Liujun Yu
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Item type:Publication, Global nonmarket strategyNonmarket strategy refers to firms’ design and implementation of actions and tactics beyond their market environment. These actions and tactics thus engage actors such as the government, civil society and the media, among others, and aim to improve firms’ overall performance in the nonmarket environment. Much prior research has focused on nonmarket strategies involving coordinated actions vis-à-vis actors in the public arena and documented the incidence and consequences of several types of so-called corporate political activities (CPA), such as campaign donations and lobbying, as well as cooptation through political connections. More recently, scholars are also paying more attention to nonmarket strategies aimed at a more diverse set of nonmarket actors, examining topics such as corporate social responsibility (CSR), social movements, and broader stakeholder relations, as part of the nonmarket strategy field. Insightful as this literature may be, it has primarily focused on single-country settings, leaving room for examining the additional nuance and complexity brought about by the fact that nonmarket environments are heterogenous across countries and that some firms, notably multinational enterprises (MNEs), have to design and implement nonmarket strategies that take these complexities into account.Type:book sectionJournal:Encyclopedia of International Strategic ManagementScopus© Citations 1