Mastering BE439 Video Presentation: From Shareholder Primacy to Stakeholder Theory

Introduction: Your BE439 Video Presentation Blueprint

Creating a compelling video presentation for BE439 Course Work 1 requires more than just knowing the theory—it demands synthesis, critical analysis, and engaging delivery. This tutorial guides you through each objective, helping you demonstrate comprehensive understanding of business ethics evolution from Friedman's shareholder primacy to stakeholder theory and CSR. By following these steps, you'll produce a video that stands out, whether you're explaining the shift using a trending AI ethics debate or a real-world environmental justice case from the Global Atlas.

Understanding the Core: From Shareholder Primacy to Stakeholder Theory

Your first objective is to critically analyse the evolution of business ethics. Start by revisiting Milton Friedman's 1970 article, which argued that the sole responsibility of business is to increase profits within legal bounds—a view known as shareholder primacy. Contrast this with stakeholder theory, which posits that businesses should balance the interests of all parties affected by their operations: employees, communities, suppliers, and the environment, not just shareholders.

To bring this to life, consider a modern analogy: think of a popular AI-powered app like ChatGPT. Initially, its creators focused on maximizing user growth and revenue (shareholder primacy). But as concerns about bias, misinformation, and energy consumption grew, the company shifted to a stakeholder approach, investing in safety, transparency, and community feedback. This mirrors the broader ethical shift you need to analyse.

Key Academic Sources to Integrate

Your presentation must draw on Rhodes (2023), Bakan (2004), and Crane et al. (2001). Here's how to use them effectively:

• Rhodes (2023) likely discusses contemporary CSR challenges—use it to connect past theories to today's business landscape, such as greenwashing or supply chain ethics.
• Bakan (2004), author of The Corporation, provides a critical view of corporate psychopathy—use it to question whether genuine stakeholder orientation is possible under current structures.
• Crane et al. (2001) offer foundational CSR frameworks—use their work to define CSR and its practical dimensions.

Critically evaluate these sources: do they agree or conflict? For example, Bakan's pessimism might contrast with Rhodes' more optimistic view of evolving CSR. This critical analysis demonstrates depth.

Real-World Example from the Global Atlas of Environmental Justice

To illustrate your arguments, pick one case from the Global Atlas of Environmental Justice. For instance, the Chevron-Texaco oil pollution in Ecuador (case #1) shows a classic shareholder primacy failure—prioritizing profit over environmental and community harm. Explain how this case exemplifies the need for stakeholder theory: the company ignored indigenous rights and ecosystem health, leading to decades of litigation and reputational damage. Use this to argue that stakeholder orientation is not just ethical but also risk-mitigating.

Alternatively, choose a more recent case, like plastic pollution in Southeast Asia or cobalt mining in the DRC for tech supply chains—these resonate with current debates about AI ethics and electronics waste.

Structuring Your Video Presentation

A clear structure is essential for a 10-12 minute video. Follow this outline:

• Introduction (1-2 minutes): Hook your audience with a provocative question or statistic about modern business ethics. State your thesis: the evolution from shareholder primacy to stakeholder theory is necessary but contested.
• Body (6-8 minutes):
  • Part 1: Explain Friedman's shareholder primacy with its historical context (1970s capitalism). Use a slide showing key quotes.
  • Part 2: Transition to stakeholder theory and CSR, referencing Rhodes, Bakan, Crane. Show a comparison table.
  • Part 3: Present the environmental justice case from EJAtlas. Use visuals—maps, photos, or infographics of the affected community.
  • Part 4: Critically analyse the implications: are companies truly adopting stakeholderism, or is it performative? Mention greenwashing and the role of regulation.
• Conclusion (1-2 minutes): Summarize key points, restate your thesis, and offer a forward-looking perspective (e.g., the rise of ESG investing). End with a call to action for ethical business leadership.

Remember to include at least 10 additional academic references on your final slide. Use Harvard style consistently.

Creativity and Engagement: Making Your Video Memorable

To score high on creativity, use analogies, storytelling, and visuals. For example, compare the shareholder-stakeholder shift to a sports team: a basketball team that only cares about the star player's points (shareholder) vs. one that values teamwork, coaching, and fan experience (stakeholders). Or use a gaming analogy: a game developer who only monetizes aggressively (shareholder) vs. one who builds a sustainable community (stakeholder).

Incorporate infographics: a timeline of business ethics evolution, a Venn diagram of stakeholder groups, or a flowchart of CSR implementation. Use animations sparingly to highlight key transitions.

Presentation Skills and Delivery

Your delivery matters as much as content. Practice speaking clearly and at a moderate pace. Maintain eye contact with the camera—imagine you're talking to a friend. Use hand gestures to emphasize points, but avoid distracting movements. Show enthusiasm: if you're passionate about ethics, it will engage your audience.

Record in a quiet room with good lighting. Test your audio: use a lavalier mic if possible. Avoid background noise—turn off fans, close windows, and mute notifications.

Technical Execution and Guidelines

Adhere strictly to the 10-12 minute limit. Time your rehearsal. Create supporting slides with consistent design: use a clean template, readable fonts (e.g., Arial 24pt minimum), and high-contrast colors. Your last slide must list at least 10 additional academic references (beyond the required three). Examples: Freeman (1984), Porter & Kramer (2011), Carroll (1991), etc.

Upload your video to Box with viewing access. On FASER, submit the feedback sheet containing the Box link. Double-check permissions—your instructor must be able to view it.

Final Checklist Before Submission

• Does my video address all objectives with critical analysis?
• Have I integrated Rhodes, Bakan, and Crane effectively?
• Did I include a real example from EJAtlas?
• Are my slides visually clear and professional?
• Is my audio clear and free of background noise?
• Did I include 10+ additional references on the last slide?
• Is the Box link correct and accessible?

By following this guide, you'll not only meet the marking criteria but also create a video that demonstrates deep understanding, rigorous research, and engaging communication. Good luck with your BE439 presentation!