ABSTRACT
Stakeholder concerns have been taken into account throughout the strategic analysis as an integral component of a responsible business approach. Government is the most powerful and important stakeholder so it is important to find alignment with governmental goals. The strategic engagement with customers requires a consistent approach across the strategy/marketing interface. It is important to get on the right side of government to influence regulation, exploit government incentives and join the debate over future challenges. Government has wide responsibilities and considerable power through enacting legislation and setting policy. The cultivation of links with particular Non-Governmental Organizations (NGOs) can be useful where a shared agenda can be found. The relationship with other corporations is naturally one of rivalry but through a stakeholder perspective it becomes possible to think in terms of positioning the corporation in a stable business ecosystem thus reducing the intensity of rivalry.
