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2014, vol. 11, br. 2, str. 165-182
Upravljanje stejkholderima iz poslovne perspektive
Univerzitet Singidunum, FEFA - Fakultet za ekonomiju, finansije i administraciju - FEFA, Beograd + 'Forum Serbia Germany'

e-adresanatasa.krstic@forumsn.org
Ključne reči: stejkholderi; uključivanje; upravljanje reputacijom; poslovne performanse
Sažetak
U današnje doba globalizacije i izražene tržišne kompetitivnosti, poslovni sektor poklanja veliku pažnju stejkholderima - grupama ili pojedincima, koji utiču, ili na koje se utiče poslovnim odlukama. U radu je analizirana metodologija identifikovanja ključnih stejkholdera, objašnjen je proces različitih modela njihovog mapiranja i način kako stejkholderi ostvaruju mogućnost da u saradnji sa kompanijom budu uključeni u ranu fazu projekta, aktivnosti ili poslovne odluke, ostvarujući model po kom su obe strane na dobitku. Na taj način, poslovni sektor može da osigura da će njegove aktivnosti dobiti 'društvenu licencu za poslovanje', dok različite grupe stajkholdera imaju mogućnost da budu uključene u poslovanje radi zaštite njihovih interesa. Autori su analizirali dvosmernu ulogu procesa upravljanja odnosima sa stejkholderima u izgradnji korporativne reputacije, koja se odražava na poslovne performanse i rezultate. Zaključeno je da uključivanje stejkholdera može da unapredi kulturu inovacija i dovede do šireg društvenog blagostanja, ostvarujući primarni cilj održivosti: poslovnu izuzetnost po principima trostrukog krajnjeg rezultata, ostvarenjem sinergije između društvene zajednice, životne sredine i ostvarenja dobiti.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/MegRev1402165K
objavljen u SCIndeksu: 17.05.2015.

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