Traditionally, companies have tried to listen to principal stakeholders (e.g., customers, suppliers, lenders, employees) but have paid little attention to the issues of secondary stakeholders (e.g., the general people, communities, activist groups). The reason being while secondary stakeholders had little or no leverage main stakeholders were perceived to get power, legitimacy, and urgency behind their requests.
With the coming of the Net and social media this asymmetry of sway has changed. Secondary stakeholders need to be managed as adroitly as primary stakeholders now. In this installment of Technology & Marketing, we show managers how the Internet as well as social media have amplified the influence of secondary stakeholders, and offer guidance on how to manage these groups efficiently.
Social Media Revolutions The Influence of Secondary Stakeholders case study solution
PUBLICATION DATE: March 15, 2016 PRODUCT #: BH723-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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