Previous studies are focused on stakeholders’ identification and classification in context of sustainability marketing strategies and were not able to perform the stakeholder prioritization in this context. Thus, the present study aims to prioritize stakeholders related to sustainability marketing.
The objective of the study is accomplished using the analytic hierarchy process (AHP) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). A dataset of 12 India-based experts, representing multiple sectors was employed to capture a diverse and multi-industry perspective.
Findings of the study revealed that economic stakeholders are more important for organizations than environmental and social stakeholders. The stakeholder entities falling under these categories are also prioritized.
Previous studies restricted themselves to stakeholder identification or classification, this study performs emetically validated prioritization of stakeholders. This study contributes to stakeholder theory in sustainability marketing and provides actionable insights for resource allocation and stakeholder management.
