Optimizing the DPFM’s Stakeholder Relations via Improved Web Habits: A Four-Frame Analysis

This thesis uses the four frames—structural, human resource, political, and symbolic—from Reframing Organizations: Artistry, Choice, and Leadership (2021) by Bolman and Deal to analyze the issue of website inefficiencies at the Downtown Phoenix Farmers Market (DPFM) with the goal of identifying solutions that benefit stakeholder relations and financial viability of the market. First, the farmer’s market industry and DPFM are introduced. Context regarding the mission, goals, and services of the DPFM are explained along with information about their stakeholders and organizational hierarchy. Next, Bolman and Deal’s four frames are introduced and used to analyze the stem of the issue, the current situation, and opportunities to optimize their website practices. The symbolic and structural frames prove to be especially vital for addressing the issues presented, as reorganization and efficient upkeep of the website assists in better conveying the purpose and mission of the DPFM to stakeholders. Website optimization also opens the DPFM to human resource and political opportunities through increased support of its vendors and networking that can lead to favorable financial outcomes. Potential solutions are then presented through the integrated use of the four perspectives. Identified solutions include expanding the Volunteer Student Intern’s role to include website upkeep and developing action plans and job transition plans to keep the website useful and functional until a new website is ready to be launched. Specifications about what aspects of the website require attention are also provided, with options to adjust them.