IDEAS home Printed from https://ideas.repec.org/h/spr/fuobcp/978-3-031-90302-1_3.html

The Stakeholder Journey as a Tool for Communication Management

In: Mastering CommTech

Author

Listed:
  • Thomas Mickeleit

    (KommunikationNeuDenken (RethinkCommunications))

  • Paul Peters

    (smava GmbH)

  • Julian Pining

    (DIN Deutsches Institut für Normung e. V.)

  • Michael Schmitz

    (Scompler Technologies GmbH)

  • Benita Daube

    (Scompler Technologies GmbH)

Abstract

In an era of increasing content saturation driven by artificial intelligence and digital communication, organizations face heightened competition for stakeholder attention. This paper introduces the stakeholder journey model as a strategic framework to navigate this landscape by placing stakeholders at the center of corporate communication efforts. The model systematically outlines the phases of stakeholder engagement—from awareness to loyalty—emphasizing the importance of data-driven, personalized communication. By leveraging CommTech (Communication Technology) and aligning with the corporate value chain, organizations can enhance their communicative efficiency, measure impact, and foster long-term stakeholder relationships. Practical insights and case studies, such as the German Institute for Standardization’s AI roadmap, illustrate how the stakeholder journey toolkit enables scalable, targeted communication across diverse stakeholder groups. The paper highlights structural and organizational prerequisites for successful implementation, addressing challenges like silo thinking and technological integration. Ultimately, this research underscores the pivotal role of the stakeholder journey in driving corporate legitimacy, value creation, and sustainable competitive advantage.

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-031-90302-1_3
DOI: 10.1007/978-3-031-90302-1_3
as

Download full text from publisher

To our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a
for a similarly titled item that would be available.

More about this item

Keywords

;
;
;
;
;
;
;
;
;
;

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:fuobcp:978-3-031-90302-1_3. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.