Abstract
This project identifies different stakeholder dynamics along a project pre-approval stage and discusses the barriers with green energy project adoptions. Specifically, the study focuses on the challenges of the development a windmill project in Denmark, a priority considering the ambitious political targets set.
Key findings:
• Stakeholders can have formal and informal roles, but similar levels of power to influence decision-making.
• Stakeholder power and legitimacy are dynamic over time, and dormant stakeholders can become salient under certain conditions, and significantly impact the pre-approval stage of the project.
• B2B marketing can provide solutions to address and support stakeholder engagement in contested transitions generated by sustainability projects, such as value creation in platforms and market shaping.
Key findings:
• Stakeholders can have formal and informal roles, but similar levels of power to influence decision-making.
• Stakeholder power and legitimacy are dynamic over time, and dormant stakeholders can become salient under certain conditions, and significantly impact the pre-approval stage of the project.
• B2B marketing can provide solutions to address and support stakeholder engagement in contested transitions generated by sustainability projects, such as value creation in platforms and market shaping.
| Original language | English |
|---|---|
| Publication date | 2026 |
| Number of pages | 17 |
| Publication status | Published - 2026 |
| Event | 9th Industrial Marketing Management Summit - Campus Lyon, Lyon, France Duration: 13 Jan 2026 → 16 Jan 2026 Conference number: 9 https://em-lyon.com/en/agenda/9th-industrial-marketing-management-summit |
Conference
| Conference | 9th Industrial Marketing Management Summit |
|---|---|
| Number | 9 |
| Location | Campus Lyon |
| Country/Territory | France |
| City | Lyon |
| Period | 13/01/2026 → 16/01/2026 |
| Internet address |
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