144
Global Compact International Yearbook 2013
As a global player in the field of trans-
port-related engineering, MAN faces a
variety of very different expectations
from its stakeholders. Taking these into
account builds trust and acceptance.
The Company is therefore guided by
the expectations and opinions of those
stakeholders with whom it maintains a
close relationship: customers and em-
ployees; suppliers and other business
partners; analysts and investors; sci-
ence and government; municipalities;
and NGOs. They give MAN important
input for its corporate responsibility (CR)
strategy, helping identify opportunities
and risks, align products with customer
needs, and harmonize business processes
with the interests of society.
MAN conducts an intensive dialog with
its stakeholders to exchange information
and ideas and proactively learn about
their requirements and expectations.
Here the Company uses a variety of chan-
nels – from stakeholder and customer
surveys to a presence at international
trade fairs and joint research projects
with universities.
2012
Stakeholder Survey
Since 2010 MAN has conducted and
continuously expanded an annual inter-
national web-based stakeholder survey
which delivers detailed insights into
stakeholder expectations. Responses in
2012
showed that the more success-
ful MAN’s CR activities are, the higher
stakeholder expectations become. Of the
approximately 600 stakeholders selected,
around 40 percent took part in the survey.
One-third of the participants were from
Germany, followed by China (19 percent)
and India (9 percent).
MAN
Stakeholders present companies with very different challenges. The MAN Group responds
by inviting stakeholders to communicate their expectations and opinions. To this end,
MAN conducts systemized surveys every year and discusses specific issues with selected
stakeholders. As customers represent a very important stakeholder group for MAN and
also have a major influence on whether efficient products are used, they are central to
our corporate responsibility activities. In 2012 we further intensified our dialog with
customers at the two leading trade fairs for our industry, IAA Commercial Vehicles and the
SMM maritime trade fair.
Top five challen­-
ges for MAN
Source: MAN 2012 Stakeholder Survey.
The arrows indicate how the issue was
rated in comparison to the previous year.
1.
Resource conservation
(74
percent)
2.
Climate change
(67
percent)
3.
Diversity and equal opportunity
(42
percent)
4.
Globalization
(40
percent)
5.
Urbanization and megacities
(36
percent)
Customer Dialog Drives
Sustainable Product
Innovations
By Yvonne Benkert, MAN