What involvement does management need to have to achieve buy-in from external stakeholders?
Management must maintain consistent interaction with external stakeholders to ensure they understand the decisions made and strategic direction of the organization. I believe this constant communication is important not only to achieve strategic goals but also to gauge organizational performance. Additionally, by developing these relationships you could also have help with certain projects e.g. fundraising, government relations, etc. Involving external stakeholders is also important if the organization is facing controversial issues like relocating services, organization downsizing, etc. If the external stakeholders understand why these decisions are necessary and how they may or may not affect them is important and may help temper the reaction.
References
Essentials of Health Care Marketing, 3rd Edition. Jones & Bartlett Learning, 2011. [Bookshelf Online]
Thomas, J Dr. (2015). Strategic Management, 1st Edition. Pearson Education India
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