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The Relationship Between Stakeholder Orientation And Strategy Of Small And Medium-Sized Enterprises

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  • Réka Saáry

Abstract

The social orientation of small and medium-sized enterprises derives primarily from their operational specifics, since these companies are often embedded in their environment that affects their strategy. After presenting the fundamental orientation theories, the article analysis the effects of stakeholder orientation on corporate operations and marketing strategy. While market and marketing orientation focuses primarily on customers and competitors, stakeholder orientation analyzes and prioritizes individual stakeholder groups based on multiple criteria. It this paper the author tests the implementation of the reviewed theoretical concepts using empirical research. The author’s aim is to analyze the relationships between the orientations and the operation of the companies according to the opinion of the managers of small and medium-sized companies.

Suggested Citation

  • Réka Saáry, 2019. "The Relationship Between Stakeholder Orientation And Strategy Of Small And Medium-Sized Enterprises," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 13(1), pages 435-445.
    • Handle: RePEc:isp:journl:v:13:y:2019:i:1:p:435-445
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    References listed on IDEAS

    as
    1. Y. Fassin, 2008. "The Stakeholder Model Refined," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/504, Ghent University, Faculty of Economics and Business Administration.
    2. Goodpaster, Kenneth E., 1991. "Business Ethics and Stakeholder Analysis," Business Ethics Quarterly, Cambridge University Press, vol. 1(1), pages 53-73, January.
    3. Charles W. L. Hill & Thomas M. Jones, 1992. "Stakeholder‐Agency Theory," Journal of Management Studies, Wiley Blackwell, vol. 29(2), pages 131-154, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    stakeholder orientation; marketing orientation; small- and medium sized enterprizes;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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