In the field of
corporate governance and
corporate responsibility, a debate is ongoing about whether the firm or company should be managed primarily for stakeholders, stockholders (
shareholders),
customers, or others. Proponents in favor of stakeholders may base their arguments on the following four key assertions: •
Value can best be created by trying to maximize joint outcomes. For example, according to this thinking, programs that satisfy both employees'
needs and stockholders'
wants are doubly valuable because they address two legitimate sets of stakeholders at the same time. There is evidence that the combined effects of such a policy are not only additive but even multiplicative. For instance, by simultaneously addressing customer wishes in addition to employee and stockholder interests, both of the latter two groups also benefit from increased sales. • Supporters also take issue with the preeminent role given to stockholders by many business thinkers, especially in the past. The argument is that debt holders, employees, and suppliers also make contributions and thus also take risks in creating a successful firm. • These
normative arguments would matter little if
stockholders (
shareholders) had complete control in guiding the firm. However, many believe that due to certain kinds of
board of directors structures, top managers like
CEOs are mostly in control of the firm. • The greatest value of a company is its image and brand. By attempting to fulfill the needs and wants of many different people ranging from the local population and customers to their own employees and owners, companies can prevent damage to their image and brand, prevent losing large amounts of sales and disgruntled customers, and prevent costly legal expenses. While the stakeholder view has an increased cost, many firms have decided that the concept improves their image, increases sales, reduces the risks of liability for
corporate negligence, and makes them less likely to be targeted by pressure groups, campaigning groups and NGOs. A corporate stakeholder can affect or be affected by the actions of a business as a whole. Whereas
shareholders are often the party with the most direct and obvious interest
at stake in business decisions, they are one of various subsets of stakeholders, as
customers and
employees also have
stakes in the outcome. In the most developed sense of stakeholders in terms of real
corporate responsibility, the bearers of
externalities are included in stakeholdership. ==In management==