SALIÊNCIA DOS STAKEHOLDERS: UMA ANÁLISE DA CONGRUÊNCIA ENTRE A VISÃO DA INDÚSTRIA DE PAPEL E CELULOSE E A PERCEPÇÃO DOS STAKEHOLDERS EXTERNOS EM DIFERENTES FASES DO CICLO INDUSTRIAL

Abstract

In the dynamic institutional environment, considering stakeholder salience is crucial so that managers do not misallocate resources, with possible economic, social, and environmental impacts. This is especially relevant in sensitive sectors, where there is a high demand for responsible actions, such as the pulp and paper industry, which holds high national economic relevance and significance in the state of Mato Grosso do Sul (MS). In this context, beyond the numerous studies that focus only on the industry’s perspective, based on the disclosure of its Corporate Social Responsibility (CSR) practices, it is fruitful to investigate the perception that external stakeholders have regarding their salience. Considering that organizations are naturally in an evolutionary process, and that the state of MS presents a context where the pulp and paper industry is already consolidated (Três Lagoas) and another where its establishment is recent (Ribas do Rio Pardo), the following central research question was outlined: “How does the congruence between the pulp and paper industry’s view of stakeholder salience and the perception that external stakeholders have of their salience manifest in different stages of the industrial cycle?” The general objective was to analyze this congruence, for which the following specific objectives were defined: (i) classify the stakeholders of the pulp and paper industry according to their salience, considering the industry’s perspective; (ii) capture the perception of external stakeholders regarding their salience in relation to the pulp and paper industry in different stages of the industrial cycle; and (iii) present opportunities for improvement in managing relationships with the pulp and paper industry’s external stakeholders. The thesis is based on the argument that there may be incongruence between the industry’s view and the perception external stakeholders have concerning salience, and that perceptions of salience may vary during the industrial cycle. The study was grounded in Stakeholder Theory and the literature on CSR, adopting a qualitative approach with elements anchored in post-positivism. Based on the model by Mitchell, Agle, and Wood (1997), stakeholder classification from the industry’s perspective was carried out using company CSR reports, and semi-structured interviews were conducted to obtain external stakeholders’ perceptions of their salience in relation to the industry, as well as suggestions for improving stakeholder relationship management. Data was processed through content analysis with the support of Atlas.ti software (2025, version 25.0.1). The results point to incongruences between the industry’s view and external stakeholders’ perception of their salience, varying according to the stage of the industrial cycle. However, it was found that the model by Mitchell, Agle, and Wood (1997) does not fully capture the observed dynamism, which may undermine the real impacts of CSR actions strongly promoted by the industry in question. Thus, as a theoretical contribution, it is suggested to expand the model, paying attention to perceived asymmetric power and perceived asymmetric urgency, both identified in environments where the industry is in the initial phase of the cycle. As an empirical contribution, the findings indicate that the industry and public authorities should enhance aspects of communication and planning, including infrastructure actions and investments in skilled labor prior to the industry’s arrival in the municipality. Such actions may help mitigate asymmetric perceptions at the beginning of the cycle, aligning social expectations with the intended effective impacts.

Keywords: Stakeholders. Salience. CSR. Industry. Pulp and Paper.