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A Structured Approach to
Stakeholder Engagement
In April 2011, GAB engaged CSR Asia to assist in
conducting a series of stakeholder consultations.
The objective of the programme was two-fold:
1. To understand the concerns and expectations of
GAB’s stakeholders in order to address these in
the CR strategy of the Company
2. To invite feedback on GAB’s 2011 CR Report,
to ensure it addressed stakeholders concerns
and met their information and disclosure needs.
The engagement was designed in accordance with
CSR Asia’s proprietary stakeholder engagement
framework, which combines the principles set
out in ISO26000 and the AA1000 Stakeholder
Engagement standard. The framework is developed
to include stakeholders and partners, rather than as
passive recipients or by-standers to the company’s
operations. This enables constructive and strategic
dialogue through the following engagement cycle.
I D E N T I F I CAT I ON AND PR I OR I T I SAT I ON
GAB gave CSR Asia access to organisational charts
and the results of surveys conducted with suppliers
and employees. In collaboration, a map of relevant
stakeholders was devised and these were prioritised
in a matrix balancing the impact of GAB’s activities on
the stakeholders versus the strategic importance of
stakeholders to the business of GAB. The composition
of each stakeholder group can be found in the
individual commentaries published throughout this
report.
E NGAG EME N T
An engagement methodology for each stakeholder
group was devised. In general, CSR Asia advises
companies to step back from the engagement
process, to ensure that stakeholders feel at liberty
to express their opinions freely and to avoid the
tendency to defensiveness which may occur when
stakeholders misunderstand or misrepresent the
Company’s activities. Where practical, this principle
Who We Are
was applied. In addition, all group discussions were
conducted under Chatham House Rules, where
opinions cannot be attributed to individuals. The main
outcomes of each engagement was summarised by
CSR Asia and circulated to stakeholders for comments
and approval, and shared with GAB. Summaries are
included in the report, except where key outcomes
were commercially sensitive, or highly situation-
specific or where personal issues were raised.
Stakeholder
Method
Presence of
GAB team
Outcome summarised
in report
Senior Management
One-on-one interview
Yes
No
Employees – brewery
Focus group and survey
No
Yes
Employees – East Malaysia
Focus group and survey
No
No
Suppliers
Focus group and survey
No
Yes
Government agency
One-on-one interview
Yes
No
Steering committee – WATER project
Focus group
No
Yes
Child development expert
One-on-one interview
No
Yes
Parent representative
One-on-one interview
No
Yes
Investors/analysts
One-on-one interview
No
Yes
Distributors
Q&A session with MD
Yes
No
Partnership
Building
Identify
Map
Concerns
Review
Concerns
Respond
Engage
Prioritise
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G U I N N E S S A N C H O R B E R H A D
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