CORPORATE SOCIAL RESPONSABILITIES

Question 1 :

Choose 5 stakeholders and classify them according to Mitchell et al.’s Salience Theory. Justify your
answer.

Stakeholders must be consulted in the process of identifying a company’s most important

impacts and their reasonable expectations and interest must be taken in account.

Stakeholders is an individual, or groups of individuals, who can influence or be influenced by the

achievement of the goals of the organization (Freeman, 1984).

We will now study the stakeholders of the Lego company. We will identify them and classify them
according to their characteristics. As you can imagine, Lego is a world famous company, so there is
no lack of stakeholders. To simplify the use, we will select only five of them.

Children/parents using Lego products are the most important stakeholders for the Lego company.
Children can be definitive stakeholders of Lego. They have to allocate the most resources for this
group of individuals.

Suppliers are also important players for Lego. In view of the quantities produced by the company,
the supplier must also be strongly considered by Lego. The suppliers are dominant stakeholders

Employees are also important to consider because Lego is responsible for the people they hire.
Employees can be identified as dangerous stakeholders

Local communities must be taken into account. For example, Lego wants to set up factories in new
locations. The people who live there also have a say. This stakeholder is important and must be
heard. The local community are dependant stakeholders.

Media are also part of Lego's stakeholders. Not to be neglected because it can impact positively or
negatively the company very quickly. Media are dominant stakeholders.