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Advancing Nonmarket Strategy Research: Institutional Perspectives in a Changing World

Doh, Jonathan P., Lawton, Thomas C. and Rajwani, Tazeeb (2012) Advancing Nonmarket Strategy Research: Institutional Perspectives in a Changing World Academy of Management Perspectives, 26 (3). pp. 22-39.

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Nonmarket strategy is now well established as a legitimate field of research. In this paper, we review the dominant paradigms in contemporary nonmarket research and report on the key insights and findings from those perspectives. We use this review to suggest that the integration of institutional and strategic perspectives provides a logical path for the continued development of nonmarket strategy research going forward. Looking ahead, our premise is that institutional perspectives will have an increased relevance to nonmarket scholarship, particularly with the increasing importance of emergent economies to international business. As companies are required to invest more in nonmarket practices, and adapt those practices to unique country contexts, we anticipate that research will increasingly draw from multiple conceptual paradigms and perspectives.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Doh, Jonathan P.
Lawton, Thomas
Date : 1 November 2012
DOI : 10.5465/amp.2012.0041
Uncontrolled Keywords : Social Issues in Management; Stakeholder issues; Corporate political action/strategy
Depositing User : Clive Harris
Date Deposited : 21 Jun 2018 07:49
Last Modified : 05 Mar 2019 12:26

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