Neglected stakeholder groups: Conceptualising a dynamic model for neglected stakeholder analysis and engagement

Abstract

Stakeholder analysis is well-established as a means by which policy makers and organisations gauge the interests of their salient stakeholders. This paper explores the application of stakeholder theory to 'neglected stakeholders' and explores the risks involved in assuming that disparate stakeholder groups lack power. This paper uses two case studies of Recreational Vehicle users whose interests and power were underestimated during a strategy development process. The rapid responses and formation of power of this neglected group via social media highlights the changes in stakeholder interactions that have emerged with the use of the Internet. They also demonstrate that managers and policy makers must now utilise iterative stakeholder analysis techniques that are reactive, and which respond to previously neglected stakeholder groups.