Stakeholder Attitudes
Introduction
Stakeholders have the key to success in any organisation's initiatives - be it new product development, process improvement or change management activities. Besides understanding their power and interest in the initiative, its also important to determine their attitudes towards it.
The Stakeholder attitudes could broadly be grouped into the following categories:
- Champion - Active advocate for the project/initiative
- Supporter - Supports the project/initiative
- Neutral - No views for or against the initiative
- Critic - Does not oppose the initiative actively
- Opponent - Aims to disrupt the initiative
- Blocker - Tries to sabotage, mainly for personal reasons
Understanding the attitudes of the key stakeholders helps to plan and structure the communications better and also manage their expectations effectively.
Senior management, Board of directors, Consultants, Analysts
Based on their roles, stakeholders' level of influence and interest in the initiative vary. Their beliefs and attitudes also shape how they respond to and manage the project/initiative. A better understanding of these lead to ensuring success with the initiative.
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