Abstract
The aim of this paper is to present an overview of studies for the representation/visualization of stakeholders with a proposal of our own method of visualization. The following text examines the existing representational methods and at the same time critically evaluates their advantages and disadvantages. In addition, our own proposed approach is also presented.The need to develop visualization methods for use in the concept of stakeholders has been accepted by researchers, and it is possible to encounter number of various alternatives which have been applied more or less successfully. The shared weakness of the majority of the models is that they only represent two main attributes simultaneously. When such models do contain three variables, then the third one is only a complementary aspect of the relationship compared to the two dominant attributes.Our proposed visualisation model based on three Mitchell´s (1997) stakeholder attributes should overcome the before mentioned disadvantage. Also, it takes into account the development over time in accordance with the dynamic of the relationships with the stakeholders. Therefore, the proposed three-dimensional model meets these needs and simultaneously removes the shortcomings of the other models, which are identified in our overview presented in this paper.
Highlights
The use of the stakeholder approach in managerial practice is continuing to grow
The aim of this paper is to present an overview of studies for the representation/visualization of stakeholders with a proposal of our own method of representation
In accordance with the above-indicated diversity of stakeholdersmapping and visualisation and in accordance with the aim set, we formulate these research questions: Research question 1: What are the major deficiencies of existing methods of stakeholder visualisation?
Summary
The use of the stakeholder approach in managerial practice is continuing to grow. This is a consequence of the advances in management research, where it is necessary to consider all the important factors which together form the complex system of a business. Robert Newcombe (2010, on-line) introduced the Interest and Influence Matrix, designed for the specifics of construction projects In his approach he suggested mapping stakeholders in large construction projects with regard to three attributes – power, predictability and the level of interest. We can see that tools that help us visualize influence and impact are pivotal in any stakeholder management approach.” (Walker et al, 2010) Factors such as trust, commitment and risk can become an important aspect in the management of interested subjects, this influence is not examined further, despite the model being a partial source of inspiration for the Stakeholder Circle. The authors Ruth Murray-Webster and Peter Simon (on-line) used three attributes to characterize stakeholders: power, attitude and interest They consider their model suitable for managing any kind of change, i.e. more widely applicable than just within project management. If we were to include more stakeholders or groups of stakeholders into this graph, it would very quickly become difficult to interpret and would cease to fulfil its function (Částek, 2010)
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