Shapeholders by Mark R. KennedyISBN: 9780231180566
Publication Date: 2017-05-09
The author’s diversified professional background enables him to develop his premise and articulate it persuasively. He begins by making a distinction between a business’s stakeholders and its “shapeholders.” Stakeholders, e.g., employees, customers, shareholders, suppliers, the local community, may be affected financially by a business’s actions. Shapeholders, on the other hand, have no direct financial stake in a company but can make or break a company’s reputation and may even lead to its downfall. They include social and political activists, politicians, regulators, and traditional and social media outlets. Kennedy’s point, supported with excellent and recent examples, is that in an age of social media and 24-hour news cycles, business executives ignore the importance of these shapeholder relationships at their peril. “Seven Steps to Shapeholder Success" provides guidelines for combining “the three dimensions of shareholders, stakeholders, and shapeholders … into a unifying focus.” This is no anti-business tirade. On the contrary, Kennedy wants business executives to strengthen their bottom lines by incorporating consideration of non-market forces into their strategic planning and execution. Highly recommended as an excellent, up-to-date contribution to the literature of corporate social responsibility and management communication.