Governing a union's external stakeholders: A prioritization method based on relationship quality and perceived impact

Abstract

Stakeholder governance is a growing issue in the literature and for organizations. The complex and uncertain environment of nonprofit organizations forces them to prioritize stakeholder requirements. The traditional criterion of influence and power is nevertheless proving insufficient for these organizations, especially those in political or interest representation sectors. This article proposes to use the relationship quality with stakeholders and its components (trust, satisfaction, influence, engagement) as criteria for prioritization. The study is carried out within the “Young Farmers” union, a French 50,000-member union defending the interests of agriculture and of farmers under 35 years of age. It questions external stakeholders on the relationship with the organization and its impact and it enables to verify the relevance of these criteria. The results suggest integrating stakeholder emotions into the same-named theory and studying relationship quality as a process in which satisfaction builds trust that enables engagement, which itself has a positive role on influence. The findings also revisit strategic models of stakeholder prioritization by proposing the four components of relationship quality mentioned above as prioritization attributes. Finally, NPOs’ partners are invited to take into account the subjectivity of the evaluation process and thus to favor reasonable methods to avoid handicapping NPOs.