{"id":939,"date":"2022-10-07T18:32:42","date_gmt":"2022-10-07T18:32:42","guid":{"rendered":"https:\/\/polis.consulting\/?p=939"},"modified":"2025-10-21T22:41:44","modified_gmt":"2025-10-22T01:41:44","slug":"stakeholders-a-peca-que-faltava-no-quebra-cabeca-da-sua-marca","status":"publish","type":"post","link":"https:\/\/polis.consulting\/en\/stakeholders-a-peca-que-faltava-no-quebra-cabeca-da-sua-marca\/","title":{"rendered":"Stakeholders: a pe\u00e7a que faltava no quebra-cabe\u00e7a da sua marca"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"939\" class=\"elementor elementor-939\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bd49dd4 e-flex e-con-boxed e-con e-parent\" data-id=\"bd49dd4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cb2af86 elementor-widget elementor-widget-heading\" data-id=\"cb2af86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Stakeholders: a pe\u00e7a que faltava no quebra-cabe\u00e7a da sua marca<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-06a247e e-flex e-con-boxed e-con e-parent\" data-id=\"06a247e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cc710e7 elementor-widget elementor-widget-heading\" data-id=\"cc710e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">O que s\u00e3o Stakeholders?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-72966aa e-flex e-con-boxed e-con e-parent\" data-id=\"72966aa\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b50e4ec elementor-widget elementor-widget-text-editor\" data-id=\"b50e4ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>De acordo com o fil\u00f3sofo norte-americano, Robert Edward Freeman, stakeholder \u00e9 qualquer indiv\u00edduo ou organiza\u00e7\u00e3o impactado, de forma <br>positiva ou negativa, pelas a\u00e7\u00f5es de alguma empresa.<\/p>\n\n<p>O conceito modificou o comportamento de apenas se preocupar com n\u00fameros, lucros, preju\u00edzos e resultados. A partir da cria\u00e7\u00e3o dessa teoria, <br>as empresas passaram a ter um olhar mais atento com quem \u00e9 impactado, mesmo que indiretamente, pelas suas a\u00e7\u00f5es.<\/p>\n\n<p><a href=\"https:\/\/polis.consulting\/en\/fontes-no-instagram\/\" target=\"_blank\" rel=\"noreferrer noopener\">+++ Por que voc\u00ea deve se preocupar em usar fontes no Instagram?<\/a><\/p>\n\n<p>No final das contas, a l\u00f3gica \u00e9 que os gestores das organiza\u00e7\u00f5es possam estar cientes que as decis\u00f5es e a gest\u00e3o dos projetos impactam na <br>vida de v\u00e1rias pessoas, que fazem parte dessa cadeia de pessoas.<\/p>\n\nAlguns exemplos de stakeholders s\u00e3o:\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0305dec e-flex e-con-boxed e-con e-parent\" data-id=\"0305dec\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-09ece3c elementor-widget elementor-widget-text-editor\" data-id=\"09ece3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul class=\"wp-block-list\"><li>Clientes;<\/li><li>Colaboradores;<\/li><li>Fornecedores;<\/li><li>Concorrentes;<\/li><li>Acionistas;<\/li><li>Investidores;<\/li><li>Sindicatos;<\/li><li>\u00d3rg\u00e3os do governo;<\/li><li>ONG\u2019s;<\/li><li>\u00d3rg\u00e3os de imprensa.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4502e02 e-flex e-con-boxed e-con e-parent\" data-id=\"4502e02\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-77ca098 elementor-widget elementor-widget-heading\" data-id=\"77ca098\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Quais s\u00e3o os tipos de Stakeholders?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-67b9281 e-flex e-con-boxed e-con e-parent\" data-id=\"67b9281\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b5a48 elementor-widget elementor-widget-text-editor\" data-id=\"c8b5a48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Basicamente, existem dois tipos de stakeholders: os internos e os externos \u00e0 organiza\u00e7\u00e3o. Colaboradores e gestores, por exemplo, s\u00e3o <br>\nconsiderados stakeholders internos. J\u00e1 clientes, fornecedores e a imprensa s\u00e3o stakeholders externos.