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Zusammenfassung

Wie messen Sie den Einfluss einzelner Teammitglieder, Investoren, Kunden oder sogar Regulierungsbehörden auf den Erfolg oder Misserfolg eines Projekts? Projekte beinhalten oft Stakeholder Analysis, um Teilnehmer und Schlüsselspieler basierend auf ihrem Einfluss, ihren Einstellungen, ihrem Interesse und potenziellem Risiko zu bewerten und zu priorisieren. Nutzen Sie das Stakeholder Analysis Framework, um Bedrohungen, Chancen zu identifizieren und letztendlich bessere Endprodukte zu erstellen.

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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.

The Stakeholder Analysis framework is a tool used to identify and understand the needs and expectations of major interests within a project or company. It differs from other business frameworks in its focus on individuals or groups who can affect or are affected by a project's outcome. For example, SWOT analysis focuses on internal and external factors affecting the organization as a whole, not specific stakeholders. Similarly, the Balanced Scorecard measures organizational performance across multiple dimensions, not just stakeholder interests. However, these frameworks can complement each other. For instance, insights from Stakeholder Analysis can inform SWOT analysis by highlighting stakeholder-related opportunities and threats.

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Ergebnis

Große Unternehmungen haben oft viele Stakeholder, die entweder direkt oder indirekt zum Ergebnis beitragen. Da diese Überlegungen Projekte häufig in verschiedene Richtungen lenken, ist die Stakeholder-Analyse ein nützlicher und oft unverzichtbarer Teil des Projektmanagements.

Im Gegensatz zu vielen zahlengetriebenen Analysen, die Unternehmen durchführen, berücksichtigt die Stakeholder-Analyse auch qualitative Komponenten wie Emotionen und Einstellungen. Stakeholder-Verantwortlichkeiten werden über die unmittelbaren, täglichen Geschäftsfunktionen hinaus bestimmt. Mit einem mittel- bis langfristigen Ausblick im Hinterkopf versucht die Stakeholder-Analyse, den potenziellen Einfluss, positiv oder negativ, zu erahnen, den bestimmte Stakeholder auf Projektergebnisse und darüber hinaus haben könnten.

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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.

Stakeholder Analysis plays a crucial role in determining responsibilities beyond immediate business functions. It helps in identifying and evaluating the influence and interest of various stakeholders involved in a project. This analysis is not just limited to the immediate, day-to-day business functions but also considers the potential impact, positive or negative, that particular stakeholders could have over project outcomes in the mid to long-term. It takes into account qualitative components such as emotions and attitudes, which can significantly affect the project's success or failure.

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Höhepunkte der Präsentation

Analyseprozess

Der Prozess der Stakeholder-Analyse identifiziert zunächst die Schlüsselstakeholder, die an einem Projekt beteiligt sind. Dies sind die Hauptteilnehmer am Projekt, die Hauptinteressenten am Projekt und Personen, die davon betroffen sein könnten, mit oder ohne aktive Beteiligung. Diese Personen oder Einheiten werden dann als interne vs. externe Stakeholder klassifiziert.

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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.

Almost any company can benefit from the Stakeholder Analysis framework. For instance, a tech startup like Uber could use it to identify and prioritize key stakeholders such as drivers, passengers, investors, and regulatory agencies. Understanding the interests and influence of these stakeholders can help Uber make strategic decisions, like where to launch new services, how to price rides, or how to respond to regulatory challenges.

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Nachdem die Stakeholder identifiziert wurden, verbinden Sie die Punkte und setzen Sie sie in den Kontext Ihres allgemeinen Projekt-Blueprints. In welchem Teil des Projektprozesses wird jeder von ihnen beteiligt oder davon betroffen sein? Wie werden sie sich im Laufe dieses Prozesses miteinander verbinden oder voneinander trennen?

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Dann bewerten und analysieren Sie. Dies beinhaltet, wie Stakeholder in die Projektspezifikationen und Geschäftsziele und -erwartungen einfließen.

Schließlich entscheiden Sie, welche zukünftigen Maßnahmen aufgrund der Risiken, Bedrohungen und Chancen, die aus Ihrer Analyse hervorgegangen sind, umzusetzen sind. Führen Sie eine Analyse der möglichen Konsequenzen durch und messen Sie, ob Änderungen daran vorgenommen werden sollen oder nicht. (Folie 3)

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Arten von Stakeholdern

Interne Stakeholder sind Mitglieder innerhalb der Organisation. Sie können C-Level-Executives, Führungsteams, Mitarbeiter usw. sein. Die rechte Seite dieser Folie listet einige gängige Beispiele für jede Art von Stakeholder auf. Bei der Entwicklung Ihres Projekts können Sie diese auch durch die tatsächlichen Namen von Einzelpersonen oder Organisationen ersetzen.

