Stakeholders Revised

Pekka Aula and Jouni Heinonen
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Pekka Aula: University of Helsinki
Jouni Heinonen: Pohjoisranta Burson-Marsteller

Chapter 6 in The Reputable Firm, 2016, pp 121-131 from Springer

Abstract: Abstract Awareness of stakeholder activities in social media and digital publicity in general is fast becoming crucial for organizations. To gain knowledge on the important discussion arenas, it is necessary to know your existing stakeholders and potential stakeholders and to evaluate the general vulnerability of the organization to a reputation risk incident in digital publicity according to business branch, the products and services offered, and the stakeholders involved. In terms of reputation management, it is important to note how social media has created a new group of stakeholders for companies, one for whom the old truths no longer apply in defining it. This new group of stakeholders is not defined by age, gender, place of residence, education, or profession. Instead, it is formed rapidly around an issue that it considers important and about which its members are willing to do something.

Keywords: Stakeholder Group; Good Reputation; Reputation Management; Stakeholder Relation; Stakeholder Activity (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-22008-6_6

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