Ricerc@Sapienza

Stakeholder engagement and dialogue have a central role in defining the relations between organisations and their internal and external interlocutors. Drawing upon the analysis of dialogic motifs, power–conflict dynamics and sociopolitical perspectives, and based on a set of interviews with the stakeholders of a consumer-owned cooperative, the research explores the dialogic potential of stakeholder engagement.

In spite of the current investment of organizations in social media and digital communication strategies we should not forget the role and power of traditional communication tools, first of all the brand identification system. The literature of brand identity has long been focused on the visual strategies of companies and for profit organizations, as a result of the close attention paid by companies to restyling brands and logos. The aim of these investments was to promote a clear and coherent transmission of values, culture, history and identity.