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Previous issue date: 2017-08-14 / 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. / A teoria preponderante sobre Gest??o de Stakeholders prop??e a exist??ncia de associa????es positivas entre os relacionamentos justos (fairness approach) com stakeholders e o desempenho empresarial. N??o obstante, h?? literatura recente que prop??e que nem todos os stakeholders se importariam com rela????es mutuamente justas e que tais p??blicos teriam motiva????es heterog??neas. Neste contexto, existiriam os stakeholders rec??procos (reciprocators) e os autocentrados (self-regarding). De acordo com essa teoria, as empresas seriam mais bem-sucedidas se adequassem suas abordagens ao comportamento espec??fico dos diferentes stakeholders. Utilizando o indicador da varia????o percentual da receita de uma empresa com os seus stakeholders clientes, num per??odo de dois anos, o objetivo do presente artigo foi testar se a forma de tratamento empregado entre empresa e os stakeholders clientes tem influ??ncia no desempenho financeiro. A coleta de dados se deu em uma empresa varejista de grande porte e ocorreu por meio de question??rios onde se classificou a tipologia de tratamento na rela????o entre a empresa e o stakeholder cliente. O total da amostra v??lida para o estudo foi de 421 stakeholders clientes. Ap??s a identifica????o da forma de tratamento empregado na rela????o entre empresa e stakeholder cliente foi apurado o respectivo desempenho financeiro da receita entre os anos de 2015 e 2016. A partir da realiza????o da survey e respectiva an??lise dos modelos estat??sticos da amostra de 421 stakeholders clientes n??o foi poss??vel estabelecer uma posi????o conclusiva acerca da teoria da heterogeneidade de tratamentos na Gest??o de Stakeholders. Esta pesquisa, contudo, gera contribui????o emp??rica significativa, ao examinar proposi????o te??rica recentemente publicada e, tamb??m, gera benef??cios ?? pr??tica empresarial, uma vez que traz resultados operacionais que sugerem alternativas sobre como uma empresa pode gerenciar suas rela????es com stakeholders clientes.
| Identifer | oai:union.ndltd.org:IBICT/oai:132.0.0.61:jspui/768 |
| Date | 14 August 2017 |
| Creators | AVELAR, Clainton Jos?? Jockims de |
| Contributors | BARBERO, Edson Ricardo, ABREU, M??nica Cavalcanti S?? de, LANGRAFE , Taiguara |
| Publisher | FECAP, Mestrado em Administra????o, FECAP, Brasil, Funda????o Escola de Com??rcio ??lvares Penteado |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações do FECAP, instname:Fundação Aramando Álvares Penteado, instacron:FAAP |
| Rights | http://creativecommons.org/licenses/by-nc-nd/4.0/, info:eu-repo/semantics/openAccess |
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