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Sinopsis

¿Cómo mides el impacto de los miembros individuales del equipo, inversores, clientes o incluso agencias reguladoras en el éxito o fracaso de un proyecto? Los proyectos a menudo incluyen Análisis de los Interesados para evaluar y priorizar a los participantes y actores clave en función de su influencia, actitudes, interés y riesgo potencial. Utiliza el marco Análisis de los Interesados para identificar amenazas, oportunidades y, en última instancia, crear mejores productos finales.

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The Stakeholder Analysis framework is used in various industries for different purposes. In project management, it helps to identify and prioritize stakeholders based on their influence, interest, and potential risk to the project. This can help in managing stakeholders' expectations and ensuring their support for the project. In the healthcare industry, it can be used to understand the needs and concerns of different stakeholders like patients, healthcare providers, and regulatory agencies, which can inform policy-making and service delivery. In the environmental sector, it can help in identifying the stakeholders affected by environmental policies or projects and their potential impact on them. This can guide the development of more inclusive and sustainable policies or projects.

There are numerous case studies that demonstrate the effectiveness of the Stakeholder Analysis framework. For instance, the World Bank has used this framework in various projects to identify key stakeholders and understand their interests, influence, and potential risks. Another example is the use of Stakeholder Analysis in the development of the California High-Speed Rail project, where it helped in understanding the concerns and interests of various stakeholders, leading to better project outcomes. Please note that these are just examples and the effectiveness of Stakeholder Analysis can vary based on the specific context and how it's applied.

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Resultado

Las grandes empresas a menudo tienen muchos interesados que contribuyen directa o indirectamente al resultado. Como estas consideraciones a menudo dirigen los proyectos en diferentes direcciones, el análisis de los interesados es una parte útil e indispensable de la gestión de proyectos.

A diferencia de muchos análisis basados en números que las empresas tienden a realizar, el análisis de los interesados también toma en cuenta componentes cualitativos, como las emociones y las actitudes. Las responsabilidades de los interesados se determinan más allá de las funciones comerciales inmediatas y cotidianas. Con una perspectiva a medio y largo plazo en mente, el análisis de los interesados intenta prever el impacto potencial, positivo o negativo, que los interesados particulares podrían tener en los resultados del proyecto y más allá.

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While I don't have a specific case study at hand, I can tell you that stakeholder analysis has proven effective in many business scenarios. For instance, a company launching a new product might use stakeholder analysis to understand the potential impact of various stakeholders. This could include investors, who might provide necessary funding; customers, who will ultimately determine the product's success; and regulatory agencies, whose rules and regulations could affect the product's launch. By understanding and prioritizing these stakeholders, the company can better strategize and increase the likelihood of the product's success.

Stakeholder analysis helps in envisioning the potential impact of stakeholders on project outcomes by evaluating and prioritizing the influence of different stakeholders. It considers both quantitative and qualitative factors, including emotions and attitudes. Stakeholder responsibilities are determined beyond just the immediate, day-to-day business functions. With a mid to long-term outlook in mind, the analysis tries to predict the potential impact, positive or negative, that particular stakeholders could have over project outcomes and even beyond. This allows for better planning and management of stakeholder relationships.

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Destacados de la presentación

Proceso de análisis

El proceso de análisis de los interesados primero identifica a los interesados clave involucrados en un proyecto. Estos son los principales participantes en el proyecto, las principales partes interesadas en el proyecto y las personas que podrían verse afectadas por él, con o sin participación activa. Estos individuos o entidades se clasifican luego como interesados internos versus externos.

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Companies can implement the Stakeholder Analysis framework in their operations by first identifying the key stakeholders involved in a project. These stakeholders could be internal or external to the company. They could be anyone who is interested in the project or might be affected by it, with or without active involvement. After identifying the stakeholders, the company can then evaluate and prioritize them based on their impact on the project's success or failure. This process helps the company to understand the influence and interest of each stakeholder and manage them effectively.

The Stakeholder Analysis framework is unique in its focus on identifying and evaluating the impact of various stakeholders on a project. Unlike other business frameworks that may focus on processes, strategies, or financial metrics, Stakeholder Analysis is centered around people and their influence on a project's success or failure. It involves identifying key stakeholders, classifying them as internal or external, and assessing their interest and potential impact on the project. This people-centric approach sets it apart from other business frameworks.

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Después de haber identificado a los interesados, conecta los puntos y colócalos en el contexto de tu plan general del proyecto. ¿En qué parte del proceso del proyecto estará cada uno de ellos involucrado o afectado? ¿Cómo se conectarán o desconectarán entre sí a lo largo de ese proceso?

Luego, evalúa y analiza. Esto incluye cómo los interesados se relacionan con los detalles específicos del proyecto y los objetivos y expectativas comerciales.

