Abstract
Non-market strategies matter and are highly relevant in the context of internationalisation and globalisation. They incorporate multiple stakeholders in strategic thinking. There are several areas where companies may engage stakeholders in carrying out non-market strategies. While the value of non-market strategies should not be overestimated, it would be unwise to overlook them. How can firms manage their relationships with relevant stakeholders from a strategic perspective? This article presents the mechanisms companies may resort to in implementing non-market strategies.
| Original language | English |
|---|---|
| Pages | 48-54 |
| Specialist publication | Effective Executive |
| Publication status | Published - 1 Dec 2009 |