Strategic stakeholder dialogues: a discursive perspectiveon relationship building

摘要

Purpose - Societal developments and stakeholder awareness place responsibility and legitimacy high on corporate agendas. Increased awareness heightens focus on stakeholder relations and dialogue as key aspects in corporate social responsibility (CSR), corporate identity and corporate communication scholarship, but the question remains how can dialogue be initiated and maintained? The purpose of this paper is to establish a framework for conceptualizing dialogue. Design/methodology/approach - Through a review of CSR, corporate identity, corporate communication and stakeholder literature, a framework is developed taking into account the different stakes held by key stakeholder groups, i.e. consumers, investors, employees, non-governmental organization and suppliers. Based on the discursive terms of form and script, we argue that different stakes condition different dialogical types. Findings - The paper argues that the stakeholder orientations of the CSR, corporate identity and corporate communication disciplines can aid in strengthening dialogue. It is thus suggested that dialogue may be strengthened by constructing a framework which links the stakes held by key stakeholder groups to specific dialogue forms and scripts. Practical implications - The practical implication of articulating stakeholder dialogue as scripted interaction is that organizations seeking to engage stakeholders strategically must understand and respect conventions and expectations. Originality/value - The paper's contribution is to expand the notion of dialogue within communication research and to provide organizations with a framework for understanding stakeholder involvement in identity relevant issues of responsibility and legitimacy.