN 12205400
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Preface Since the 1980s, many businesses have made the question of the customer's needs their central topic of concern. However, customer satisfaction does not automatically imply customer loyalty, which is of central importance to profitability. Today it is generally known that satisfied customers are far from necessarily being loyal customers. A quarter of all customers worldwide are highly satisfied with their suppliers, but with every purchase the decision about which supplier to use is taken anew, due to the fact that many products and services are perceived as similar to others. This is where the use of an effective Stakeholder Management System is of great advantage. Stakeholder Management is a term commonly used to describe all interest groups having a stake in a company or an institution (i.e. customers, employees, shareholders). The crucial question is, how it can be best applied to a company's context. In this book companies using a Stakeholder Management tool give their first-hand account of how this tool enables them to successfully measure, monitor and manage their Stakeholders. The experience of these companies with Stakeholder Management tools highlights, how across different sectors and countries strong customer relationships, committed employees and succes
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