Topic 4 Cultural and Political Context - Def

Topic 4.
Cultural and political

context of a strategy
Grado en Turismo
Strategic Management
Prof.: Mara Razumova
Contents
4.1Stakeholder analysis
4.2 Organizational culture
4.3 Ethics
Escuela Universitaria de Turismo Felipe Moreno

Escuela de Turismo de Baleares www.etb-baleares.ess
Cultural and political context of a strategy

Why we should analyze cultural and political
context when searching for the CA?

Cultural and political context of a strategy

Itself can be a source
of CA
Organizational
culture
Stakeholders
Firm
Their interests can

influence the
strategic choices
of what can be our
CA
Ethics
Our values can

influence the
strategic choices
of what can be our
CA

Stakeholders
Stakeholders (terceros interesados o grupos
de inters) are any group of individuals
who can affect or is affected by the
achievement of an organizations objectives
Stakeholdres are able to exert influence over

the setting of organizations objectives

Stakeholders
The first step of the stakeholders analysis is to
identify our stakeholders. They can be:
Grupos de inters
Intereses
Empleados
Clientes
Salarios, seguridad laboral, reconciliacin de la vida laboral

y privada, indemnizacin, respeto, transparencia en la
comunicacin
Valor, calidad, atencin al cliente, productos ticos
Gobierno
Impuestos, empleo, transparencia
Accionistas
Beneficios
Proveedores
Igualdad de oportunidades de negocio
Comunidad
Proteccin del medio ambiente,

desarrollo social, infraestructuras
Instituciones
acadmicas
Colaboracin en los estudios, facilitacin de datos, I+D+i
desarrollo
cultural,

Stakeholders
Second step: Do these stakeholders have equal
importance to the firm?
How to compare the influence of different stakeholder
groups?
Stakeholder influence = power x interest

Stakeholder power ability to influence the organization
Stakeholder interest willingness to influence the
organization
Stakeholders
High
Mapping of stakeholders according to the influence
Least influential
stakeholders (e.g.
local community)
Low
Interest
Most
influential
stakeholders
Low
Power
High

Stakeholders
We can use the map to assess:
Most influential stakeholders
The stakeholders that are most likely to be in
potential conflict over strategic objectives

Stakeholders
Mapping of stakeholders according to the influence
Interest
High
Most
influential
stakeholder
Stakeholders
likely to be in
potential
conflict (e.g.
Low
managing
director and
board of
directors)
Low
Power
High

10
Stakeholders
We can also use the map to decide what
kind of relationship should be established
with each group

11
Stakeholders
B. Keep
informed
D. Key players
A. Minimal effort
C. Keep
satisfied
Low
Interest
High
Strategies according to the stakeholders influences
Low
Power
High

12
Stakeholders
A. Minimal effort (low interest, low power): a firm do not usually have
problems with these stakeholders in setting strategic objectives
(e.g. local community, neighbors' associations)
B. Keep informed (high interest, low power). They can be crucially
important allies in influencing more powerful stakeholders (small
stockholders (accionistas).
C. Keep satisfies (low interest, high power). Most difficult
stakeholders; if their interest is underrated they can suddenly
reposition to segment D. (e.g. suppliers).
D. Key players (high interest, high power). Their acceptability of
strategic objectives should be a key consideration (employees,
clients, directors, boards of directors).
13
Organizational culture
Why it is important?
Firms culture = human personality
Some people
are:
Creative,
motivated,
sharp, enthusiast
Others are: Dull,

tedious,
apathetic
These characteristics affect all aspects

of their lives
14
Firms culture may affect:
Employee motivation
Attractiveness as an employer / turnover rate
Employee goodwill
Productivity and efficiency
Quality of work
Attitude of the employee in the workplace
Employee employer relationships
Innovation and creativity
Etc hence, can be a source of CA

15
Organizational culture in Google (short)
https://www.youtube.com/watch?v=_brBdYfglg8
Organizational culture in Google (long)

https://www.youtube.com/watch?v=jxD38ib7mwE

16
Basic reading
Evans et al.: Chapter 1, p.20
Rocha Casanueva et al.: Captulo 2.5

17
Review questions
Who are the firms stakeholders?
Employ the stakeholder model to explain how the
importance of different stakeholder groups can be
compared?
What are the most important groups of stakeholders
and what type of relationship has to be established
with each of them?
Why organizational culture is important for the firms?

18

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Topic 4.

Cultural and political

Escuela Universitaria de Turismo Felipe Moreno

Cultural and political context of a strategy

Escuela Universitaria de Turismo Felipe Moreno

Cultural and political context of a strategy

Their interests can

Our values can

Escuela Universitaria de Turismo Felipe Moreno

Stakeholdres are able to exert influence over

Escuela Universitaria de Turismo Felipe Moreno

Salarios, seguridad laboral, reconciliacin de la vida laboral

Impuestos, empleo, transparencia

Igualdad de oportunidades de negocio

Proteccin del medio ambiente,

Colaboracin en los estudios, facilitacin de datos, I+D+i

Escuela Universitaria de Turismo Felipe Moreno

Stakeholder influence = power x interest

Mapping of stakeholders according to the influence

Escuela Universitaria de Turismo Felipe Moreno

Escuela Universitaria de Turismo Felipe Moreno

Escuela Universitaria de Turismo Felipe Moreno

Escuela Universitaria de Turismo Felipe Moreno

Strategies according to the stakeholders influences

Escuela Universitaria de Turismo Felipe Moreno

Others are: Dull,

These characteristics affect all aspects

Etc hence, can be a source of CA

Organizational culture in Google (long)

Escuela Universitaria de Turismo Felipe Moreno

Rocha Casanueva et al.: Captulo 2.5

Escuela Universitaria de Turismo Felipe Moreno

Escuela Universitaria de Turismo Felipe Moreno

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