Por último, decide las futuras medidas a implementar en función de los riesgos, amenazas y oportunidades descubiertos a partir de tu análisis. Realiza cualquier análisis sobre las posibles consecuencias, luego mide si hacer o no cambios en ellas. (Diapositiva 3)

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Tipo de interesados

Los interesados internos son miembros dentro de la organización. Pueden ser ejecutivos de nivel C, equipo de liderazgo, empleados, etc. El lado derecho de esta diapositiva enumera algunos ejemplos comunes para cada tipo de interesado. Al desarrollar tu proyecto, siéntete libre de reemplazarlos también con los nombres reales de individuos u organizaciones.

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Replacing common examples of stakeholders with actual names of individuals or organizations in a project is important for several reasons. Firstly, it helps in personalizing the project and making it more relatable for the team members. Secondly, it aids in identifying the specific roles and responsibilities of each stakeholder, thereby facilitating better communication and collaboration. Lastly, it allows for a more accurate and detailed stakeholder analysis, which can significantly impact the project's success.

Stakeholder Analysis measures the impact of individual members on a project's success by identifying and prioritizing the stakeholders based on their influence, interest, and power in the project. It assesses the ways in which stakeholders may affect the project or be affected by it. This analysis can help in understanding the key players, their interests, and how these interests could impact the project. It can also help in developing communication and management strategies to engage effectively with each stakeholder, thereby increasing the chances of project success.

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Los interesados conectados son individuos que tienen una relación económica o contractual con la organización. Estos podrían ser relaciones comerciales en curso, socios estratégicos, accionistas, proveedores y distribuidores, prestamistas y financiadores, o minoristas.

A diferencia de los interesados internos, los interesados externos son aquellos que no están directamente involucrados con la organización, pero sus preferencias y reacciones a las decisiones comerciales y la trayectoria de la organización a veces pueden ser muy influyentes. A nivel macro, esto podría ser el gobierno, ya que tiene la capacidad de aprobar reglas y regulaciones que afectan directamente a la empresa, grupos de defensa para promover o denunciar a la empresa, organizaciones de medios y cómo retratan a la empresa, o comunidades sociales que están comprometidas local o internacionalmente.

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The Stakeholder Analysis framework can help in creating better end products by identifying and prioritizing the key players in a project. It allows the team to understand the interests, influence, and power of each stakeholder, which can be used to manage their expectations and align them with the project's objectives. This can lead to more effective decision-making, improved communication, and ultimately, a product that meets the needs and expectations of all stakeholders.

Social communities are significant as external stakeholders in the Stakeholder Analysis framework because they can greatly influence the perception and reputation of an organization. They may not be directly involved with the organization, but their reactions to the organization's business decisions can be very influential. They can either promote or denounce the company, affecting its public image and potentially its business outcomes. On a local or international level, their engagement can impact the company's standing in the community or market.

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Los clientes podrían ser interesados externos. Por ejemplo, tal vez el objetivo final de un proyecto es reducir el costo de un producto central. Aunque los clientes no están activamente involucrados en las estrategias de precios o desarrollo, serán los primeros en la fila en ser afectados. Digamos que la disminución de precios hizo que los clientes estén más contentos y se sientan más inclinados a gastar su dinero, eso aumentaría tus ventas y ingresos. y la empresa podría alcanzar una mejor rentabilidad al final. (Diapositiva 5)

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Stakeholder Analysis evaluates and prioritizes participants and key players by identifying all potential stakeholders, understanding their interests, influence, interdependencies, and potential impact on the project. It then prioritizes them based on their influence and impact on the project. This helps in developing communication and management strategies to engage effectively with each stakeholder.

The key components of the Stakeholder Analysis framework typically include: identification of stakeholders, understanding stakeholders' interests and expectations, assessing the influence and importance of each stakeholder, understanding the relationship between stakeholders, and developing communication strategies for each stakeholder. This framework helps to prioritize and manage stakeholders effectively, ensuring that their interests are taken into account, which can contribute to the success of a project.

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Matriz de interesados

La matriz de interesados ayuda a los gerentes a descubrir cuyas necesidades deben ser más consideradas a medida que se toman decisiones y se implementan las tareas del proyecto. Con tantos interesados involucrados, es difícil complacer a todos, por lo que utiliza esta matriz para tomar decisiones que sean más beneficiosas para los interesados más influyentes.

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The Stakeholder Analysis framework enhances business strategy by helping managers identify and prioritize the needs of key stakeholders. It provides a systematic way to evaluate the influence and impact of various stakeholders on a project. This allows for more informed decision-making, ensuring that the most beneficial decisions are made for the most influential stakeholders. It also aids in managing potential risks and conflicts by understanding the interests and expectations of different stakeholders.

The Stakeholder Analysis framework aligns with the objectives of digital transformation initiatives by helping to identify and prioritize the needs of key stakeholders. This is crucial in digital transformation initiatives as they often involve changes that impact various stakeholders differently. By understanding who the most influential stakeholders are, and what their needs and concerns might be, managers can make decisions that are most beneficial to these stakeholders, thereby increasing the chances of successful digital transformation.

