9/29/2023

Stakeholders Analysis
#4th Meeting
PPT prepared by Utomo Sarjono Putro

Stakeholder Analysis
To better understand all parties involved and
the issue they consider as ‘problematic’

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Review – Step 1: Look

(Building the big picture)
1. Setting the stage
– Identifying stakeholders (“purposeful sampling” based on the extent to
which a group or individual is affected by or has an effect on the
problem or issue of interest)
2. Look
– To gather information to extend understanding of experience and
perspective of the various stakeholders (qualitative in nature);
– The purpose is not to hypothesize answers to research questions, but
rather:
• Seek to understand how and why things happen the way they do.
• To reveal the reality that makes up people’s day to day experience, bringing
assumptions, views, and beliefs out in the open and making them available for
reflection.
– Primary data in AR:
• Interviews, Focus groups, Participant observation, questionnaires, documents,
records and reports, surveys, and the research literature
– Create joint perspective by meeting with all the stakeholders 
“rich picture”

The Big Picture

To better understand the whole purpose of your MBA Thesis...

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The Three Roles of Stakeholder

Client Problem Solver Problem Owner

Cause the interaction to take place Defines & undertakes Individual/group nominated by PS
Between situation & problem-solving intellectual activity considered as
leading to the potential owners of problems
Provides finance; defines ToR formulation of recommendations Provide useful insights

e.g. The VP of Company This is us as a researcher!

e.g. The mgr/spv as our
The concept of
formal peer in company
“research-with”

Problem solvers Problem owners

Problem definition

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Example Stakeholders’ interests:

Case of Mc Donald in Ookayama, Tokyo

Identify how each of the stakeholders recognizes and perceives the situation

MacDonald at Ookayama

• Suffering from decrease of the customers.

• They contacted you.
• What to do?

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MacDonald at Ookayama

• Identify subjective meaning of each

stakeholder about MacDonald at Ookayama.
• For you, “what sort of system is
MacDonald at Ookayama?”

Various Understandings

• Customers
– A good place to kill time.
– A waiting spot for my boyfriend
– A convenient place to enjoy a chat with a friend while my bay keeps
silence with some food.
– A spot for changing my mode from work to family on my way home
(salary man)
– A cozy area where I can read a paperback with coffee

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Various Understandings

• Employees (part time, high school students)

– A good place to earn some money after school.
– A good place where I can make boy and girl
friends.
– A convenient way for learning how to work after
my graduation.
• Shop manager
– A step for the next promotion
• Shop owner
– A way to make profit by using this building

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Various Understandings

• They are all relevant descriptions of MacDonald at Ookayama.

Business Man

A salary A salary
man with man with
business family
mode mode
MacDonald at
Ookayama

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A high school student: part-time worker

A high A high
school school
MacDonald at student
student
Ookayama with pocket
with small
money
allowance

Problem Definition: Accommodated

• With the employees joyfully working for

satisfying wage, the system supports the
customer get comfortable by providing
foods and service.

A customer who A customer

want to get MacDonald at who got
comfortable Ookayama comfortable

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Example: Value Co-creation to improve

Tourism in Solo
Research Question:
How to co-create value of
stakeholders in Batik
Industrial Cluster (Laweyan Various issues are generated from the
and Kauman) to promote preliminary interview that have been
social value through
collaboration and
conducted in Solo with the stakeholders.
cooperation to improve But not all of those issues become their
tourism in Solo. concern.

Attracting Local
Increasing Batik Utilization of Urban
and International
Tourist Value Spatial

Mori fabric
supplier

Standard and
Fulfillment of Raw Event and Program
Supporting policy
Material about Clothing about Batik

Tourism
Laweyan and Education
and creative Kauman Batik and culture
economic entrepreuners agency
agency Integrated Tourism

Tourists

Rich Picture Value Co-creation to improve Tourism in Solo

Tourists

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Exercise!
• Identify
Stakeholders Problematic Situation:
• Identify Flood in Jakarta
Stakeholders’
Interests

Complexity of Participants
Conflict Level of PARTICIPANTS

UNITARY PLURALIST COERCIVE

Have similar values, Basic interest are Have few interest in
beliefs and interest compatible common
They are share Do not share the Free to express them
common purposes same values Conflicting values and
and and beliefs. beliefs
are all involved, Debate, Compromise is not
in one way or another, disagreement, possible
in decisions-making even conflict can and so no agreed
take place to found objectives direct
about how to realize accommodations
their agreed and compromises. action.
objectives.

