ABSTRACT
Engaging stakeholders is not just about minimising risk but about tapping into the potential benefits for the organisation and its stakeholders. There are many ways to collaborate with the stakeholders. One obvious way is to find a like-minded organisation where there’s a shared goal. Up comes co-branding or cause marketing, when it’s a brand collaborating with a non-profit. Taking a collaborative approach is really about seeing the organisation’s potential in a different light and exploring new business opportunities. There are many ways to categorise the stakeholders of any given organisation. One can also take a look at the Wheel of Transformability to see where a potential stakeholder can leverage means and capabilities as a resource in the marketing mix, from product to promotion. Products and services obviously play an important part in getting people to live more sustainably. A clear and strong transformative promise can attract likeminded stakeholders to join a shared journey.
