Rolls Royce Corporation
Case Study 2.1
In this case I believe the key to solving Rolls Royce’s issue boils down to stakeholder management. Identifying the stakeholders along with their levels of interest and power allowance will definitely help them begin to get organized to move forward with resolving any concerns within the connected parties. Based on the fact that they have been in business for over 120 years, I believe Rolls Royce has stood the test of time. At this point I think they are a standalone company that should strive to be the leader of cutting edge technology for jet engines. “To be trusted to deliver Excellence” is their motto and I believe if they start adding partnerships that they may lose that concept
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We can categorize them into four groups. The first is the promoters – the high influence/high interest folks – are the most important here. They’re the ones who can really make the effort go, and they care about and are invested in the issue. If they’re positive, they need to be cultivated and involved. The second are the latents – high influence/low interest. These are people and organizations largely unaffected by the effort that could potentially be extremely helpful, if they could be convinced that the effort is important either to their own self-interest or to the greater good. You have to approach and inform them, and to keep contact with them over time. Offer them opportunities to weigh in on issues relating to the effort, and demonstrate to them how the effort will have a positive effect on issues and populations they’re concerned with. If you can shift them over to the promoter category, you’ve gained valuable allies. The third category is the defenders – low influence/high interest. In the business model, since these people and organizations can’t help you much, you can simply keep them informed and not worry too much about involving them further. And lastly are the apathetics – those with low interest and low influence. These people and organizations simply don’t care about your effort one way or the other. They may be stakeholders only through their membership in a group. As a result, they need little or no management.