Non-Market Strategic Management

Strategic management traditionally concerns itself with delivering simple, financial-based performance goals whereas non-market strategies entail social, political, and legal arrangements that go beyond pure market objectives. Nonmarket pressures entail social, political, and legal arrangements that complement market activities but are additionally concerned with collective interests and core values that go beyond pure market objectives. Nonmarket matters are not directly related to the market arena but they influence firm performance and competitive advantage (through what can often be regarded as conflicting nonmarket vs. market demands. Firms that undertake nonmarket actions are more likely to experience above-normal performance. Nonmarket strategies can hugely influence firm performance and competitive advantage, especially in contexts where the interplay of national and supranational institutions amplify these often conflicting demands. In both academic and business fields, it is the first book on strategic management of the nonmarket. The book Non-market Strategic Management introduces nonmarket strategies as a way to gain or maintain competitive advantage. Divided into two parts, the first part offers theories and managerial support for coping with the complex business realities. The second part presents examples of challenges which firms face in the nonmarket environment. 

About the authors

Cosmina Lelia Voinea works as an Assistant Professor in Strategy and International Business at the Faculty of Management, Science, and Technology, Open University. Her research focuses on corporate market and non-market strategies used by multinationals (MNEs) to respond to the influences of various actors of the business environment including stakeholders, institutions, non-governmental organizations (NGOs), interest groups, and the media. She also focuses on strategy and corporate social responsibility (CSR) in emerging economies. 
Hans van Kranenburg is Professor of Corporate Strategy at Nijmegen School of Management, Radboud University Nijmegen. He specializes in corporate strategic behavior, market evolution, internationalization issues for companies and strategic media issues. 

Cosmina Lelia Voinea and Hans van Kranenburg were one of the Best Paper Awards winners at the 2012 EURAM conference in Rotterdam for their paper 'Nonmarket institutional pressures and the frequency of nonmarket actions: evidence from foreign owned firms'

Praise for the book

R. Edward Freeman (The Darden School, University of Virginia, USA) 
'This book is an excellent blend of theory and practice, with many connections between them. Executives that read this book will be repaid many times over with lots of useful and practical ideas.'

Alain Verbeke (Editor-in-Chief, Journal of International Business Studies)
 'This is the best book I have read on the role of non-market strategies' in business: it is up-to-date, authoritative, and clearly argued, with many examples from managerial practice. A must-read for strategy scholars.'

Now available

The book was published by Taylor & Francis Ltd and is now available in online and offline bookstores.