Activity 5Stakeholder management
Overview
First published in 1991, this model looks at understanding the influence that different stakeholders have on category development. It does this by classifying the stakeholders in relation to the power they hold and the extent to which they are likely to show an interest in supporting or opposing the project accordingly.
Elements
Although the power of each stakeholder will vary from industry to industry, market to market and country to country, two key factors will remain the same:
- the interest each stakeholder shows in communicating ...
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