Budowanie przewagi konkurencyjnej – zjawisko rozdzielenia jako rezultat presji ze strony interesariuszy
Competitive advantage building – decoupling as a result of stakeholders pressure

Summary/Abstract: Building a competitive advantage organizations must take into account the expectations of stakeholders. In many situations conflicting expectations do not allow organizations to take actions aimed at the satisfaction of all stakeholders simultaneously. As there is a discrepancy between managers and stakeholders in the access to information, and the latter may find it difficult to observe the organization and its actions. It can lead to a situation when organizations just present formal policies but do not change real practices. This phenomenon is called decoupling. When different stakeholders exert pressure on the implementation of mutually exclusive policies, decoupling allows managers to avoid conflicts with stakeholders. Decoupling may also refer to discrepancy between means and ends. The aim of the paper is to discuss the significance of decoupling for building competitive advantage and to outline the directions for future research.

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