Stakeholder Analysis of English Heritage

This assignment involves analyzing the stakeholders of English Heritage using Mendelow's Stakeholder Mapping Model. The stakeholders are categorized into four groups based on their interest and power levels: high-power, high-interest; high-power, low-interest; low-power, high-interest; and low-power, low-interest people (Monitor). The analysis includes potential conflicts between stakeholders and the importance of monitoring their levels of interest or power in the context of the organization. The assignment also references relevant literature and publications related to English Heritage and cultural heritage management.

English Heritage

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
This assignment is based on English Heritage, which takes care of historical monuments
in order to preserve them for future. The enterprise is a registered charity that manages the
National Heritage Collection of United Kingdom (Murzyn-Kupisz and Działek, 2013). This
comprises more than 400 of England's historic buildings, monuments and sites which are being
preserved for more than 5,000 years of history for current and future generations. Company was
established in 1983 and is headquartered in Swindon, UK. This assignment gains knowledge and
understanding of how the organisation is structured, governed and managed. It also identifies the
key stakeholders of English Heritage. Also, by using relevant theory, evaluation of level of
power and interest of these stakeholders is done.
TASK 1
Overview of English heritage
English heritage is a charitable company which works for managing and caring historic
buildings, sites and monuments who are present in the nation from more than 5000 years. This
company is managing approximately 400 historical places and sites. This company was
established in 1983 and headquartered in Swindon, United Kingdom. The company mainly aims
to make historic places safe so that future generation will not only see it in books. It can be said
that this will help people in realising how much beauty is available in their own country. Along
with this, the activity for preserving historical monuments also increases flow of tourism in the
country. The company is using skilled employees who work as a volunteer so that they can
manage every activity effectively. In this, Board of trustees mainly delegates responsibility
among the volunteers which helps them in performing special work that is preserving
monuments of the company.
Preventive measures taken by English Heritage for improving sustainability
Every organisation aims to increase sustainability whether they belongs to any private
sector or public one. It is responsibility of the every organisation to monitors its operational
activities as well as work of employees. It is essential for the organisation to perform their work
effectively in order to avail best class services to the customers. Along with this, it is important
for its all volunteers to get effectively training and instruction from the senior authority which
will helps them in improving their skills that can contribute in influencing interest of visitors
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during their visit. Certain preventive measures which are adopted by English Heritage in
improving its sustainability are described as below:
Valuing volunteers: English Heritage is presently owning approximately 3000
volunteers which are playing their job responsibility very effectively. Board of trustees of this
organisation are giving more preference to the volunteers in order to make them understand they
are considered as the valuable asset of the company. It can be said that this preventive measure is
helps organisation in improving its sustainability as its volunteers are satisfied and as a result
they will perform their job responsibility in more effective manner. This also improves their
working pattern when they are handling visitors at the site locations.
Collaboration with local communities: Another preventive measure which is taken by
English Heritage is collaboration with the local community which belongs to the place where
some historical moment had took place. This helps organisation in conducting an effective
research about the history which they executed. As a result, it helps volunteers in knowing true
information regarding historical stories. This gathered information is helpful for the company to
use all of the knowledge while sharing similar information with the customers or visitors. It can
be said that this will contribute in satisfying visitors at highest level which will be influences
sustainability ratio of English heritage in positive manner (Fulford, Champion and Long, 2013).
Mission and strategic objectives
Main objective of English Heritage is to preserve historical building and sites so that it
will remain safe for the future. The aim of the company is to change the thought of people to
learn about their heritage in books. They believe in giving high range of experience to the
visitors by availing them similar place to visit where history was happened in the past. It also
helps visitor in valuing the experience, imagination, fun, responsibility and quality. The strategic
objective of the company is to make the people of England experience where the actual story of
England happened in the past years. This objective of the company can be executed with the help
of skilled and talented volunteers. The company also believes in providing authentic details of
historical places to the visitors as they completely avoids fictions and other irrelevant stories
which might change the track of customers imagination. Hence, for this its volunteers conducts
an effective for finding out true stories about history.
Acknowledgement charity status
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English heritage is operating its operational activities in England that belongs to
charitable sectors. This organisation is taking care of approximately 400 historical monuments,
locations and site which are considered as great symbol of the historical which are executed in
the same country. The company also conducts various activities for raising fund in order to
contribute some amount for preserving historical monument (Heritage, 2012).
