1. ‘Onion’ Model of Stakeholders
The Wider Environment
The Containing System
The System
The
Product
Financial
Beneficiary
Negative Stakeholders
Sponsor or
Champion
Interfacing
Systems
Political
Beneficiary
Functional
Beneficiary
Normal
Operator
Regulator
Operational
Support
Maintenance
Operator
Purchaser
Consultant
The Public
Developer
© Ian Alexander 2006

2. Example Onion Diagram: Influences on a Video Game’s Product Manager
The Wider Environment
The Containing System
Interfacing
System
Pressure to innovate
Competitor
The System
(Negative
Maintenance
Operator
Stakeholder)
Pressure to make game enjoyable
User / Consumer
The Product (a Video Game)
Operational
Support
The Public
Pressure to regulate violent & sexual imagery
Player
Player
(Functional
(Normal
Beneficiary)
Operator)
Director
Shareholder
(Financial
Beneficiaries)
Politician
Pressure to make profit
Product
Manager
(Purchaser)
Media
Regulator
Developer
© Ian Alexander 2006