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Stakeholder Engagement Analyse
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Am Fallbeispiel der Volkswagen AG Nachhaltigkeit werden erstmalig auf der Grundlage eines sozialtheoretisch inspirierten Mehrebenen-Analysemodells die Wahrnehmungen und Zuschreibungen von Unternehmensverantwortung (Corporate Responsibility) durch 33 nichtmarktliche Stakeholder aus den drei Bezugsgruppen Wissenschaft und Forschung, Politik und Verbnde sowie NGOs untersucht. Die qualitative Fallstudie beschreibt kenntnisreich und detailliert, wie der Volkswagen-Konzern mit seinen wesentlichen, nichtmarktlichen Stakeholdergruppen interagiert. Den theoretischen Bezugsrahmen der Arbeit bilden Anthony Giddens Theorie der Strukturation, Edward R. Freemans Stakeholder-Management- und Amartya Sens Capability-Ansatz.
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