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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.

The Stakeholder Analysis framework aligns with a project's success or failure by helping to identify and prioritize the key players who can influence the project's outcome. It assesses the power, interest, and influence of each stakeholder, which can help in developing strategies to engage them effectively. This can lead to better communication, reduced resistance, and increased support for the project, thereby increasing the chances of project success. Conversely, failure to properly analyze and manage stakeholders can lead to project delays, cost overruns, and even project failure.

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Verbundene Stakeholder sind Personen, die eine wirtschaftliche oder vertragliche Beziehung zur Organisation haben. Dies könnten laufende Geschäftsbeziehungen, strategische Partner, Aktionäre, Lieferanten und Vertriebspartner, Kreditgeber und Finanziers oder Einzelhändler sein.

Im Gegensatz zu internen Stakeholdern sind externe Stakeholder solche, die nicht direkt mit der Organisation verbunden sind, aber deren Präferenzen und Reaktionen auf die Geschäftsentscheidungen und die Entwicklung der Organisation manchmal sehr einflussreich sein können. Auf makroökonomischer Ebene könnte dies die Regierung sein, da sie in der Lage ist, Regeln und Vorschriften zu erlassen, die das Unternehmen direkt betreffen, Interessengruppen, die das Unternehmen fördern oder ablehnen, Medienorganisationen und wie sie das Unternehmen darstellen, oder soziale Gemeinschaften, die lokal oder international engagiert sind.

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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.

Media organizations, as external stakeholders, can significantly impact a company's trajectory. They have the power to shape public perception and opinion about the company. Positive media coverage can enhance a company's reputation, attract more customers, and increase its market value. On the other hand, negative media coverage can damage a company's reputation, deter potential customers, and decrease its market value. Therefore, companies should engage with media organizations proactively and manage their public relations effectively.

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Kunden könnten externe Stakeholder sein. Zum Beispiel könnte das Endziel eines Projekts darin bestehen, die Kosten eines Kernprodukts zu senken. Obwohl die Kunden nicht aktiv an Preisstrategien oder der Entwicklung beteiligt sind, werden sie die Ersten sein, die davon betroffen sind. Nehmen wir an, die Preissenkung hat die Kunden glücklicher gemacht und sie fühlen sich eher geneigt, ihr Geld auszugeben, das würde Ihren Umsatz und Ihre Einnahmen erhöhen. und das Unternehmen könnte am Ende eine bessere Rentabilität erreichen. (Folie 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.

Yes, a good example of a project where Stakeholder Analysis was effectively used is the development of a new software product by a tech company. The project team identified all the stakeholders including the developers, testers, marketing team, customers, and investors. They then analyzed their interests, influence, and power in the project. This helped them to prioritize their needs and manage their expectations effectively. The developers and testers were given the highest priority as they were directly involved in the product development. The customers' needs were also prioritized as the product was being developed for them. The investors were kept informed about the progress of the project. This stakeholder analysis helped the team to successfully develop and launch the product.

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Stakeholder-Matrix

Die Stakeholder-Matrix hilft Managern herauszufinden, wessen Bedürfnisse stärker gewichtet werden sollten, wenn Entscheidungen getroffen und Projektaufgaben umgesetzt werden. Mit so vielen beteiligten Stakeholdern ist es schwer, jeden zufrieden zu stellen, daher sollte diese Matrix verwendet werden, um Entscheidungen zu treffen, die für die einflussreichsten Stakeholder am vorteilhaftesten sind.

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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.

The challenges in using the Stakeholder Analysis framework include identifying all relevant stakeholders, accurately assessing their influence and interest, and managing conflicting interests among stakeholders. These challenges can be overcome by conducting thorough research to identify all stakeholders, using objective measures to assess their influence and interest, and employing negotiation and conflict resolution strategies to manage conflicting interests.

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Die zu messenden Kriterien sind der Einfluss oder die Macht der Stakeholder (auf der y-Achse) und das Interesse der Stakeholder (auf der x-Achse). Obwohl Ihr Unternehmen andere hier nicht aufgeführte Kriterien priorisieren könnte, sind dies zwei der häufigsten Maßstäbe für Bewertungen.

