CISCO IN THE COYOTE VALLEY

1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.

5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.

City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.

2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find

housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.

4. What would be the advantages and disadvantages to the company of working

collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the

Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions

that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in

the community. IN FAVOR.

Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to

continue to recruit from the areas highly skilled workforce.

2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.

Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco

employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and

would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable

housing and social services. IN FAVOR.

Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the

southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this

dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable

housing and a good quality of life in their own jurisdictions. OPPOSED.

Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and

groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside

the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social

services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in

economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its

development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to

Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?
Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.

Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?
Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.
CISCO IN THE COYOTE VALLEY
1. What is Ciscos objective?

Ciscos objective is to build a large new office park in an undeveloped area near the
southern border of the city of San Jose to accommodate its growing workforce. It has an interest
in remaining in the San Jose metropolitan area to retain its existing employees and to be able to
continue to recruit from the areas highly skilled workforce.
2. Who are the relevant market and nonmarket stakeholders in this situation?
The term stakeholder refers to persons and groups that affect, or are affected by, an
organizations decisions, policies, and operations. Market stakeholders are those that engage in
economic transactions with the company. Nonmarket stakeholders, by contrast, are people and
groups whoalthough they do not engage in direct economic exchange with the firmare
affected by or can affect its actions. The relevant market stakeholders in this situation are Cisco
employees. The relevant nonmarket stakeholders are the city of San Jose, the communities south
of San Jose, labor unions, environmental activists, and local businesses (represented by the
Chamber of Commerce).
3. What are their interests? Please indicate if each stakeholder is in favor of, or opposed
to, the Coyote Valley development project, and why.
Employees to have adequate office space; to stay in the area; to have affordable
housing and social services. IN FAVOR.
Local businesses to create opportunities for businesses that benefit from Ciscos presence in
the community. IN FAVOR.
Labor unions to create jobs in the construction of the office park. IN FAVOR.
City of San Jose to increase employment, economic development, and tax revenue in the city.
IN FAVOR.
Communities to the south (Hollister, Watsonville, Salinas) to avoid added demands on social
services (schools, police, fire, road construction) without compensation; to maintain affordable
housing and a good quality of life in their own jurisdictions. OPPOSED.
Environmentalists to preserve open space, wildlife habitat, and clean air; to promote the use of
mass transit instead of automobiles. OPPOSED.
4. What would be the advantages and disadvantages to the company of working
collaboratively with its stakeholders to resolve this dispute?
The stakeholders who oppose Cisco (environmentalists, southern communities) have the
power to block Ciscos objectives through litigation, at least in the short term. Therefore, it is to
Ciscos advantage to attempt to work with them collaboratively to address their concerns outside
the courts. This might allow Cisco to move forward more quickly with its office development, and
would have the side benefit of enhancing the companys reputation as a good corporate citizen.
The disadvantage of this approach is that it might require Cisco to make expensive concessions
that would not, ultimately, be required by the courts should the company pursue a more
adversarial strategy.
5. What possible solutions to this dispute do you think might emerge from dialogue
between Cisco Systems and its stakeholders?

Students should be asked to brainstorm creative solutions to the issues posed in this
dispute. These might include:

Scaling back the office park to more modest proportions;

Including some affordable housing in the development, so employees would not have to find
housing elsewhere;

Additional provisions for preservation of open space at the site;

An agreement for the company to purchase open space elsewhere as an offset to its
development in the Coyote Valley, which could be set aside as habitat or for recreational use;

An agreement to pay some subsidies to southern communities for road development or

provision of services;

A plan for Cisco to provide car-pooling incentives, shuttle bus service to mass transit hubs,
or other plans to reduce single-vehicle commuting to the Coyote Valley site.