E-Stakeholders: Una aplicacion de la teoria de los Stakeholder a Los Negocios Electronicós

Información del artículo

Resumen

En los negocios electrónicos la masificación de la personalización o mass customization (por su traducción al inglés), es la principal estrategia de las organizaciones virtuales en su relación con los stakeholders (empleados, accionistas, proveedores y socios), para transformar su identificación, reconocimiento y gestión, de una forma muy diferente a la de una organización tradicional. El presente artículo de reflexión expone los resultados de una investigación descriptiva, que desarrolla teóricamente el concepto E-Stakeholders, como un aporte a la evolución de la Teoría de los Stakeholders, propuesta por Mitchell, Agle y Wood (1997). Este aporte teórico del concepto de los E-Stakeholders, puede ser utilizado en futuras investigaciones empíricas para estudiar el funcionamiento de las organizaciones virtuales.

Palabras Clave:

E-Stakeholders

e-business

teoría de los stakeholders

organizaciones virtuales

Abstract

In e-business, mass customization is the main strategy used by virtual organizations in the relationship with their stakeholders to transform their identification, recognition and management in a way that greatly differs from that of traditional organizations. This article provides a reflection and presents the results of a descriptive research project, theoretically developing the concept of e-stakeholders as a contribution to the evolution of stakeholder theory proposed by Mitchell, Agle and Wood (1997). This theoretical contribution of the concept of e-stakeholders can be used for studying the functioning of virtual organizations in future empirical research.

Keywords:

E-stakeholders

E-business

stakeholder theory

virtual organizations

Resumo

Nos negócios eletrônicos a persona-lização em massa ou mass customization (na tradução em inglês), é a principal estratégia das organizações virtuais em sua relação com os stakeholders (funcionários, clientes, acionistas, fornecedores e sócios), para transformar sua identificação, reconhecimento e gerenciamento de modo muito diferente da de uma organização tradicional. O presente artigo descreve os resultados de reflexão de uma pesquisa descriti-va, desenvolvendo teoricamente o conceito de E-Stakeholders, como uma contribuição para a evolução da Teoria dos Stakeholders proposta por Mitchell, Agle e Wood (1997). Essa contribuição teórica do conceito dos e-stakeholders pode ser usada em futuras investigações empíricas para estudar o funcionamento das organi-zações virtuais.

Palavras Clave:

E-stakeholders

E-business

comércio eletrônico

teoria dos stakeholders

organizações virtuais

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