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Chapter 5
A new design methodology
Coping with the complexity of the stakeholders network
An important aspect of the analysis of complex environments as mentioned in the
literature [Enserink, e.a., 1999] is the insight in the range of involved stakeholders,
including their interests and perceptions of the situation. Based on that information the
stakeholders network can be analysed regarding the interdependencies, balances of power
and relationship dynamics. Such an exploration of the customer’s environment is called a
stakeholder analysis (note that stakeholders can be individual people, departments or
organisations who are involved in the total project). The results of a stakeholder analysis
support the engineers in handling the following aspects of the complex network situation
in the sales phase:
• Multiformity
The customer exists in all cases of more than one person and, in some cases, of
more then one organisation. Understanding of what is going on in the customer’s
environment and predicting the reactions of the different stakeholders on the
proposed system characteristics, helps Vanderlande Industries to deal with the
threat of multiformity. This threat is the possibility that stakeholder(s) to whom the
system is fit, do not have enough power to make (purchase) decisions [Bruijn, de,
Heuvelhof, ten, 1994]. Besides, it helps exploiting the opportunity of multiformity,
being the possibility to get awarded with the contract, even with just a small effort,
because the right stakeholders were satisfied (touch the right chord).
• Uncertainties
In an early stage of the sales phase, the stakeholders themselves often cannot make
their requirements and performance indicators clear. A stakeholder analysis can
then support the concerned Vanderlande Industries employees in weighing the
different factors impact and therefor their importance/priority to the stakeholders.
• Interdependencies
All the stakeholders who are involved (or can be involved!) in the system decision
making process are in some way related to each other. Being aware of the
interdependencies between the stakeholders (organisations, or different layers
within one organisation) offers Vanderlande Industries the opportunity to influence
the actions of stakeholders via other stakeholders.
• Strategic behaviour
If Vanderlande Industries knows all real interests of the stakeholders, it is possible
to anticipate on strategic behaviour of the stakeholders. It helps coping with aspects
like dual agendas.
• Different perceptions
When the Vanderlande Industries engineers are able to project themselves in the
position of the stakeholders who are involved, they can recognise the different ways
of looking at a problem and its possible solutions.
• Closeness
Every individual and every organisation communicates in a different way with the
“outside world”. Some are extrovert, communicating and sharing information with
their environment. Others are introverted, keeping all information as much as
possible for themselves. Understanding how the stakeholders communicate, with
external stakeholders but also within the organisation it self, helps
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