Stakeholder

Mapping

LO
W

LEVEL OF INTEREST

HIG
H

LOW

POWER

Minimal
Effort

HIGH

Keep
Satisfied

Keep
Informed

Key Players

A Stakeholder Matrix has Two Purposes

The first purpose is to help you understand the field of playthat is, to
understand
all the stakeholders' positions on the field as determined by their beliefs
related to the
two axes.
The second purpose is to influence how the game is playedfor example,
by
employing one stakeholder to influence another stakeholder with the intent
of
moving the latter into or further towards the upper-right quadrant, which in 2
x2
matrices is the preferred positioning.
To illustrate the second purpose, consider Figure 1, and note the following:
In the upper-right quadrant is a stakeholder (call her "Stakeholder 1") who
has a high
powerbase and a strong willingness to change. If you yourself have a strong
relationship with this stakeholder, you are in an advantageous position.
Stakeholder 1 has a very strong relationship with a low-power base
stakeholder (call
him "Stakeholder 2") in the upper-left quadrant.
Stakeholder 2 has an equally strong relationship with a stakeholder (call

Stakeholders Primary &

Secondary

Primary & Secondary Stakeholders

Primary stakeholders are those

ultimately affected, either positively or
negatively.
Secondary stakeholders are the
intermediaries in the delivery process.

Key stakeholders are those who can

significantly influence, or the
important to the success of the
project.

Stakeholder Mapping

Organization Map
CEO

Business
Unit A

Business
Unit B

Marketi
ng

Customer
Group(s)

Supplier
Group(s)

Regulator
(s)

Automotiv
e
Industry
Customer

Sheet
Metal
Suppliers

Tax
Authorities

Finance

Legal

HR

ce
Ceo

Medium

Supporti
ve

Large

Strong need
to see
initiative
succeed

Initiative leader

Buss
unit A

High

Resistant Large

Concerned
about loss of
market share

Finance team
member

Buss
unit B

Medium

Neutral

Medium Concerned
about loss of
market share

Bus. Unit B team

member

Marketin Medium
g

Neutral

Small

Marketing team
member

Finance

High

Supporti
ve

Medium Likes savings

potential

Legal

Medium

Resistant Large

Concerned
about legal
action

Initiative leader

HR

Low

Resistant Small

Concerned
about
employee

HR team member

Concerned
about
customer
reaction

Finance team
member