1. What is the issue in this case?
An Anaheim, CA developer called SunCal purchased 26 acres in 2005 in the resort district surrounding Disneyland and wished to build condos and apartments (low cost housing). Affordable housing advocates, employees of Disneyland, individuals and groups supported the venture. Disneyland and other business groups in the resort district opposed the development initiatives. The city council was split on the venture.
2. Who are the relevant market and nonmarket stakeholders in this situation?
Market stakeholders are those that engage in economic transactions with the company as it carries out its primary purpose of providing society with goods and services. In this case I consider SunCal as the “Business Firm”. The market stakeholders are the stockholders, customers and suppliers. Nonmarket stakeholders are people and groups who are affected by or can affect a firm’s actions even though they are not engaged in direct economic exchange with the firm. In this case the nonmarket stakeholders are the city council, community comprising individuals, groups (business and non-business) and other businesses such as Disney.
3. What are the various stakeholders’ interests? Please indicate if each stakeholder is in favor of, or opposed to, SunCal’s proposed development.
Employees of Disneyland who will be the primary customers of SunCal favor the development as it provides them with low cost housing options with shorter commutes. Stockholders are for the development as they directly benefit from the money that will be made in the real estate venture. Suppliers of Suncal will support the initiative as it means additional business for them. City council is split as to whether to support or denounce the development. Individuals and groups that believe in climate issues support the development as it will reduce commutes of employees thereby