Educating Social Entrepreneurs, Volume I

CHAPTER 13

Mapping Stakeholders and Developing Communication Strategies

Rachida Justo

IE Business School/IE University

Rakhi Mehra

MHS City Lab

Ashley King-Bischof

Mavuno

Introduction

Increasing calls for organizations to demonstrate “corporate citizenship” have raised an entrepreneur’s awareness of the need to be accountable to a broad range of stakeholders beyond investors and customers (Preston and Sapienza 1990) and, as such, make them part of the communication loop (Cornelissen 2014). While this has given rise to several academic studies on communication strategy and management for companies, these subjects are still notoriously absent from social entrepreneurship research (Dorigo and Marcon 2014). This is surprising given the major role ...