A stakeholder of a company or business in simple terms can be explained as any individual or a group of investors that has an interest in success of that business and are involved in the growth and progress of that firm. These stakeholders are interested in the final outcome of the business as they are a part of it and have invested in that business in some way (Benn, Abratt, & O’Leary, 2016). Among others, these stakeholders are also affected by the organization’s performance, activities and policies. Primary stakeholder of Uber includes the owners, employees and the customers of the business. For the presented article, the stakeholders of the company Uber can be listed as:
Owners/directors/board members/company executives
Employees in offices of Uber
Stakeholder analysis is a technique for identifying and analyzing the needs of the stakeholders. The aim of this technique is to develop a strategic view to ensure active involvement of stakeholders and manage their expectations. This technique helps to identify risk and enables its response planning. The stakeholder analysis and management of Uber can be explained with a simple stakeholder matrix of Power on Y-axis v/s Interest on X-axis as follows:
This matrix of stakeholders of Uber categorized in the four quadrants can be explained as follows:
Latent- meet needs of the business and keeps other stakeholders statisfied. These include partner-drivers clients/passengers using Uber, sales department, business contacts, etc.
Promoter- Are key players in any business. These are closely involved in the business and ensure complete engagement of other stakeholders and put in the greatest effort to achieve the end goal. Here, the founders, directors, executives of Uber company.
Apathetic- these stakeholder monitor to secure risk. Here, the IT department, customer service/help desk of Uber.
Defenders- these show consideration, adherence to laws and ensure that no major issues arise. Here the regulation department, promotion support, etc. of Uber.
Before, a company applies change management system it is important for the asses and understand this group of stakeholders to curb the resistance and address the concern and impacts of the change on them.
Internationalization of markets has compelled the businesses to adapt to the new strategies and systems. Thus, organizations such as Uber are constantly applying change to processes and business function to avoid any disruption to the business and keep up with the market. This change may involve change in policy and process, may face resistance from employees and other stakeholders (Yi, Gu, & Wei, Z., 2017) Thus, change management system is important and used to counter this resistance and ensure complete effectiveness of the applied change. Employees are an important component of this change management system, and leaders must include people at all levels must be involved in the change management (Baran, Filipkowski, & Stockwell, 2019). Thus, when a change is implemented personnel planning is an important step as these personnel are responsible for the end goal of bringing about a change. The change management personnel for Uber can be classified in 3 broad categories as follow:
Thus, stakeholder analysis and personnel planning is a critical step of change management process, as the people are also responsible for the change.
Baran, B. E., Filipkowski, J. N., & Stockwell, R. A. (2019). Organizational change: Perspective from human resource management. Journal of Change Management, 19(3), 201-219.
Benn, S., Abratt, R., & O’Leary, B. (2016). Defining and identifying stakeholders: View from management and stakeholders. Journal of Business Management, 47(2), 58-59.
Yi, Y. Gu, M. , & Wei, Z. (2017). Bottom-up learning, strategic flexibility and strategic change. Journal of Organizational Change Management, 30(2), 161-183.
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