Bombardier: The Evolution Of Mobility

Bombardier under its promise statement “The evolution of mobility” brings the idea to create better ways to move people around the world in a more sustainable way where Bombardier desires to be a good corporate citizen (Bombardier, 2007 & Bombardier, 2017). However, Bombardier aligned its promise statement with the creation’ shareholder value where they seek not only to improve its profitability but as well as to convert its income in cash flow too (Bombardier, 2016). Thus, Bombardier developed all its strategy by determining the goals and objectivities that are connected to both their stakeholders, shareholder, and their own needs and wants in three pillars: health & safety, environment, and employees (Bombardier, 2017).

In order to be able

to determine its current business strategy, Bombardier has a strong communication process with its stakeholders. This interaction with its stakeholders has being the key to Bombardier achieves the recognition as one of the top companies in both Canada and the world in having a corporate social responsibility as well as to be recognized as the global leader in rail technology. Concerned about the stakeholders issues, Bombardier segregated diverse stakeholders groups and developed multiple ways to interact with each one of them such as customers; suppliers; shareholders, investors and analysts; employees; communities and non-governmental organizations; industry partnerships and associations; labor unions; academia; job applicants; sustainability groups; and social development organizations. Bombardier interacts with them in determined moments through official meetings; surveys; forums; conferences; training; donations and sponsorships; job fair, among others (Bombardier, 2017).
Through the biennial assessment Bombardier does with its external and internal stakeholders, the company was able to materialize the biggest issues in the point of view of its stakeholders in 2014 as presented in picture 1. As we can observe, Bombardier developed an action plan in order to treat the major concerns for both employees and external stakeholders.