Abstract:

This article suggest that due to the changing business environment, globalization and changing of the basic nature of the companies in today’s turbulent competitive environment, identification of key stakeholders and maintaining positive relationships with them is one of the crucial aspect of the strategic management of any organization. The popularity of stakeholder analysis has been growing and is reflected by increasing recognition how stakeholders and their characteristics could influence decision-making. This paper focuses on the first two steps of stakeholder analysis identification and selection of stakeholders and the potential usage of this analysis in the management strategic decision-making. Authors used desk research as well as field research for their analysis. First part of the research focus on the identification and categorization of stakeholder groups based on the literature search. The second part used questionnaire to evaluate selected stakeholder characteristics by the respondents from 350 companies.