THE RELATIONSHIP BETWEEN STAKEHOLDER ORIENTATION AND STRATEGY OF SMALL AND MEDIUM-SIZED ENTERPRISES
Réka Saáry
Pages: 435-445
Published: 5 Oct 2019
Views: 906
Downloads: 81
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.
Keywords: stakeholder orientation, marketing orientation, small- and medium sized enterprizes
Cite this article: Réka Saáry. THE RELATIONSHIP BETWEEN STAKEHOLDER ORIENTATION AND STRATEGY OF SMALL AND MEDIUM-SIZED ENTERPRISES. Journal of International Scientific Publications: Economy & Business 13, 435-445 (2019). https://www.scientific-publications.net/en/article/1001942/
Back to the contents of the volume
© 2025 The Author(s). This is an open access article distributed under the terms of the
Creative Commons Attribution License https://creativecommons.org/licenses/by/4.0/, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. This permission does not cover any third party copyrighted material which may appear in the work requested.
Disclaimer: The Publisher and/or the editor(s) are not responsible for the statements, opinions, and data contained in any published works. These are solely the views of the individual author(s) and contributor(s). The Publisher and/or the editor(s) disclaim any liability for injury to individuals or property arising from the ideas, methods, instructions, or products mentioned in the content.
