The Issue Management Process

Identify Issue

Issue identification involves anticipating emerging concerns, sometimes called horizon issues because they seem to be just coming up over the horizon like the first morning sun. Sometimes managers become aware of issues by carefully tracking the media, experts views, activist opinion, and legislative developments to identify issues of concern to the public. Normally, this requires attention to all eight of the environments described in Figure 2.2. Organizations often use techniques of data searching, media analysis, and public surveys to track ideas, themes, and issues that may be relevant to their interests all over the world. They also rely on a stakeholder materiality matrix, as explained in the prior section. page 36Sometimes firms are completely unaware of the issue before it emerges and must attempt to respond to mounting public pressure by activists or government regulators.

Analyze Issue

Once an issue has been identified, its implications must be analyzed. Organizations must understand how the issue is likely to evolve, and how it is likely to affect them. For each company, the ramifications of the issue will be different.

Generate Options

An issues public profile indicates to managers how significant an issue is for the organization, but it does not tell them what to do. The next step in the issue management process involves generating, evaluating, and selecting among possible options. This requires complex judgments that incorporate ethical considerations, the organizations reputation and good name, and other nonquantifiable factors.

Selecting an appropriate response often involves a creative process of considering various alternatives and rigorously evaluating them to see how they work in practice.

Take Action

Once an option has been chosen, the organization must design and implement a plan of action. Sometimes there may be unintended consequences from the actions undertaken by the company.

Evaluate Results

Once an organization has implemented the issue management program, it must continue to assess the results and make adjustments if necessary. Many managers see issue management as a continuous process, rather than one that comes to a clear conclusion.

Discussion Case: Robinhood: The Challenges of Keeping Pace with Innovation

If you are reading this then I am dead. See the image Suicide 2 for why, I suppose. [Image of screenshot of an account statement with a negative balance of $730,165.] How was a 20-year-old with no income able to get assigned almost a million dollars worth of leverage? Moments after leaving this message on his computer, a college sophomore whom we will call Nick took his life in his childhood home, where he was staying with his parents during the pandemic.

Like many people during quarantine, Nick had taken up a hobby. He was interested in investing and was drawn to the popular investment app Robinhood.With the tagline Investing for Everyone, Robinhoodmarketed itself as providing user-friendly tools that would allow the Average Joe investor to buy stocks without having to employ a financial professional and pay the commission fees associated with these transactions. Robinhood initiated a trend among brokerage firms by offering commission-free trading with zero minimum balances to attract young, aspiring, and inexperienced investors like Nick.

Nick opened an account with Robinhood and began investing. He began to experiment with trading options. Options are contracts giving the buyer the right without an obligation to buy or sell a stock at a specific price on or before a certain date. They are risky transactions, because it is possible for investors to end up owing more their initial investment, and so are typically used by sophisticated, professional investors. Things went wrong on June 12, 2020, when Nick was shocked to see that his account showed a negative balance of $730,165. In his suicide letter, he explained that he had never intended to risk any more money than he began with. Nick had tried unsuccessfully to contact Robinhood several times. His calls to the helpline and e-mail requests for clarification went unanswered.

Slow and unresponsive customer service were not new issues for Robinhood. On August 4, 2018, almost two years before Nick would take his life, a customer had complained about Robinhoods customer service on Reddit: Customer Support?? I have had $45,000 locked up in your system for a week. How is it possible that you have no phone staff page 46to speak with? How is it possible that I (sic) takes a week to get a response to an e-mail and still get zero information? Do you have a customer support staff at all? What is the deal? Vladimir Tenev, Robinhoods co-founder and CEO, promised to improve customer support. Employees, however, reported that Tenev did not dedicate time and resources to improving customer support but prioritized other projects instead.

In addition to customer support issues, Robinhood also faced technical problems with their app. The app would frequently crash. On one occasion, the app erroneously reversed the direction of customer trades, such that a trade instructed to go through when prices went up would instead be executed when prices went down. In another incident, the app allowed customers to borrow much more money they would normally qualify for. One time, the app froze for two days, causing customers to lose millions of dollars. The unreliable performance of the app combined with poor customer service foreshadowed tragic consequences.

Nicks family believed that Robinhoods slow and inadequate communication prompted the young mans suicide. He was in a complete panic. His panic and desperation grew as he was unable to communicate over a number of hours with anyone at Robinhood, one said. Another relative, who happened to be a financial industry professional, criticized Robinhood for failing to provide nave investors with the information they needed to make reasonable decisions. He noted that the apps interface resembled a video game with Confetti popping everywhere when a transaction was made, adding, They try to gamify trading and couch it as an investment. That they didnt have enough foresight to think this might happen is offensive to me.

Upon learning of Nicks death, Robinhood CEOs Vladimir Tenev and Baiju Bhatt released a statement stating, We were devasted by [the young mans] death. We remain committed to making Robinhood a place to learn and invest responsibly. The statement continued to outline improvements to the app, including more guidance to help customers, updates on how it displayed buying power, and live voice support for customers with open options positions.

These improvements were not implemented in enough time for Nick. As it turned out, after all of Nicks transactions were completed, his account no longer showed a negative balance. Ironically, Nick received an e-mail response explaining that he did not owe any money after he had died by suicide.

Legislators, observing the unfolding events, initiated an investigation. In December 2020, the Securities and Exchange Commission (SEC) charged Robinhood with misleading customers and failing to satisfy what was known as the duty of best execution. Robinhood paid $64 million in fines. A couple of months later, in February 2021, the House Financial Services Committee convened virtually to hear testimony from Robinhood CEO Tenev. Democratic Representative Sean Casten of Illinois, Nicks home state, questioned Tenev. In his remarks, Casten recounted the events leading up to the suicide. As he ended his remarks, Representative Casten took out his cellphone and called the Robinhood helpline. Putting his phone on speaker he held it up to the screen as it went directly to voicemail, greeting customers with a recorded message: Thanks for calling Robinhood! Please visit us at Robinhood.com or on our app for support. If you have an urgent (trading) need please make sure to include details of your order when reaching out. Thanks, and have a great day!

Apply the issue management life cycle process model to this case. Which stages of the process can you identify?