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BRAINSTORMING
 Brainstorming is an approach to generate many ideas from a group of people.

The best way how to have a good

idea is to have many ideas“

Alex F. Osborne, 1939

method of thinking up solutions, concepts, ideas
in problem solving
using the brain to storm new ideas in groups
“It is easier to tone down a wild idea than to think
up a new one.“

BRAINSTORMING

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Why and When Use Brainstorming

• The creative process is not always easy (problems of fear, criticism, no existing
solutions yet)
• One person has a limited capacity
• People tend to judge new ideas immediately (a change is difficult for a human
being)

Creative thinking require appropriate tools !

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How to Do Brainstorming

a. Structured Brainstorming b. Unstructured Brainstorming

(one-at-a-time-method) (open-door)

c. Silent Brainstorming
(write-it-down)

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Structured Brainstorming
(one-at-a-time-method)
• Solicit one idea from each person in the sequence
• Participants who do not have an idea at the moment may say pass
• A complete round passes ends the brainstorming session

Advantage:
• Each person has an equal chance to participate, regardless of rank or
personality
Disadvantage:
• Lack spontaneous and can sometimes feel rigid and restrictive

Unstructured Brainstorming (open-door)

• In Unstructured Brainstorming (open-door)

• Participants simply contribute ideas as they come to mind
Advantage:
• Participants can build off each other’s ideas.
• The atmosphere is very relaxed
Disadvantage:
• Less assertive or lower ranking participants may not contribute

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Silent Brainstorming (write-it-down)

• Participants write ideas individually on sticky-back notes/ small slips of paper
• Collect the papers and post them for all to see

Advantage :
• prevent individuals from making disruptive analysis and comments during
the session.
• Provide confidentiality.
• Prevent a group from being unduly influenced by a single participant or
common flow of ideas.
Disadvantage:
• Group losses the synergy that comes from an open session

BRAINSTORMING: Rules of Brainstorming

No criticism Allowed Welcome piling on
 People automatically tend  Piling-on occurs when one
to evaluate each suggested members idea produces a similar
idea - their own, as well as idea or an enhanced idea.
others.  All ideas should be recorded.
 No criticism
 No negative comments

Go for quantity Welcome wild ideas

 People must experience  Outrageous, humorous, and
brain-drain before seemingly unimportant ideas
the innovative, creative should be recorded.
ideas can surface.  It is common for the most off-
 Therefore, the more ideas, the-wall idea to be one wherein
the more likely they are to lies the solution for the problem.
be quality ideas.  The sky is the limit.
MD ASIF AKBARI SHEHZAD HUSAIN
BRAINSTORMING

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Steps of Doing Brainstorming

1. Selecting a group of
three to ten participants
with different backgrounds.
2. Posing a clear problem,
question, or topic to the
group.
4. Discussing, critiquing,
3. Asking the group to
and possibly prioritizing the
generate solutions or ideas
brainstorming results for
with no criticism or
later action. This last step is
attempts to limit the type
often called the
and number of ideas. This
“convergent” phase where
is the “divergent” phase in
there is a winnowing of all
which you want as many
the ideas into the ones that
ideas as possible without
are judged as most
any censorship.
applicable to a problem.

Strength of Brainstorming
Brainstorming has a name
recognition.

Provides social interaction—

people like to work together Provides ideas that may not
in groups to solve surface any other way.
problems.

Is a democratic way of
generating ideas (assuming
Provides many ideas
that particular people don’t
quickly.
dominate and you have a
good facilitator).

Requires few material

Is a useful way to get over resources. Paper, pens, sticky
design blocks that are holding notes, and tape are about all
up a project. you need unless you are doing
remote brainstorming.

