Stakeholder engagement
A Kellogg's case study

Page 1: Introduction

The Kellogg Company is the world’s leading producer of cereals. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products. Kellogg’s market leading position and reputation is built on its commitment to ethical business practices and its values-based culture. Business values identify the beliefs...
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Page 2: Interacting with stakeholders

Stakeholder engagement, building two-way relationships with its stakeholders, is a key aim for Kellogg’s. Two-way relationships help build trust between Kellogg’s and its stakeholders. Each stakeholder group has different needs. Engaging with each group individually helps Kellogg’s ensure these needs are met. As with any business, its owners are a major stakeholder group...
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Page 3: Internal stakeholders

Internal stakeholders are those within an organisation who have a key interest in the organisation’s decisions. Kellogg’s key internal stakeholders include employees at all levels, all over the world, and shareholders. Both groups are integral to the success of the organisation. Employees carry out the day-to-day activities which enable the company to operate globally. Shareholders...
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Page 4: External stakeholders

External stakeholders are ones who are outside of the organisation. Kellogg’s key external stakeholders include customers, suppliers, communities and charities. Kellogg’s uses a variety of communications approaches to engage with its different external stakeholders. For example, regular case studies in The Times 100 help the company to engage with young people through educational...
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Page 5: Communities

Engaging with and improving the communities in which it operates is an integral part of Kellogg’s operations. The Kellogg Company prides itself in its legacy of behaving ethically and supporting CSR initiatives. Kellogg’s founder, W.K.Kellogg, used his fortune for the benefit of mankind. Kellogg’s seeks to continue this legacy by making a difference in the communities in which it...
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Page 6: Conclusion

Kellogg’s business strategy is stakeholder-focused. The company’s decisions and actions are all made with the best interest of its stakeholders at the heart. Engaging with both internal and external stakeholders creates two-way communication that brings benefits to both Kellogg’s and to each stakeholder group. Although Kellogg’s engagement initiatives have huge cost...
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