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Using the Cognitive Approach allows a group with a shared vision to focus on both economic an social aspects of business relationship value.

This shared vision sheds light on the key issues significant on the structural level of the group and the convergence of opinions of group members (Axelrod R. 1976, Weick K. 1979).

The collective cognitive map of a group presents a hierarchy of aspirations, strategic issues, problems and strategic options (Eden 1991) and can present the beliefs of members of a group involved about causal relations and the reasoning behind the actions.

Cognitive mapping is an important tool to represent both explicit and implicit knowledge and reflects different views of group members, is an aide to explicating a problem and facilitating mutual understanding (Eden, Ackermann 1998).

Using these benefits it is possible to create both a map of relationships and a group view of the relative significance (value) of social groups such as stakeholders and publics and is the basis of the methodology (Visualisation) technique adopted by White and Phillips.

This approach, through a process of discussions and negotiations where group members try to find a common view on relationships (Eden, Ackermann 1998) provides a report of the relative significance of importance, influence and attitude of the actors' relationship with the organisation.

This is a collective map of a group as a collection of the shared tacit and explicit beliefs of group involved into a business relationship (Chameeva T. et all, 1997). A group in this case is a sum of individuals who form a group.

This shared vision (common ideas and collective ideas) represents insights for a better understanding of the value of business relationship and interpretation of actions of a group.