Establishing a Balanced Stakeholder Orientation

There are potential conflicts between customer stakeholders and other stakeholders, including the communities for natural environment or economic development. Some customers engage in self-centered approach while some other customer groups prefer organized communication and actions.

For example, Nike has been boycotted by consumer groups concerning child labor practices. In general, however, these groups are not organized or have a uniform voice. Therefore, a danger that some more powerful stakeholders may influence ethical decisions in a manner not in the overall best interests of consumers is imminent.

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