Gestão de stakeholders com motivações heterogêneas e resultados financeiros: um estudo descritivo em uma empresa do setor atacadista

Abstract

The preponderant theory of Stakeholder Management proposes the existence of positive associations between fairness (fairness approach) with stakeholders and business performance. Nevertheless, there is recent literature that proposes that not all stakeholders would care about mutually fair relationships and that such audiences would have heterogeneous motivations. In this context, there would be reciprocators and self-referents. According to this theory, companies would be more successful if they adapted their approaches to the specific behavior of the different stakeholders. Using the indicator of the percentage variation of a company's revenue with its client stakeholders over a period of two years, the objective of this article was to test if the form of treatment employed between company and client stakeholders has an influence on financial performance. The data collection took place in a large retail company and occurred through questionnaires where the type of treatment was classified in the relationship between the company and the client stakeholder. The valid sample total for the study was 421 stakeholders. After identifying the form of treatment employed in the relationship between company and stakeholder, the respective financial performance of the revenue between the years 2015 and 2016 was determined. From the survey and respective analysis of the statistical models of the sample of 421 stakeholders, it was not possible to establish a conclusive position on the theory of heterogeneity of treatments in Stakeholder Management. This research, however, generates a meaningful empirical contribution by examining the recently published theoretical proposition and also generates benefits to the business practice, since it brings operational results that suggest alternatives on how a company can manage its relations with client stakeholders.