Corporate governance
Corporate governance refers to set of rules and system through which an organisation is
monitored and controlled. It makes an specific balance for the company in order to balance its
stakeholders that is customers, financiers, trustees, community and many more. In relation to
English Heritage, it can be said that the company requires good level of corporate governance.
As the government of England is investing some amount of money in the same company so that
this organisation can secure maximum number of historical places. It can be said that, all the
activities of English Heritage is monitored by its board of trustees who are appointed for 4 years.
These trustees also get training from all the senior management team. After completion of the
training duration, these trustees monitors all the activities are performed by volunteers.
In addition to this, activities of English Heritage are also monitored by0 the government
as this firm is executing its activities for the social cause that is preserving historical places. For
this, the company is collecting funds from the local citizens, private companies, residential area
and business places who can contributes in attaining targeted goal that is desired fund which is
used by the company for preserving social responsibilities. This collected fund is monitored by
the government that it is further used for the similar objective or not.
Implications of observing the standards
Implementation of all the corporate governance activities is considered as an important
activity. As if these activities are not implemented properly then it might impact negatively on
performance of English Heritage. As per the evaluation, it can be said that this company has
implemented corporate governance activities effectively. Because as per the observation, it has
been seen that all trustees as well as employees are performing business activities effectively in
the firm. They also avail high quality of services to visitors and also make them feel real life
experience of historical (Heritage, 2015). It directly converts visit of travellers enjoyable that
helps them in making their trip memorable. Along with this, it increases their interest toward the
services of company more effective which makes them realising actual history of England.
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Conclusion
As per the above mentioned information of English Heritage, it has been identified that
this company is mainly taking care of historical places, monuments, and other site locations of
England. It includes preventive measures such as valuing volunteers and collaboration with local
community which are taken by company in order to improve its sustainability ratio. It has been
seen that mission and strategic objective is to avail best experience to visitors when they visit
historical places. It has been observed that with the help of corporate governance charitable
companies can improve their services which are offered to customers.
TASK 2
English Heritage is a registered charity responsible for managing the National Heritage
Collection. The trust cares for over 400 historic buildings, monuments and sites including world
famous prehistoric sites, grand medieval castles, Cold War bunker, Roman forts on the edges of
the empire etc. Through these, the company brings life to the historic story of England for more
than 10 million people every year.
Overview of functioning:
English Heritage works with public limited companies to offer recommendation on the
management of areas which like local improvement framework, giving advices on planning
policies. Also, the company works for ensuring security, maintenance and management of the
heritage forts. The organisation works along with the help of local authorities to manage historic
atmosphere of different locations. The current responsibilities and duties of English Heritage is
to protect the expensive history of UK for current and future generations. The government of UK
spends £80 million for the company so that it can take measures to preserve the heritage of
England. With the help of this investment, company utilises the finance to increase the funding
of third party (Heritage, 2013). Such parties aid the company in protecting the heritage buildings
and places of country. Organisation also gets benefited by legislative laws as they apply all the
rules and regulations prescribed by government for heritage organisation during the preservation
of heritage places.
Stakeholders:
Stakeholders are those individuals or group of people that influence or are influenced by
policies, decisions and objectives of company (Yung and Chan, 2012). These are the persons,
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group of individuals or financial institutions that possess an interest or concern in the
organisation. Some examples of stakeholders are owners, shareholders, investors, customers,
government, financial institutions, banks etc. Key stakeholder is a subset of stakeholders who
possess the power to encourage or prevent an organisation in achievement of desired results. In
relation to English Heritage, the key stakeholders identified are owners, Board of Trustees,
members, local authorities, government.
Mendelow’s Stakeholder Matrix:
It is imperative to identify stakeholders and to manage them in order to ensure high
chances of success of projects or business. Also, it is necessary to ensure that business utilise
optimum resources as they are limited in relation to unlimited human wants. The management of
time and money along with stakeholder is essential for any business entity to remain in market
for long run. For this purpose, Mendelow's Stakeholder Mapping Model is used by entities. As
per this model, it is essential to analyse the stakeholder groups based on Power and Interest.
Here, power refers to the ability to influence the organisational strategy or project resources
while interest is concerned with the extent of concern that they possess in a project or the
organisation. Although all the stakeholders may seem to possess a strong power or high interest
in the company but it is also true that the extent of interest and power vested with each
stakeholder varies. English Heritage uses Shareholder Mapping model to ascertain the extent of
interest and power of key stakeholders in company.
