Přehled o publikaci

Stakeholder analysis is a very important tool of strategic management in these days. For understanding of the stakeholder community the stakeholder mapping that is a key part of stakeholder analysis is very useful. This article focuses on the stakeholder mapping of universities. There are lots of different tools for stakeholder mapping – different matrixes and grids, two, three or multidimensional maps, etc. In this paper authors demonstrate the possibility of stakeholder mapping on the example of selected university. For the stakeholder mapping of this university authors chose two matrixes – the power-interest matrix and influence-attitude matrix. Power-interest matrix helps to understand the stakeholder community and their influence on the university. The influence-attitude matrix divides the stakeholder community into groups of opponents and supporters of the university. On the basis of authors’ research it is obvious that among the most important stakeholder groups there are lots of groups with high power to influence university as well as interest in university activities. Based on the authors’ research we can state that there are several very important opponents of the university that must be take into account by managers of selected university.