Brookfield Residential Properties: Identifying and Engaging Stakeholders
(5 pages of text)
In early summer 2012, Brookfield Residential Properties Inc. (Brookfield), a Calgary-based residential property developer with holdings throughout North America, had an opportunity to develop a vacant site in the inner-city community of Scarboro, in the southwest quadrant of Calgary. Brookfield did not own the site but was working with the landowner to request that the city of Calgary rezone the site from single family to Direct Control to allow a proposed 52-unit project. Brookfield’s proposed housing development project was planned by following the policies set out in Calgary’s Municipal Development Plan. The plan was focused on the densification of Calgary’s population, particularly in the inner city and along established public transportation routes. The question was, how could Brookfield proceed to get buy-in for its project from Scarboro and the surrounding communities?
This case is primarily suited for undergraduate students. It is designed for an introductory strategy course to introduce the ideas and challenges surrounding stakeholder engagement. After working through the case and assignment questions, students should be able to
- identify an organization’s stakeholders and their concerns;
- appreciate the issues surrounding stakeholder engagement;
- consider strategies an organization can use to engage stakeholders and build trust; and
- understand the potential effects of engagement practices on an organization and its stakeholders.
Real Estate and Rental and Leasing
Canada, Large, 2012
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