Green Growth Strategy in Corporate Strategy: Stakeholder Approach

The article is devoted to the process of the green growth strategy embedding into the general corporate strategy. One of the assumptions considered is that the relationships between an organization and its stakeholders (including those connected to ecological issues) are based not only on ethical, but also on some economical reasons, since the effectiveness of stakeholders’ operations is tightly connected to the effectiveness of the organization. The main emphasis of the article is the solution of concurrent stakeholders’ needs proportional satisfaction problem. In order to solve the problem the model which allows assessment of significance of stakeholders and their needs was developed. The model results make possible the determination of the margin beyond which any further ecology oriented investments start not to strengthen the organization’s competitive advantages, but to weaken them.