ABSTRACT
Meals on Wheels (MOW) services provide nutritional support for older people by delivering either a hot or chilled meal to their home. In the domain of social marketing, recognition is growing of the value of community-led approaches in overcoming the challenges associated with traditional social marketing programmes. The community-led process of stakeholder analysis outlined in the case study can be used on its own to which it adds an additional step in the Community Readiness Model (CRM) process, making the CRM a more systematic tool for wider applications. To overcome a lack of clarity and guidance in the CRM process of identifying key informants, stakeholder theory literature was critically reviewed to assist in establishing a more comprehensive and transparent approach to identifying key informants. Informed by thinking in social marketing research; bridging a gap in MOW research by incorporating the perspectives, former and potential MOW users as well as those of relevant community stakeholders.
