There has been a controversy on the ideal principles by which an enterprise should act upon. According to Jeff Bezos, the CEO of Amazon.com, Inc., these principles are whether to “work to try to charge more” or “work to charge less” (BBC News, 2013). One way of interpreting this statement would be to classify the former statement under the shareholder theory whereby the enterprise predominantly runs with the aim of profit maximisation. The latter statement delineates the stakeholder theory. This theory states that the concerned corporation should try to balance the needs of all its constituencies.
There are two kinds of companies: Those that work to try to charge more and those that work to charge less
Market, Marketing and Strategy Coursework: “There are two kinds of companies: Those that work to try to charge more and those that work to charge less.” Jeff Bezos – Amazon’s CEO.
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