Low-power
Salers or staff, they can not engage in
contributing or developing a firm directly.
High-power
They are groups of managers, control and operate the firm
Materials, energy, or services have a
strong effect on the operation of a firm.
Ex: Kim Dong is a publishing house, therefore paper and ink
are the significant elements to the production process.
In Vietnam, the government shows off its power and influence
through legislation, regulations, or lawsuits.
In some cases, the definition of government as a market element. However, in
this field, Kim Dong publishing house is independent of the government and
pays for taxes like most private companies.
The classification of communities as a determining factor, impacts directly
on the revenue of the firm, especially in VietNam.
Ex: Social media is also a tool for advertising new products, however,
the firm can not control fake stories surrounding those goods. If that
rumor is serious, these products have to stop producing.
This group includes other publishing companies that have a competitive in
communication with the firm. In other words, they also have win-win
communication when they try hard to compete on the market.
Market Stakeholders
Nomarket Stakeholders
Selling goods and dividing by percent with the firm.
Bring the product to customers easily.
All firms need customers to buy their goods and they directly
affect the income of the company.
Ex: Readers, students or parents are willing
to buy the products from intermediaries.
Ex: Bookstores, like Fahasa or Phuong Nam, are
intermediaries stakeholders, display and sell
goods from Publishing houses.
Each stakeholder is usually based
on a two-way exchange.
(Interaction)
This group does not have any effect
or engage in the firm in a direct
way. Usually, exchange in one-way
communication.
The group of people who invest and get back profits
depends on how much capital they spend. This group
has strong power and effect strongly on the firm.
Source:
(1): “Business and Society: Stakeholders, Ethics, Public Policy” - Anne T.Lawrence and James Weber, Thirteenth edition
(2011), Part-one: Business in Society, Chapter-One: The Corporation and Its Stakeholders, page 6-23: “The Stakeholder Theory of
the Firm” and “The Corporation’s Boundary-Spanning Departments”.
“Exploring Public Relations” - Ralph Tench and Liz Yeomans, First published (2006), Part-two: “Public relations theories and
concepts”, Chapter-Twelve: “Audiences, stakeholders, publics - Gerard Choo”, page 241-243: “Stakeholders and publics”.
Ex: Thanh Nien publishing house or Education publishing company is one of the lots of competitors of
Kim Dong. They are also a publication and have the same audience as children. Therefore, each
company is focused on developing its unique target audience and different material.
Like banks, a firm loans and gets support from them
to invest or develop the firm. Creditors have power
and influence but do not care about the firm.
In the case, employees can be deceived into two kinds:
Low-power and High-power
Stockholders, for their part, have an ownership interest in the firm. In exchange for
their investment, stockholders expect to receive dividends and, over time, capital
appreciation. The economic health of the corporation affects these people financially. (1)
Power
Monitor
Keep Informed Manage Closely
Keep Satisfied
Influence
Ex: False rumors from communities can also make a huge damage to the
firm. If that is serious, the firm has to go bankrupt because of a boycott
wave from the public.
Media in the shortest way to communicate with the public, bright products
come closer to customers. However, it also has a two-face issue, positive with
the rate of income and negative when the firm has false rumors or mistakes.
A non-governmental organization like cooperators, private companies, or
multinational companies, which are independent of the government.
Ex: Cooperators of the Kim Dong publishing house are huge, like other
publishing houses in other countries, they cooperate to make more creations
with different stories, culture and versions. They do not have any impact on the
company but they can contribute to the products of the firm. (More diversity)
Ex: With the residential area, where there are lots of people
like near school or in the center of the city, the revenue will
be higher than where it is sparsely populated.
The environment also has an impact on the
firm but in an indirect way.
