Stakeholdes - Getting it wrong...
Here's an example of a business getting it wrong and ignoring the importance of customers as key stakeholders. In 2009, "United Breaks Guitars" was released by Canadian musician Dave Carroll and his band, Sons of Maxwell. It was a protest song that went viral following the country musician and band's real-life experience of how Dave Carroll's custom-made guitar was broken during flight on United Airlines back in 2008, and the airline refusing to take responsibility for their actions. "United Breaks Guitars" became an immediate YouTube (with over 20 million hits) and iTunes hit. The music video has become a public-relations embarrassment for United Airlines.
Stakeholdes - Getting it right...
By contrast, this video for Sothwest Airlines (a rival to United Airlines) went viral in the following year, showing how a flight attendant took the initiative to engage passengers during the pre-flight safety checks, putting their safety at the forefront of customer care:
Click the hyperlinks below to access the resources for this section of the IB Business Management syllabus:
- The interests of internal and external stakeholders (AO2)
- Stakeholder conflict (AO3)
- Comprehension Questions
- Stakeholder question bank (over 60 questions and answers)
- Glossary of key terms
Return to the Unit 1 - Business organization and environment homepage