Stakeholder engagement has evolved. Many companies are seeking to engage stakeholders more closely as they develop business strategies for their organizations. The Apple Company has equally been consistent in its engagement of stakeholders such as customers, communities, and governments within which it operates. This engagement of stakeholders in the Apple Company is likely to intensify in the next ten years. The company will shift from using stakeholder engagement as a mere diplomatic approach toward deeply integrating stakeholder opinions into the company’s strategy development and strategic decision-making (DeKluyver2012). Stakeholders will be integrated into the business in a more collaborative, strategic, and inclusive engagement framework.
It is evident that the nature of the smartphone industry is quickly evolving as largely driven by the changing needs of the customers. Companies that will survive the competition in future are those that can anticipate changes in consumer needs and hence integrate such changes in their products early enough (Gregory & Austin, 2014). Such anticipation will require the Apple Company to work closely with the customer as the major stakeholder and hence integrate their opinions and requirements in the development of new products.
Moreover, communities are also increasingly requiring companies to engage them in strategy development. In the information age and the expanding social media usage, the image of a company to the public has a great impact on its success (DeKluyver2012). Therefore, Apple is likely to engage communities more closely on issues that affect them such as environmental conservation, employment creation and issues of climatic change. The concerns of the community will largely be integrated into the company’s operational model.
The two examples above among others demonstrate how stakeholders will largely be involved and integrated into the operations and strategic management of the apple companies. The success of Apple will be determined by the extent to which it collaborates with and integrates the ideas of major stakeholders into its business operations in the next ten years.
DeKluyver (2012). Chapter 11 Epilogue: The Future of Corporate Governance, pp. 185-200.
Gregory, H. J., & Austin, S. (2014). Corporate Governance Issues for 2015. Retrieved October 8, 2018,