Stakeholder cross-impact analysis: a segmentation method

Purpose – The purpose of this paper is to introduce a method that the authors call stakeholder cross-impact analysis (SCIA), which is aimed at analyzing how a given set of stakeholders influence one another and also how such stakeholders relate to a given set of issues. Design/methodology/approach – The authors first identify, in the current literature, a lack of analytical tools for assessing mutual influences among stakeholders. The authors then identify cross-impact analysis, a method that was initially developed in the field of futures research, as a suitable method to be applied in the present research. Its application, which the authors call SCIA, is described in detail through a fictitious case. Findings – SCIA permits to assess the direction and the strength of relationships between stakeholders. Furthermore, it allows for the classification of stakeholders based on their level of dependence and influence on others. Also, it is possible to integrate SCIA with social network analysis in order to understand the degree to which stakeholders agree on how issues influence one another, as well as to identify which issues most stakeholders consider to be central and which stakeholders have the most shared opinion on how issues are related. Practical implications – This method can be used, along with traditional segmentation techniques, by corporate communication and public relations practitioners in order to gain a more sophisticated understanding of the complexity of organizations’ environments. Originality/value – SCIA represents a much-needed and novel way of understanding the complexity of organizations’ environments.