<\/p>\n\n<p>Para al\u00e9m desses dois tipos de stakeholders, h\u00e1 subcategorias que dependem do n\u00edvel de interesse e da legitimidade de cada um, sendo <br>\ndefinidos como stakeholders prim\u00e1rios e secund\u00e1rios. Os prim\u00e1rios s\u00e3o aqueles que exercem influ\u00eancia direta sobre a empresa e os <br>\nsecund\u00e1rios aqueles que influenciam de maneira indireta.<\/p>\n\nAssim, eles s\u00e3o os:\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b8011d7 e-flex e-con-boxed e-con e-parent\" data-id=\"b8011d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fbcbc30 elementor-widget elementor-widget-text-editor\" data-id=\"fbcbc30\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul class=\"wp-block-list\"><li><strong>Arbitr\u00e1rio:<\/strong>\u00a0\u00e9 leg\u00edtimo mas n\u00e3o possui poder de influ\u00eancia nas decis\u00f5es da empresa;<\/li><li><strong>Adormecido:<\/strong>\u00a0n\u00e3o apresenta legitimidade nem urg\u00eancia, mas tem poder para impor seus interesses;<\/li><li><strong>Reivindicador:<\/strong>\u00a0possui muita urg\u00eancia, mas nenhum poder ou legitimidade;<\/li><li><strong>Dominante:<\/strong>\u00a0\u00e9 leg\u00edtimo e possui grande poder de influ\u00eancia;<\/li><li><strong>Dependente:<\/strong>\u00a0possui urg\u00eancia e legitimidade, mas depende do poder de outros stakeholders para ser levado a s\u00e9rio;<\/li><li><strong>Definitivo:<\/strong>\u00a0\u00e9 leg\u00edtimo, tem urg\u00eancia e forte poder de influ\u00eancia sobre as decis\u00f5es da empresa;<\/li><li><strong>Perigoso:<\/strong>\u00a0possui poder e urg\u00eancia, mas n\u00e3o tem legitimidade.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e20dc28 e-flex e-con-boxed e-con e-parent\" data-id=\"e20dc28\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-67c6356 elementor-widget elementor-widget-heading\" data-id=\"67c6356\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Qual a import\u00e2ncia dos Stakeholders para a sua marca?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-efbe94d e-flex e-con-boxed e-con e-parent\" data-id=\"efbe94d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ab1ad52 elementor-widget elementor-widget-text-editor\" data-id=\"ab1ad52\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>De acordo com a\u00a0<a href=\"https:\/\/www.suno.com.br\/?utm_source=GoogleAds&amp;utm_medium=search&amp;utm_campaign=11.b.da.0.search&amp;utm_content=1141_responsivo-research-b&amp;utm_term=suno&amp;hsa_acc=4823779633&amp;hsa_cam=10739739292&amp;hsa_grp=105408172505&amp;hsa_ad=581477158038&amp;hsa_src=g&amp;hsa_tgt=kwd-2827037661&amp;hsa_kw=suno&amp;hsa_mt=e&amp;hsa_net=adwords&amp;hsa_ver=3&amp;gclid=Cj0KCQjwnP-ZBhDiARIsAH3FSRc0zom7v-1JkJy0JWXbEJW8luNyv5cWjUYbyothpE6A-YFreX3jd2AaArlcEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener\">Suno<\/a>, fica mais f\u00e1cil para os respons\u00e1veis pelo planejamento compreender como a empresa pode melhorar. Assim, toda cadeia produtiva passa a ter mais valor tamb\u00e9m. Isto \u00e9, o cliente passa a ser mais fiel \u00e0 marca e tende a indicar outros clientes para a empresa.<\/p><p>Desse modo, isso gera mais lucro para os acionistas, que tamb\u00e9m s\u00e3o stakeholders e investem na organiza\u00e7\u00e3o. Apesar desses agentes serem considerados os mais importantes para uma empresa, pois controlam o n\u00edvel de capital, eles est\u00e3o conectados a outros interessados.<\/p><p>\u00c0 medida que o valor da empresa cresce e os investidores adicionam mais dinheiro \u00e0 produ\u00e7\u00e3o, todo e qualquer stakeholder tende a ganhar, ainda que indiretamente.<\/p><p>Por isso, conhecer os stakeholders \u00e9 fundamental para que as empresas consigam tomar decis\u00f5es melhores e alcan\u00e7ar seus objetivos sem abrir m\u00e3o da seguran\u00e7a dos neg\u00f3cios.