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Los criterios a medir son la influencia o poder del interesado (en el eje y) y el interés del interesado (en el eje x). Aunque tu empresa podría priorizar otros criterios no enumerados aquí, estos son dos de los más comunes para las evaluaciones.

Cuando el interés y la influencia de un grupo de interesados son ambos bajos, estos interesados deben ser considerados los menos. Simplemente monitórelos hasta que su nivel de interés aumente.

Si el nivel de interés del interesado es bajo, pero su poder es alto, intenta satisfacer sus necesidades e involucrarlos para aumentar su interés. Esto podría ser inversores de alto patrimonio neto o un grupo/individuo con el potencial de crear nuevas asociaciones y oportunidades de negocio. Incluso si no están participando en tu organización, si les entregas malos resultados, aún podrían tener un impacto, así que maneja con cuidado.

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To engage high power, low interest stakeholders in a project, you can use several strategies. First, understand their needs and interests. This can be done through regular communication and feedback sessions. Second, involve them in decision-making processes where their power and influence can be significant. Third, keep them informed about the project's progress and how it benefits them. Lastly, acknowledge their contributions and value to the project. This can increase their interest and engagement in the project.

Stakeholder analysis can help in identifying potential business opportunities by evaluating and prioritizing participants and key players in a project. It can help identify stakeholders with high power but low interest, such as high net worth investors or individuals with the potential to create new partnerships and business opportunities. By meeting their needs and engaging them, their interest level can be increased, potentially leading to new business opportunities. It's also important to manage these stakeholders carefully, as delivering bad results could have a negative impact.

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Si el interés de un interesado es alto, pero su influencia es baja, muéstrales suficiente consideración e infórmales de cualquier anuncio próximo. También puedes hacer uso de su interés a través de su participación en áreas de bajo riesgo. Estos interesados podrían ser grandes seguidores con comentarios que cambien el juego más adelante.

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Stakeholder Analysis can be used to leverage the involvement of stakeholders in low-risk areas by identifying those with high interest but low influence. These stakeholders can be shown consideration and informed of any upcoming announcements. Their interest can be utilized by involving them in low-risk areas of the project. This involvement can turn them into great supporters who can provide valuable feedback later in the project.

In the Stakeholder Analysis framework, a stakeholder's interest and influence play a crucial role in determining their impact on a project. Stakeholders with high interest but low influence can be kept informed and involved in low-risk areas, leveraging their interest for potential valuable feedback. On the other hand, stakeholders with high influence need to be carefully managed, as their actions can significantly affect the project's outcome. The framework helps in prioritizing stakeholders based on their interest and influence, thus guiding the project team on how to engage with each stakeholder effectively.

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Si el interés y la influencia de un interesado son ambos altos, estos son los jugadores más importantes para tu operación y definitivamente deberían ser el foco. Necesitas gestionar activamente, complacer, comunicarte con ellos regularmente y pedirles consejo durante todo el proceso de toma de decisiones. (Diapositiva 8)

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Mapa de interesados

Además del poder e influencia de los interesados, es importante monitorear también sus actitudes y sentimientos generales. Mapea las actitudes de cada interesado con esta diapositiva. A la derecha, los jugadores interesados comunes asociados con el proyecto se enumeran con íconos de flecha para visualizar qué jugadores son de apoyo y defensores, cuáles son neutrales e indiferentes al tema, y cuáles son críticos con tu proceso. Esta evaluación emocional también puede presentar riesgos potenciales de que ciertos interesados intenten bloquear el progreso de un proyecto porque no les gusta su dirección o cuestionan los resultados. (Diapositiva 11)

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Sure, a practical example of a project where the Stakeholder Analysis framework was effectively used is the construction of a new airport. The project manager identified all the stakeholders including local government, residents, airlines, and environmental groups. Each stakeholder's power, influence, and attitude were assessed. For instance, the local government had high power and influence, and their attitude was supportive. On the other hand, environmental groups had lower power but were critical of the project. This analysis helped the project manager to prioritize stakeholder engagement activities, address concerns proactively, and successfully navigate the project through various challenges.

Potential risks can be identified using the Stakeholder Analysis framework by assessing the power, influence, and attitudes of each stakeholder. This includes understanding which stakeholders are supportive and advocating for the project, which are neutral and indifferent, and which are critical of the process. This emotional assessment can highlight potential risks, as stakeholders who are critical may try to block a project's progress if they disagree with its direction or question the results.

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Tabla de análisis de interesados

Por último, organiza y registra tu panorama de interesados y enumera a los actores clave en una categoría. En este ejemplo, los interesados se separan por relación: interesados contractuales e interesados regulatorios.

Aquí, puedes seguir a cada interesado con una breve descripción de su objetivo para su participación, su nivel de poder e influencia, así como su nivel de riesgo.

En cuanto a los niveles de riesgo, los interesados con niveles de riesgo más altos son más propensos a poner en peligro el éxito o fracaso de un proyecto. También podrían ser más propensos a tomar acciones que podrían perjudicar tus objetivos finales. (Diapositiva 15)

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