Through the stakeholder analysis it has been determine that the stakeholders have a strong influence on the organization and its future continuity, especially where the interests of the stakeholders are concerned.
As a result it is proposed that the Northern Rock Bank should take the all the stakeholders including the customers, the employees, the prospective customers, the community, the media as well as the management into consideration when making decisions, devising policies or strategies for business instead of only aiming for pleasing the shareholders with high returns in the form of dividends. Through CSR (Kotler and Lee, 2004, p3) the company should develop a more comprehensive public relations division which is effective in managing media releases while restructuring the organization to create a long term orientation with effective management to support the new culture of long termism. The CEO of the company should also be changed to someone who has a more sound financial background.
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