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bd5c688 e-flex e-con-boxed e-con e-parent\" data-id=\"bd5c688\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-13d8c75 elementor-widget elementor-widget-heading\" data-id=\"13d8c75\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclus\u00e3o<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bc588cd e-flex e-con-boxed e-con e-parent\" data-id=\"bc588cd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f89a79 elementor-widget elementor-widget-text-editor\" data-id=\"3f89a79\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<main id=\"content\" class=\"site-main post-70294 post type-post status-publish format-standard has-post-thumbnail hentry category-marketing tag-marcas tag-marketing tag-stakeholders\"><div class=\"page-content\"><p>Os stakeholders s\u00e3o, ent\u00e3o, todos os grupos de pessoas ou organiza\u00e7\u00f5es que podem ter algum tipo de interesse pelas a\u00e7\u00f5es de uma determinada empresa.\u00a0<\/p><p>Essas partes interessadas podem ser desde colaboradores, considerados stakeholders internos, at\u00e9 investidores, fornecedores, clientes e comunidade, chamados de externos. E nenhum deles deve ser desconsiderado nos planos da companhia.<\/p><p>\u00c9 importante lembrar que h\u00e1 n\u00edveis de stakeholders e que essa prioridade pode mudar a cada projeto. Por isso, conhecer bem o conceito e aplic\u00e1-lo em cada planejamento \u00e9 um fator diferencial para o sucesso da empresa.<\/p><div class=\"wp-block-spacer\" aria-hidden=\"true\">\u00a0<\/div><p>Saiba mais em\u00a0<a href=\"https:\/\/polis.consulting\/en\/blog\/\">Polis Consulting<\/a><\/p><div class=\"post-tags\"><span class=\"tag-links\">Com a tag<a href=\"https:\/\/polis.consulting\/en\/blog\/tag\/marcas\/\" rel=\"tag\">Marcas<\/a>,\u00a0<a href=\"https:\/\/polis.consulting\/en\/blog\/tag\/marketing\/\" rel=\"tag\">marketing<\/a>,\u00a0<a href=\"https:\/\/polis.consulting\/en\/blog\/tag\/stakeholders\/\" rel=\"tag\">Stakeholders<\/a><\/span><\/div><\/div><\/main><footer id=\"footer\"><div class=\"elementor elementor-133 elementor-location-footer\" data-elementor-type=\"footer\" data-elementor-id=\"133\" data-elementor-post-type=\"elementor_library\"><div class=\"elementor-element elementor-element-1c9afaef e-flex e-con-boxed e-con e-parent e-lazyloaded\" data-id=\"1c9afaef\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\"><div class=\"e-con-inner\"><div class=\"elementor-element elementor-element-37e4b79f e-grid e-con-boxed e-con e-child\" data-id=\"37e4b79f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\"><div class=\"e-con-inner\"><div class=\"elementor-element elementor-element-185828cf e-con-full e-flex e-con e-child\" data-id=\"185828cf\" data-element_type=\"container\"><div class=\"elementor-element elementor-element-4eb4dbd9 elementor-widget elementor-widget-image\" data-id=\"4eb4dbd9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\u00a0<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/footer>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Stakeholders: a pe\u00c3\u00a7a que faltava no quebra-cabe\u00c3\u00a7a da sua marca O que s\u00c3\u00a3o Stakeholders? De acordo com o fil\u00c3\u00b3sofo norte-americano, Robert Edward Freeman, stakeholder \u00c3\u00a9 qualquer indiv\u00c3\u00adduo ou organiza\u00c3\u00a7\u00c3\u00a3o impactado, de forma positiva ou negativa, pelas a\u00c3\u00a7\u00c3\u00b5es de alguma empresa. O conceito modificou o comportamento de apenas se preocupar com n\u00c3\u00bameros, lucros, preju\u00c3\u00adzos e resultados. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":670,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stakeholders: a pe\u00e7a que faltava no quebra-cabe\u00e7a da sua marca - Polis Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/polis.consulting\/en\/stakeholders-a-peca-que-faltava-no-quebra-cabeca-da-sua-marca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stakeholders: a pe\u00e7a que faltava no quebra-cabe\u00e7a da sua marca - Polis Consulting\" \/>\n<meta property=\"og:description\" content=\"Stakeholders: a pe\u00c3\u00a7a que faltava no quebra-cabe\u00c3\u00a7a da sua marca O que s\u00c3\u00a3o Stakeholders? De acordo com o fil\u00c3\u00b3sofo norte-americano, Robert Edward Freeman, stakeholder \u00c3\u00a9 qualquer indiv\u00c3\u00adduo ou organiza\u00c3\u00a7\u00c3\u00a3o impactado, de forma positiva ou negativa, pelas a\u00c3\u00a7\u00c3\u00b5es de alguma empresa. O conceito modificou o comportamento de apenas se preocupar com n\u00c3\u00bameros, lucros, preju\u00c3\u00adzos e resultados. 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