Mendelow's Matrix is based on Power and Interest. It allows the organisation to identify
those stakeholders that are incredibly important to the company possessing High Power and High
Interest. Such stakeholders need to be managed closely and huge amount of time and resources
are to be vested in them. It is essential to keep these stakeholders informed almost on daily basis
as they are a priority to company (Heritage, 2012). On the other hand, those stakeholders with
low power and low interest should be analysed and monitored but minimal effort should be put
upon them in terms of time and money.
Power and Interest of Key Stakeholders:
On the basis of interest and power, a grid is created to classify the key stakeholders
explained below:-
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Figure 1Mendelow's Stakeholder Matrix
(Source: Mendelow's Shareholder Mapping Model, 2018)
A. High power, highly interested people (Manage Closely): The stakeholders who
belong to this group are key to the success of an entity. Organisation aim at fully
engaging these individuals, group of people or financial institutions and make greatest
efforts to satisfy them (Pendlebury, 2013). In respect of English Heritage, the
stakeholders belonging to this group are owners, Board of trustees and members of
the charity organisation. These are largely responsible for the efficient management
of company and are highly directed towards the preservation of heritage of UK for
current and future generations.
B. High power, less interested people (Keep Satisfied): The stakeholders belonging to
this group are essential to the company as they possess high power towards the
functioning of enterprise. Thus, an enterprise puts a lot of efforts while working with
these people so as to ensure that they are satisfied. In relation to English Heritage, the
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stakeholders that come under this group are mass media and government. These two
possess high power that can influence the operations of company but are less
interested to interrupt in the functioning if the trust is conducting its operations
ethically.
C. Low power, highly interested people (Keep Informed): The stakeholders coming
under this group are highly interested in the operations and policies of company yet
they possess low power in relation to that. The people belonging to this group are
adequately informed and constantly talked to so as to ensure that no major issues are
arising. In relation to English Heritage, the stakeholders of this sector are Solicitors &
local authorities. They possess less power in terms of control of company but still
they are equally important for the operations of enterprise.
D. Low power, less interested people (Monitor): The stakeholders belonging to this
group have low power and less interest in company. It is essential for the entities to
ensure that these stakeholder groups are not involved in excessive communication.
Enterprise keep an eye to check if their levels of interest or power change in context
of organisation. In relation to English Heritage, the stakeholders belonging to this
group are financial institutions which provide funds to company for preserving the
heritage.
Over years, there have been differences in opinions of various stakeholders leading to
conflicts. For instance, when the thought of splitting of company went public, it caused
disappointment to many stakeholders. Also, at times, various conflicts have arisen in relation to
management of company.
CONCLUSION
In this section, with the help of Mendelow’s Stakeholder Mapping Model, it is concluded
that an organisation consists of a number of stakeholders having varying impact on company’s
operations. Also, the various stakeholders of English Heritage and their extent of interest and
power vesting in company are analysed. Also, the probability of differences in their opinions is
evaluated
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REFERENCES
Books and Journals
Fulford, M., Champion, T. and Long, A. eds., 2013. England's coastal heritage: a survey for
English Heritage and the RCHME. English Heritage.
Heritage, E., 2012. Good practice guide for local heritage listing. Swindon (English Heritage).
Heritage, J., 2012. Epistemics in action: Action formation and territories of knowledge. Research
on Language & Social Interaction. 45(1). pp.1-29.
Heritage, J., 2013. Turn-initial position and some of its occupants. Journal of Pragmatics. 57.
pp.331-337.
Heritage, J., 2015. Well-prefaced turns in English conversation: A conversation analytic
perspective. Journal of Pragmatics. 88. pp.88-104.
Pendlebury, J., 2013. Conservation values, the authorised heritage discourse and the
conservation-planning assemblage. International Journal of Heritage Studies. 19(7).
pp.709-727.
Yung, E. H. and Chan, E. H., 2012. Implementation challenges to the adaptive reuse of heritage
buildings: Towards the goals of sustainable, low carbon cities. Habitat
International. 36(3). pp.352-361.
Murzyn-Kupisz, M. and Działek, J., 2013. Cultural heritage in building and enhancing social
capital. Journal of Cultural Heritage Management and Sustainable Development. 3(1).
pp.35-54.
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