期刊名称：Jahrbuch der Österreichischen Gesellschaft für Agrarökonomie
印刷版ISSN：1815-1027
出版年度：2016
卷号：26
页码：85-94
DOI：10.24989/OEGA.JB.26.10
出版社：Facultas
摘要：Companies of the agribusiness are increasingly criticized by societydue to different determinants. Therefore, they have actively pursuedstakeholder management in recent years. Also farmers – as an essentialpart of the agribusiness – were increasingly put under pressure byexternal stakeholders. However, it is not clear yet how farmersperceive the different stakeholders and if they pursue strategies instakeholder-oriented communication. The results of a survey show thatGerman farmers perceive media, non-governmental organizations andpolitics as main “pressure groups”. Four different clusters can beidentified. They perceive the pressure of the various interest groupsdifferently. Three of the four clusters have in common that they onlycommunicate rarely or not at all with external stakeholders.
关键词：Farmer survey; external stakeholders; pressure groups;cluster analysis; communication
