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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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DOI (Digital Object Identifier) Link: https://doi.org/10.5465/amp.2012.0041
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Abstract

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 greater 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: Journal Item
Copyright Holders: 2012 Academy of Management
ISSN: 1943-4529
Academic Unit/School: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 34920
Depositing User: Helen Cooke
Date Deposited: 30 Oct 2012 10:09
Last Modified: 07 Dec 2018 22:03
URI: http://oro.open.ac.uk/id/eprint/34920
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