References: 181. Major Participants and Stakeholders Mission statement of British Red Cross (BRCS) has is to be the leading voluntary provider of different emergency services, rescue and restoration services for the people in need around the world. BRCS has its clear vision that is to be the “certain sign of hope incrisis”. BRCS adopted its mission and vision in 1998 and it was highly promoted among the masses and stakeholders to build a strong brand and corporate image. BRCS has approved and reviewed its relations with government sector very precisely after the adaptation of its mission and vision.
It is shown in research that 83% of contacts in BRCS in 1999 were with the local governments. Besides this BRCS’s international division also had strong governmental contacts from its own platform too. BRCS also developed strong societal partnership with national government and Scottish parliament along with assemblies of Ireland, Wales and other regional areas. BRCS struggled a lot to develop a stronger relationship with general public also. British Red Cross (BRCS) enjoys a strong and valuable reputation among its stakeholders. Both internal and external stakeholders have a firm belief that BRCS has implemented its mission very successfully wherever it started rendering its services.
Main stakeholders consist of two categories e. g., Internal and External. Table 1Stakeholders, according to importance are of four types. One, those with high understanding and intellectual awareness about organization and its corporate role. Two, those with low level of intellectual understanding about organization. Three, stakeholders with high emotional commitment and Four, stakeholders with low level of commitment for corporate objectives and mission. BRCS has all levels of stakeholders. BRCS at present has 21 region with 4 territory offices support the areas.
BRCS’s board consists fifteen trustees with five females in it. Presently young and ethnic groups are not given representation at board. Despite all BRCS has a constant struggle for the change management in a better way. Organizations work for the constant growth and business development always. They pass through various ups and downs; these changes mostly are adjusted accordingly if these are not big ones. But in case of major changes due to any reasons organizational development is a normal outcome.
Evolutionary changes are permanent in business, which take place at a normal pace, whenever various changes take place out of this normal course of business. Changes brought into business life by competitors, economy or any other external and internal factors may create a major disturbance or upsets in organization. To nullify the effect of these changes, companies make specific protective and corrective efforts; such efforts are labelled as change management in short. Other than enforced changes many times organizations also plan to change organization’s potential, profitability, image or value. When such changes with the help of a strategy are applied, problems also occur and people show their disapproval or dislike that is called resistance to change.
Before we discuss the details of these four levels of stakeholders, let us see the main contributing stakeholders in the structure of BRCS. Stakeholders can be divided into two main groups i. e., internal and external.