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Weakness of Brainstorming

May be difficult in some

Requires an
experienced facilitator
who is sensitive to group
dynamics and social
pressures and not afraid
to note violations of the
ground rules.
Can be chaotic and
intimidating to the quiet
or shy person.
corporations, countries,
or cultures where “wild
Sorting through
ideas” could be viewed
hundreds of ideas and
as inappropriate
choosing the best ones
because those ideas are
can be difficult.
contrary to corporate
initiatives or cultural
norms.

The focus on the Status or experience

quantity of ideas can be Can reduce individual differences among
derailed easily by recognition for good participants can reduce
criticism or poor ideas. brainstorming
facilitation. effectiveness

Six thinking hats can be used as a way to

brainstorm the symptom to generate
problem

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Rich Picture could capture the rich of situations

• Rich pictures are collections of Researcher

images, symbols, and text that
represent a situation or issue Symptoms
from the point of view of the
person who created it.
• Its cartoon-like representation
• Rich pictures can record and
build insight into situations.
• It can be thought of as a
graphic summary of the
physical, conceptual,
and emotional aspects
of a situation.

Gambar: hasil penelitian (Novani, et al.)

Brainstorming and Rich Picture

To use Rich Pictures to maximum effect, they should be introduced at a workshop. This could be a brainstorming
session, in which case it is used in the first meeting when ideas are created. In other workshops it is used in the
early stages when we are trying to identify the nature of the problem and are establish a collective understanding
of what the problem is.

Every stakeholder is asked to draw their own Rich Picture of their perspective of the requirements or problem in
the workshop. People are free to discuss these pictures among themselves, exchange and share them.

It is useful if each stakeholder explains their own Rich Picture to other members of the workshop. This enables a
greater understanding of each person’s perspective of the problem, which is the prime objective of using Rich
Pictures.

From this common understanding a single definition of the problem can be agreed upon. There may be a need for
negotiation and compromise among stakeholders, but at least a common understanding of the problem will be
achieved.

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What is Rich Picture?

a. Rich pictures
can record and
build insight into
situations.
b. It can be
thought of as a
graphic
summary of the
physical,
conceptual, and
emotional
aspects of a
situation.

https://industritelkomgambris04.files.wordpress.com/2014/05/rich-
picture-fix1.jpg

BENEFIT OF RICH PICTURE

▪ Rich pictures are often used to describe complex situations or issues.

▪ Used before analyzing a situation, especially when we don't know which
part is important.
▪ Rich pictures help to show which parts should be considered structure
and which parts should be considered process.
▪ Rich pictures is an attempt to summarize the important points of a
situation in words and pictures.
▪ Rich pictures can be very important to communicate issues between
groups that have different cultures and languages.

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Rich Picture: Where and when?

The group or team struggle to reach agreement on what is the situation of

interest to explore or cannot define clearly the problem or opportunity.

The situation of interest is likely involves significant human activity

The situation cuts across several departments or functions within an organization

You consider large elements of an organization

HOW TO MAKE RICH PICTURE USING

BRAINSTORMING

1. Use sheets of paper, symbols, pictures,

words to describe or create a mind map of
the situation in focus.

2. Start by asking people to list all the entities

involved.

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Rich Picture Symbols

• Who does it?
• group or team who have different perspectives on a particular situation.

Major components represented

in rich pictures
Stakeholders: people who are involved or influenced by system, including interests,
interactions, and connections.
Structure: Part of stable situation and slowly changes. This part includes things such as
organizational structure, geographic location, physical layout, and everyone who is influenced
by the situation.
Processes: Transformation occurring in the structure. Process leads to changes in system,
changes can be in form of product flow, documents, or data.

Concerns: Issue representing the willingness of actors to be involved in a situation. This part
reflects perceptions from actors.

Yourself: You must get involved into a situation and clearly mention distinctively the role and
responsibility.

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Example: Components in Rich Picture

This RP is intended to capture the viewpoints of
• The employees that work in it;
• The customers that frequent it; and
• Indirectly involved stakeholders such as
the community, the police, and other pubs
in the vicinity.

The structure described is a brewery,

owning a pub, having a landlord and customers,
and situated in a community.
The processes depicted are transformations of
goods, money, and enjoyment.

