The Grey Zone of Stakeholder Engagement : Misalignment as a Manifestation of Greyness in Stakeholder Collaboration




Blomberg, Annika; Hannula, Anna; Kujala, Johanna

PublisherWiley

2026

 Business Strategy and the Environment

bse.70872

0964-4733

1099-0836

DOIhttps://doi.org/10.1002/bse.70872

https://doi.org/10.1002/bse.70872

https://research.utu.fi/converis/portal/detail/Publication/522924896



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.


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.


Last updated on 06/05/2026 01:44:39 PM