Engaging stakeholders in the strategy process

Abstract

The thesis was commissioned by Nurmijärven Opisto, who in 2023 is executing a strategy process to clarify its strategic direction for the years 2024-2026. For this purpose, a group of students from Haaga-Helia was gathered to conduct a group study to help Nurmijärven Opisto in its journey through the strategy process. This thesis investigates how the target organization’s stakeholders can be engaged in the strategy process. In here engaging means involving the stakeholders in the strategy process and creating an understanding of their ideas and needs. The goal of the research was to show how the stakeholders of Nurmijärven Opisto can successfully participate in its strategy process. The study aimed to show the benefits of including stakeholders in the organization’s strategy process and how it can help the organization to communicate and share its strategic goal. The actual implementation of the strategy for Nurmijärven Opisto is excluded from the thesis. The thesis consists of a theoretical framework and an empirical study that deals with the organization. The empirical study focuses on how the stakeholders of Nurmijärven Opisto perceive and experience Nurmijärven Opisto. This thesis used mixed methods research, triangulation, which combines both qualitative and quantitative research. The information was gathered by conducting questionnaires and interviewing the organization’s stakeholders. Also, a workshop was held for the administration team and the board of directors of Nurmijärven Opisto.

Based on theory and the results of the group study, communication plays a vital role in strategy process. For enhancing transparency, collaboration, and innovation within the organization, it is necessary to have clear communication, chances for exchanging ideas, and a culture that appreciates novel thoughts. Employees can be effectively engaged, when the topic is made attractive, opportunities for employee influence are emphasized, participation valued, and solidarity among employees enhanced. Understanding strategy is crucial, while being able to concretize it and bring strategy into one’s own work. The results showed that the main obstacles of involving employees in the strategy process are lack of motivation and commitment as well as understanding strategy. Overcoming these challenges is essential for effectively influence the organization's strategy. Enhancing employee participation in the strategy process can improve their understanding and commitment to the organization's strategy. When involving stakeholders in the strategy process, it is important to thoroughly communicate the effects of strategic inputs. Overall, the stakeholders of Nurmijärven Opisto demonstrate a keen interest in being involved in the strategy process, provided that multiple avenues for participation are made available and the impact of their involvement, as well as the content of the strategy, is effectively communicated. Utilizing various communication channels to engage stakeholders facilitates action-taking and encourages participation in the strategy process. By adopting more inclusive and transparent practices towards all stakeholders, Nurmijärven Opisto can foster a greater understanding of strategy, thereby reaching the benefits of strategic development.