THINGS TO BE CONSIDERED
• Rich Picture is drawn freely, may use block images, cartoon characters and
others
• Rich Picture is not a description of a system, but a painting of the situation of
the system, so don't draw it as a sequence of processes or system structures.
If the Rich Picture created looks like a flowchart, precedence diagram or
process flow, it needs to be improved.
• Each image item does not have to be linked to one or more other image
items.
• Arrows are useful for showing relationships (causation, precedence, etc.) -
however, overuse of arrows may inadvertently form an image of the structure
of the system.

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The Amateur Dramatic Society Rich Picture

What might the society do about this situation?

council grants

amount of money
available for
performances
members

administrative tasks

#Dramatic society=a society provide performance to local community

#Administrative tasks such as looking after the money or selling tickets to their performances https://irm.com.au/rich-pictures/

The Amateur Dramatic Society Rich Picture

What might the society do about this situation?

At the bottom left we

see the local
community who are
deciding whether to
join the Dramatic
Society, or invest their
time in other clubs or
activities that are on
offer.

The ellipse on the bottom right shows the Society. The

members in red and orange are happy when they are
performing. They are not so happy when they have to
do administrative tasks such as looking after the money
or selling tickets to their performances. On the left we
see that the amount of money available for
performances is declining.
On the top right we see the source of funds in the form of
council grants available to societies that offer activities in the
community. The Amateur Dramatic Society must be attractive
to new members so that they will receive a healthy grant from
the council.
https://irm.com.au/rich-pictures/

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Customer Booking at Travel Agent
What are issues important for the travel agent?
Customer Booking at Travel Agent
In the centre we have a pin person which represents the
travel agent. We have two-way arrows which indicate the
interaction they have with other parties. On the top right we
have new customers. New customers ask where should I go,
when should I go, how much will it cost. The travel agent
must provide much more fundamental answers to questions
from new customers and be much more of a mentor to
them.
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https://irm.com.au/rich-pictures/
The routine jobs of the travel
agent are to book seats, book hire
cars, organise visas, provide travel
insurance and currency
conversion to their customers.
These provide extra income to the
travel agent, the more value-
added services they provide to all
of their customers.
For experienced customers in the top left, the travel agent has
less to do. The experienced customers know what they want,
where they want to go and how they want to get there. The
travel agent must be aware of the tastes and preferences of
their returning customers.
https://irm.com.au/rich-pictures/
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Call Centre Operations in a retailer

Could you identify the problems of the call centre?

newsletters

sales over time

Call centre

advertising
calls answered over time

https://irm.com.au/rich-pictures/

Call Centre Operations • The green pin person in the call

centre provides sales support to
the customers and new
prospects. Their job is to provide
a good deal.

• Other messages that can be sent

to customers and the public in
general, are information in the
form of newsletters or
advertising. These are shown by
the blue arrows at the top and
bottom.

• Also illustrated are the graphs

that monitor these activities. The
green graph at the top shows
sales over time. The red graph at
If there is a problem that they
the bottom shows the number of
There are two types of activity illustrated. The first one is cannot solve, they will refer
calls answered over time. These
illustrated by the pin people in red within the box that difficult problems to level 2
are normal performance
represents the call centre boundary. Front-line support support. If level 2 support cannot
measures we would expect to be
answers calls from customers using IVR to provide technical provide a solution, the problem
used within a call centre.
support to their customers. Their customers can be individual will be escalated to the vendor
customers, or business customers. that developed the product the
customer uses. https://irm.com.au/rich-pictures/

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Exercise: Identify components and explain the

problematic situation descried in this RP

Answer:

1. Components:
a) Structure
b) Process
c) Stakeholders
d) Concerns
2. What issues faced by the city hall?
3. What should the city hall do?

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Assignment #4
Group Assignment
1. Please read the following cases (case 1 and case 2)!
a) Identify weaknesses of the Rich Pictures in the cases, so that they can
describe better the business issues.
b) Propose improvements of the rich pictures!
2. Draw rich picture of your business issue!

Case 1

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Case 1

Case 1

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Case 2

Case 2

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Case 2

Thanks

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Research Questions
(Based on root cause)

Process/Cause
Present State Desired State
effect Diagrams

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