Multiple Stakeholder Management and Corporate Reputation in South Africa

Abstract

This article investigates senior managers’ perceptions of stakeholders and the importance of multiple stakeholder management in the world’s second largest beer producer. There are unique issues in this industry as they produce products that cause chronic harm to society if misused. A qualitative research design was employed. We interviewed senior executives to establish their awareness levels and importance of different stakeholder groups that influence the operations of that organization. The corporate identity, corporate reputation, and stakeholder theory literatures are reviewed as they inform this study. Our findings showed that a number of senior managers did not understand the concept of stakeholder theory and they failed to identify some important stakeholder groups. Implications for managers in all organizations are discussed and recommendations are made.