32 for overfishing; although traditional forms of aquaculture can and do make substantial contributions to food supplies in areas of the world where food needs are acute, such methods must be sustainable (Greenpeace, 2011). In conclusion, stakeholders expect the realization of marine-park projects to generate both benefits and losses. The expectations of the stakeholders form the foundation for their positions. In the interest of proper expectation management and the formation of a supportive coalition, it is very important to address the expected losses and ensure that the expected benefits will occur. 4.10 Communication Given the crucial role of social alignment in any system innovation, communication among the various stakeholders in marine parks is of critical importance. Effective interaction between the stakeholders may ensure the success of the introduction, development and implementation of system-innovative projects (Van Der Veen, 2010). One of the most important channels of communication is the coalition – an allied group that brings various parties or groups together for a particular purpose, usually for a limited time. If a coalition supports the plan and joins the efforts, the project implementation can proceed smoothly and effectively (Blackstock and Richards, 2007). These coalitions can serve as learning communities, which work towards shared goals and objectives (Loorbach, 2007; Friedman and Miles, 2006). The identification of appropriate stakeholder involvement and communication strategies (e.g. in which ways, at what stage, how) enhances the quality of the project design. Communication amongst marine park stakeholders is currently strengthening. In recent years, coalitions (consortium) have been formed and several workshops have been organized to identify the technological possibilities of project realization, in addition to the potential for cooperation. Nevertheless, communication currently occurs mainly amongst the project designers, developers and knowledge institutes. For example, end-product user companies, as well as animal feed and construction companies have recently been involved in project planning. In fact, not all potential member companies or partners are aware that the projects exist. Even the environmental organizations and financial institutions have not been consulted in detail regarding project developments. The table below presents the optimal involvement of the stakeholders in various phases of system innovation. This information can be used to formulate the stakeholder involvement strategy. Pagina 42

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