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Book
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2016
Strategy Beyond Markets
by
John de Figueiredo, Michael Lenox, Felix Oberholzer-Gee and Rick Vanden Bergh
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Abstract
Strategy beyond markets has been an active area of research inquiry since the early 1990s. Since its inception, the scholarship emanating from this research stream has grown substantially in quantity, quality, and breadth. Likewise, firms across the world have increasingly implemented broad and sophisticated non-market strategies. Within strategy beyond markets, there are a handful of focus areas. In Private Politics we observe firms working more closely with NGOs and other special interest groups to preempt unfavorable policy choices, react swiftly to crises, and proactively develop socially responsible strategies. In Public Politics, firms have become increasingly sophisticated in using campaign funding, lobbying, committee participation, and other instruments to influence local, national, and international political environments. Also firms that are heavily influenced by politics are more likely to craft Integrated Political Strategy as part of a more comprehensive competitive strategy and/or international expansion strategy. Despite significant progress in the literature, we have identified three areas for extension and enhancement in understanding strategy beyond markets. First, we currently have limited understanding of the critical attributes for firms to establish a sustainable non-market strategy. While there have been excellent studies highlighting the importance of preemption in Private Politics, political ties in Public Politics, and forum shopping in Integrated Political Strategy, it is unclear if these types of factors are sustainable in the context of political or market dynamics. Furthermore it is unclear whether these factors differ significantly from those identified in the broader competitive strategy literature (e.g., Are political resources different fundamentally from market resources? Do firms organizing political resources use a fundamentally different logic than firms utilize to organize market resources?) Second, there has been very little (if any) significant research linking firm strategy to both nonmarket outcomes and firm performance. Most research has developed theories and/or empirical analyses that explore the determinants of a firm's strategy beyond markets. Very few studies have shown that a firm's strategy increases policy performance; almost none have demonstrated a link between policy and firm profitability. Third, the topical areas of analysis appear to be limited. Environmental issues and corporate social responsibility dominate Private Politics research, heavily regulated firms dominate Public Politics studies, and theoretical studies dominate research on Integrated Political Strategy. With this AiSM volume we seek theoretical and/or empirical articles that extend and/or enhance the literature by addressing strategy beyond markets in the three areas discussed above in the context of Private Politics, Public Politics or Integrated Political Strategy.
Keywords: Strategy;
