INTEGRATION OF STAKEHOLDER MANAGEMENT INTO MARKETING DISTRIBUTION POLICY AS A FACTOR OF SUPPLY CHAIN RESILIENCE IN BUSINESS MANAGEMENT

Abstract

The study aims to substantiate theoretical and practical foundations for integrating stakeholder management into a company’s marketing distribution policy to enhance supply chain resilience in volatile markets. It builds on supply chain resilience theory and Edward Freeman’s stakeholder theory, which emphasizes balancing diverse stakeholder interests rather than focusing solely on shareholders, while highlighting the strategic role of distribution channels in business continuity. Supply chain resilience is viewed as a multidimensional capability encompassing disruption anticipation, response, recovery, and adaptive transformation. It includes proactive elements (visibility, flexibility, collaboration, preparedness) and reactive ones (responsiveness, adaptability, recovery). In marketing distribution, key stakeholders include suppliers, distributors, logistics providers, retailers, consumers, regulators, and technology partners, whose coordinated interaction ensures stable distribution processes. The research introduces a conceptual model integrating stakeholder management into distribution policy to strengthen resilience. It includes four elements: stakeholder identification and mapping; alignment of stakeholder interests with distribution objectives; collaborative information sharing for transparency; and resilience-focused risk management in distribution decision-making. Practically, the study offers managerial guidance to enhance adaptive capacity: promoting stakeholder-oriented culture, diversifying channels, using digital tools for coordination, and involving stakeholders in joint risk assessment. Findings show that systematic stakeholder integration transforms marketing distribution into a strategic platform that improves coordination, transparency, and supply chain stability. Resilience is thus a dynamic capability to integrate stakeholder interests, co-create value under uncertainty, and sustain competitive advantage.