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Futures dilemmas for marketers: can stakeholder analysis add value?

Val Clulow (Faculty of Business and Economics, School of Business and Economics, Monash University, Churchill, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2005




This paper aims to offer marketers an example of the application of stakeholder theory and analysis, using a current discourse between a number of stakeholders about their views on issues raised in a report on a model for the sustainability of life in Australia in the future.


Through a systematic discourse analysis of the text of the speakers on the documentary program, the relationship of each stakeholder group to the issues at the centre of the discourse is unpacked.


Four themes emerged from the analysis indicating that the thinking of the stakeholders on the concept of an “economy” was based on different theoretical schemata; their level of concern for “sustainability” of a viable economic model varied; they did not agree on the question of who is responsible for a “sustainable future”; and the philosophical positions of the stakeholders on the issue varied considerably.

Practical implications

The implications for marketing communicators or stakeholder groups, needing to lobby, negotiate or influence others who operate in a different paradigm, are discussed.


An integrated marketing communications model is proposed that accounts for important relationships between the organization and its key stakeholders. The contribution to marketing lies in the demonstration that consideration of each step in the plan as it relates to each stakeholder, rather than a single‐minded approach, provides an opportunity for competitive advantage.



Clulow, V. (2005), "Futures dilemmas for marketers: can stakeholder analysis add value?", European Journal of Marketing, Vol. 39 No. 9/10, pp. 978-997.



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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