What´s an External Stakeholder

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A stakeholder can be defined as a person or group that has interest or concern in an organisation. Stakeholders can affect or be affected by the organization’s actions, objectives and policies. Some examples of key stakeholders, as relevant to Myer, can be found below.

External Stakeholders:
Fair Wear Lobby Group (Protesters)
The lobby group behind the protests is a key stakeholder to be reached at this point in the issue lifecycle. By identifying their needs and complaints the issue can be contained and prevented from escalating further into a full-blown crisis situation. The outworkers are an external stakeholder for Myer; they are effected by the poor working conditions and low wages and are feeling disengaged from their contractors and the retail industry. These stakeholders are crucial to target as they hold the power to promote this issue through further protests and to escalate this issue into a crisis; further affecting the Myer brand and image.

EZ Clothing Productions
The clothing production company that contracts the outworkers is a key stakeholder that must be communicated with at this stage of the lifecycle. By communicating with them on both the Australia wide code of ethics for clothing manufacturing and Myers’ own code for an ethical supply chain this issue can be prevented from reoccurring. EZ Clothing is an integral stakeholder to this issue as the way in which they treat their contracted workers directly effects the Myer brand reputation and image.

Myer Customers
Myer customers are key stakeholders to communicate with at this stage. Even though the issue is only in the beginning stage of its potential lifecycle, customers could quickly become aware of this issue and it could become a crisis. This issue could...

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...uggested within this plan we will be using a logical framework, or, a theory of change model. By examining the causal relationships between elements of the issue and our suggested response we will be able to conclude if the resources needed are available, how the tactics can be implemented successfully and what outcomes are desired and can be expected. We will also evaluate how this issue is unfolding through weekly meetings held between Mr. Menon and Ms. Tebbutt and a representative of Fair Wear.

Recommendations
The final recommendations that will guide this issue away from crisis are towards containment and minimization are for Myer to actively commit to open and transparent communications with outworkers and the Fair Wear lobby group, to commit to an ethical supply chain and to keep all of their key stakeholders fully informed about any relevant progress.

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