2013 Registration document and annual financial report - page 28

Registration Document 2013
26
Corporate responsibility
2
Stakeholder relations
2.2. STAKEHOLDER RELATIONS
Accor’s corporate social responsibility process is supported by ongoing dialogue with all stakeholders, including customers,
employees, business partners, local development stakeholders and public authorities. Stakeholder dialogue plays a critical role
in business operations, whether by showcasingAccor’s capacity for innovation, enhancing its appeal among customers, investors
and employees, creating opportunities to open hotels in regions with high growth potential or protecting the Group’s reputation.
Dialogue takes place at every level of the organization, from the hotels themselves, which strive to foster close ties with local
stakeholders, to country managers, who representAccor in front of national authorities and investors, and corporate headquarters
teams, which serve as the primary interface for various international organizations.
Accor firmly believes that, through these stakeholder relations, it is helping to create value shared by everyone.
2.2.1. A FRAMEWORK FOR STAKEHOLDER DIALOGUE
In 2013, a major project was undertaken to clarify the stakeholder dialogue process. The various departments in contact with internal and
external stakeholders, both at headquarters and in the field, worked together to:
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map the stakeholders at different levels of the organization;
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identify the methods of engagements used with each of the stakeholders (information/communication, consultation/dialogue, partnership,
etc.);
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prioritize corporate social responsibility issues in accordance with their relative importance to stakeholders and their criticality to operations.
These discussions led to the preparation of a document outlining the responsibilities and core components of the stakeholder dialogue
process.
In addition, the Ethics and Corporate Social Responsibility Charter was updated in 2013 to include Accor’s stakeholder dialogue commitments
and to ensure that each of the stakeholder priorities identified during the project is addressed by a corporate social responsibility commitment.
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