Enhancing Stakeholder Analysis By Investigating Underlying Factors

Previous stakeholder management literature in relation to social marketing has paid less attention to the underlying causes that may explain the influence of a variety of stakeholders. Focusing on underlying causes can enable briefly describing the complex situation of multiple stakeholder influences and enable social marketing organizations to better manage these influences in order to achieve organizational objectives. Around 70 managers were interviewed from a variety of Indian government and nonprofit organizations. While respondents named a variety of stakeholders, four underlying factors seem to explain their roles in the Indian condom social marketing campaigns: morality, patriarchy, governance, and urban/rural divide.


Sameer Deshpande (2009) ,"Enhancing Stakeholder Analysis By Investigating Underlying Factors", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 209-210.


Sameer Deshpande, University of Lethbridge, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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