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Summary SHORT RESUME PROJECT 2

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PASS YOUR EXAM with this brief summary of the 2nd year course Marketing for Business Administration. It contains all the important material you need to know before the exam.

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Lecture 1 – Business analysis for responsible organizations
Responsible organizing is about creating multiple types of value simultaneously. This
is a complex system, system approaches (theories) help understand these. There
are system approaches (theories) that help to understand these complex systems.

Responsible organization = organization that considers multiple value creations for
stakeholders (not only profit, also societal). It is based on:
Stakeholder theory = interconnectedness between organization and its stakeholders,
organizations should not only create value for shareholders, also stakeholders
System lens = the view that a system is an interconnected set of elements that is
coherently organized in a way that it achieves something

The system approach is about seeing the system as a whole, seeing interrelations,
seeing feedback (loops) and spotting non-linearities or delays.

Lecture 2 – Basics of system dynamics
System thinking = the whole perspective, language, and tools to understand systems,
a problem in a system is in the system, caused by own behavior
Conventional thinking = the original way of thinking about systems, hard approach

System consists of three things: elements (tangible or intangible), interconnections
and a function or purpose (most important, but hardest one to see)

Tragedy of the common = when a resource is used unlimited  resource exhausted
Solution: set quotas or other limitations

Dampened oscillations = delay
Oscillation = object in system moves back and forth, returns to initial state after while
Dynamic equilibrium = inflow and outflow balance themselves, the stock is constant

Integrated reporting framework = framework of how organization creates value (short
and long term), insight about resources and relationships and evaluating
performance in context of environment, it reports both financial and nonfinancial.

Important is: capitals (green), business
model, and value creation




Integrated report six capitals = six resources that companies should include in
report(green:
 Financial (investments)
 Manufactured (buildings, equipment’s)
 Intellectual (knowledge-based intangibles from employees)
 Human (people’s competencies, motivation)
 Social and relationships (with community in which firm operates)
 Natural (renewable and non-renewable environmental resources)

, You have to take all six capitals into account, all needs to be good!!(not just financial)

Functions of stocks:
 Stocks act as delays, buffers, or shock absorbers. Because, even when inflow
or outflow changes radically, the stock will take time to change.
 Also, stocks allow inflows and outflows to be independent and temporarily out
of balance, there will always be an amount in the stock.

Reinforcing feedback loop = leads to exponential growth or exponential decline, it’s
the same as positive feedback loops




Balancing feedback loop = leads to goal seeking behavior, one stock is desired level,
it’s the same as negative feedback loops




One of the most common system structures, is when you have two-goal seeking
feedback loops, one reinforcing and one balancing. There is always one loop that
dominates the other (mostly the reinforcing one at the inflow side).

A delay in a balancing feedback loop makes a system likely to oscillate:
Delay in the inflow  increase inflow  outflow decreases (bc delay stock too high




Lecture 3 – Stakeholder theory and system dynamics
Stakeholder theory = analyze the relationship between a business and the groups of
individuals who can affect or are affected by it
Stakeholders are all connected, so stakeholder interests are joint  serving
stakeholder is the best long-term strategy

Primary stakeholders: customers, employees, suppliers, financiers, communities
Secondary stakeholders: media, government, competitors, special interest groups

Stakeholder interests are joint. Serving these, is best long-term strategy.


Salience model = guidelines on how to map, manage, and engage with stakeholders.
Eight stakeholders with two categories:
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