Wenn das Interesse und der Einfluss einer Stakeholder-Gruppe beide gering sind, sollten diese Stakeholder am wenigsten berücksichtigt werden. Überwachen Sie sie einfach, bis ihr Interessenniveau steigt.

Wenn das Interesse des Stakeholders gering ist, aber seine Macht hoch ist, versuchen Sie, ihre Bedürfnisse zu erfüllen und sie zu engagieren, um ihr Interesse zu erhöhen. Dies könnten vermögende Investoren oder eine Gruppe/Person mit dem Potenzial zur Schaffung neuer Partnerschaften und Geschäftsmöglichkeiten sein. Auch wenn sie nicht an Ihrer Organisation teilnehmen, wenn Sie ihnen schlechte Ergebnisse liefern, könnten sie dennoch einen Einfluss haben, also verwalten Sie sorgfältig.

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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.

Stakeholder analysis in project management is crucial as it helps to identify and understand the needs and expectations of major stakeholders. This understanding aids in aligning the project goals with stakeholder expectations, ensuring their support and reducing potential conflicts. It also helps in prioritizing stakeholders based on their influence and interest in the project, allowing for effective communication and engagement strategies. Stakeholder analysis can also identify potential risks and issues that could impact the project's success.

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Wenn das Interesse eines Stakeholders hoch ist, aber ihr Einfluss gering ist, zeigen Sie ihnen genügend Rücksicht und informieren Sie sie über bevorstehende Ankündigungen. Sie können auch ihr Interesse durch ihre Beteiligung in risikoarmen Bereichen nutzen. Diese Stakeholder könnten später großartige Unterstützer mit spielveränderndem Feedback sein.

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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.

Stakeholder Analysis can significantly contribute to creating better end products. It helps in identifying and understanding the needs and expectations of major stakeholders. This understanding can then be used to shape the product's features and functionalities, ensuring it meets the stakeholders' needs. Furthermore, it can help in prioritizing the stakeholders based on their influence and interest in the project. Those with high interest and influence can provide valuable feedback and support, which can be instrumental in improving the product.

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Wenn das Interesse und der Einfluss eines Stakeholders beide hoch sind, sind dies die wichtigsten Akteure für Ihren Betrieb und sie sollten definitiv im Fokus stehen. Sie müssen aktiv verwalten, besänftigen, regelmäßig mit ihnen kommunizieren und sie während des Entscheidungsprozesses um Rat fragen. (Folie 8)

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Stakeholder-Karte

Neben der Macht und dem Einfluss der Stakeholder sind auch ihre allgemeinen Einstellungen und Gefühle wichtig zu überwachen. Kartieren Sie die Einstellungen jedes Stakeholders mit dieser Folie. Auf der rechten Seite sind gängige Stakeholder-Spieler, die mit dem Projekt verbunden sind, aufgelistet, mit Pfeilsymbolen, um zu visualisieren, welche Spieler unterstützend und befürwortend sind, welche neutral und gleichgültig zum Thema sind und welche kritisch gegenüber Ihrem Prozess sind. Diese emotionale Bewertung kann auch potenzielle Risiken aufzeigen, dass bestimmte Stakeholder versuchen könnten, den Fortschritt eines Projekts zu blockieren, weil sie seine Richtung nicht mögen oder die Ergebnisse in Frage stellen. (Folie 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.

Mapping out each stakeholder's attitudes in a project is significant as it helps to understand their general sentiments towards the project. This can provide insights into which stakeholders are supportive, neutral, or critical of the project. This emotional assessment can also highlight potential risks, as stakeholders who are critical may try to block the project's progress if they disagree with its direction or question the results. Understanding these attitudes can help in strategizing communication and engagement plans to manage stakeholders effectively.

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Stakeholder-Analysetabelle

Organisieren und erfassen Sie schließlich Ihre Stakeholder-Landschaft und listen Sie die Schlüsselspieler in einer Kategorie auf. In diesem Beispiel werden Stakeholder nach Beziehung getrennt: Vertragsstakeholder und Regulierungsstakeholder.

Hier können Sie jeden Stakeholder mit einer kurzen Beschreibung ihres Ziels für ihre Beteiligung, ihres Einfluss- und Machtgrades sowie ihres Risikograds verfolgen.

Was die Risikostufen betrifft, so sind Stakeholder mit höheren Risikostufen eher in der Lage, den Erfolg oder Misserfolg eines Projekts zu gefährden. Sie könnten auch eher dazu neigen, Maßnahmen zu ergreifen, die Ihre Endziele schädigen könnten. (Folie 15)

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