A Study of the Effects of Stakeholders Relationship Management on Stakeholders Behaviors and the Competitive Strategies

Although stakeholders can extend their impact areas individually, if they act as a group they create more influence on a company. Therefore, it is necessary to analyse stakeholders both as individuals and as a group in order to earn their contribution to the company. The employees’ opinions about the company, their satisfaction, and their motivation is important in terms of the sustainability of the business. In researches’ work, 456 whitecollar worker surveys were conducted at 16 telecommunication companies in the service sector. Through aggregated surveys, stakeholder relationship management and stakeholder behaviour were analyzed and the effects on competitive strategies were examined. In the results obtained, the hypothesis was not supported in the coordination dimension of stakeholder relations management and it appeared as an important finding. 1Address for correspondence: E-mail: zafercan81@yahoo.com INTRODUCTION According to the stakeholder’s theory and stakeholder management concept, a business should manage internal and external stakeholders in a balanced management style and meet the expectations in order to ensure the continuity of the business (Sharon 2016). Therefore, especially in regards to, the structure of the business sector, the position of competitors and, the attitudes and behaviours of the employees are very important factors. In general, the stakeholder theory examines the significant impact of employee, shareholders, management, suppliers, customers, governments, and non-governmental organizations on the business (Joos 2018). Beyond the specific results of this study; stakeholder relationship management and stakeholder behaviour variables contribute to the literature on stakeholder theory in terms of their impact on competition strategy. The research is based on stakeholder management, which is frequently used in the literature (Hillman and Keim 2001). And, while incorporating a new theoretical approach based on stakeholder opinion in conjunction with competitive strategies, this study represents a step toward understanding the impact of stakeholder engagement and stakeholder behaviour. Unexpected situations affecting the relationship between stakeholder relationship management, stakeholder behaviour and competition strategy have been examined in this paper for an exploratory purpose. Stakeholder theory argues that consistent interaction is needed with the stakeholders at an organization level in any business sector (Brickson 2007). The literature research on stakeholder theory reveals that it needs to be reconsidered and expanded to explain the mechanism between businesses and stakeholders (Jones and Nisbet 2011). Given the results of the study, stakeholder involvement focuses on the influence of relationship management and behaviour on competition strategy. Company executives need to effectively manage the interests of stakeholders (Bosse et al. 2009). In this context, companies can implement sustainable performance improvements in the competitive environment, and increase the value of stakeholders (Harrison et al. 2010). Stakeholder management concept; is important because it helps improve the performance of employees within the organization in terms of growing up in companies and ensuring continuity (Fassin 2012). Stakeholder relationship management and stakeholder behaviour are both important in terms of how they affect both competition strategy and the position of competitors. Furthermore, the stakeholder management concept assists business management when they make decisions in determining multiple aspects: the responsibilities of the employees to embrace the organisation, and the responsibiliAnthropologist, 34(1-3): 28-38 (2018) DOI: 10.31901/24566802.2018/34.1-3.2028 © Kamla-Raj 2018 STUDY OF THE EFFECTS OF STAKEHOLDERS RELATIONSHIP MANAGEMENT 29 ty of stakeholder management to communicate and establish relationships during implementation of these decisions.