A non-market stakeholder is a person or group indirectly affected by the way your company does business. This type of stakeholder differs from direct, or market stakeholders, which include customers, business partners, workers, investors and lenders.
Examples of Non-Market Stakeholders
Non-market stakeholders include government entities, community leaders and citizens, media members and industry associations. The lack of direct influence or involvement between the stakeholder and your business is what distinguishes a non-market stakeholder from a market stakeholder. Customers and employees choose to engage the business. A local government or resident might not choose to engage your business, but may be impacted by it anyway. For example, local residents may have to deal with increased traffic, noise and pollution as a result of your business. Likewise, government officials are responsible for ensuring the business doesn't put unnecessary strain on the local infrastructure or resources.
A stakeholder analysis is used to evaluate the effects a stakeholder has on your business, and the effects your business has on a stakeholder. For example, building good rapport with government agencies and local leaders may prove useful if your company lobbies for laws or policies that are favorable to your business. A positive public image helps you build good relationships with community leaders. Local media can support a positive image or contribute to a negative one. Joining an industry association allows your business to develop relationships with other companies in the same area or sector.