The Stakeholder Balance Sheet (PDF)

This book provides an as yet unavailable tool, the Stakeholder
Balance Sheet, enabling managers within any organisation to unlock
the DNA of the market place in which they operate and to measure
their effectiveness in understanding their markets and all the key
stakeholders operating within them.

This simple tool provides self-testing checklists at the end of
each chapter that enables managers to look at stakeholder-sensitive
issues in the same way that they might scrutinise financial
statements (hence it will not seem alien to most managers). A
review of how well your organisation has fared on the questions
will tell you how healthy your "balance sheet" is in relation to
the topic of each chapter, and it will provide you with the basis
for an overall enterprise balance sheet that aggregates the scores
you have achieved in each topic area.

Lessons to learn from application of the Stakeholder Balance
Sheet are:

* What appropriate tools are still required to enhance their
understanding of the market place, and how these should be
utilised

* How to maximise commercial success through understanding the
market place

* And, find effective ways of being a truly stakeholder-sensitive
enterprise

In a nutshell, a genuine understanding of how customers and
other stakeholders think, feel and behave offers the essential
starting point for any general manager - not just the marketing or
sales specialist - seeking to determine the direction of his
organisation.

For the purpose of the book, stakeholders are described as: the
direct stakeholders in the market place - customers and prospects
(including both the key contacts with whom you interface and others
who may influence the final decisions made); the internal
stakeholders - staff; other external stakeholders - pressure
groups, local community, government, intermediaries, banks,
etc.

"My 40 years of international business experience would
completely endorse this total focus on the stakeholder balance
sheet."

--Sir Peter Bonfield CBE FREng, Chairman of NXP Supervisory
Board and formerly CEO of BT Group plc and ICL plc

"The Stakeholder Balance Sheet is an excellent and highly
practical framework...This book is a must-read for decision makers
in any organization, regardless of level or function."

--Professor Sharan Jagpal, Professor of Marketing, Rutgers
Business School & author of Fusion for Profit