A1 Refereed original research article in a scientific journal
The Grey Zone of Stakeholder Engagement : Misalignment as a Manifestation of Greyness in Stakeholder Collaboration
Authors: Blomberg, Annika; Hannula, Anna; Kujala, Johanna
Publication year: 2026
Journal: Business Strategy and the Environment
Article number: bse.70872
ISSN: 0964-4733
eISSN: 1099-0836
DOI: https://doi.org/0.1002/bse.70872
Publication's open availability at the time of reporting: Open Access
Publication channel's open availability : Partially Open Access publication channel
Web address : https://doi.org/10.1002/bse.70872
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/522924896
Self-archived copy's licence: CC BY
Self-archived copy's version: Publisher`s PDF
This study identifies and conceptualises the grey zone of stakeholder engagement and explores how it manifests in a collaborative context related to the promotion of a circular economy. While prior research on stakeholder engagement has highlighted the positive, value-creating bright side or the harmful dark side of stakeholder engagement, we show that even when stakeholders have a shared goal and engagement is organised collaboratively, it contains a more subtle space where everyday challenges and inconveniences unfold. Drawing on a qualitative analysis of interviews with 43 circular-economy stakeholders, we identify and conceptualise this grey zone and demonstrate how it manifests in misalignment of practices and mindsets at the individual, organisational, and societal levels. Recognising the grey zone as a natural and unavoidable part of stakeholder engagement is essential for understanding stakeholder collaboration and strengthening stakeholder theory and its applicability.
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Funding information in the publication:
The authors gratefully acknowledge the financial support of Strategic Research Council at the Academy of Finland (CICAT2025 project, decision numbers 320194 and 320206) and Research Council of Finland (Action4Commons project, decision number 351328) for enabling this research.