International Business Strategy

LON301BUS

Stakeholder Power and Ethics

Unit: 6 Knowledgecast:2

• Demonstrate a sound appreciation of current strategic management concepts

• Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process

• Assess current developments in the organisational environment and alternative responses related to strategy

Module Learning Outcomes

CSR In Action

• Develop strategies that not only create and capture value for the business but also benefit society.

Examples: Complying with local and international laws Non-discriminatory behaviour Providing fair and adequate remuneration Health and Safety in the Workplace Avoiding child labour Protecting the environment

Mitigating Country Risk

• Partnering with qualified local organisations• Using legal tools and frameworks• Safeguarding intellectual property rights

CSR at Sony

• ‘Integrity Approach’• Actions today influence tomorrow’s

options• Standardise workplace norms

CSR at Nike

• ‘Global Corporate Citizenship’• Early 1990’s corporate history of exploitation• Mid 2000s increased transparency re: overseas

partner conditions• 2011 CSR Goals Challenge of management ‘at distance’

CSR at McDonalds

• Demonstrate a sound appreciation of current strategic management concepts

We have explored stakeholder power and ethics• Communicate an in-depth understanding of the complexity of the

environment and its applications on decision-making process How do businesses develop a consistent ethical stance?• Assess current developments in the organisational environment

and alternative responses related to strategy Corporate Social Responsibility has grown in influence over the

last decade

Knowledgecast Summary

Virtual TourIn this seminar we are going to take a virtual tour together of one of theworld’s largest fast moving consumer goods multi-nationals, Unileverplc (www.unilever.com).

In taking this tour we are seeking to identify the strategic position ofUnilever and how its stakeholders influence its strategy. During thetour we are seeking to answer three key questions;1. Who are Unilever’s key stakeholders and what do they expect from

the business?2. How do these stakeholders influence the business?3. What evidence can you find of Unilever’s ethical stance?

Seminar

Tour ReviewHaving ‘toured’ Unilever and understood its strategic position and theinfluence of its stakeholders; now turn to the case study organisationyou are working on and collaborate with your consultancy group toresearch the organisation’s stakeholder power. You may choose touse the same questions from the seminar…1. Who are the organisation’s key stakeholders and what do they

expect from the business?2. How do these stakeholders influence the business?3. What evidence can you find of the organisation’s ethical stance?

Group Activity