Conclusion

Where next for non-market strategy?

Authored by: Thomas C. Lawton , Tazeeb S. Rajwani

The Routledge Companion to Non-Market Strategy

Print publication date:  April  2015
Online publication date:  April  2015

Print ISBN: 9780415712316
eBook ISBN: 9781315819389
Adobe ISBN: 9781317819714

10.4324/9781315819389.ch23

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Abstract

As David Baron noted in his Foreword to this book, non-market strategies serve one or more of five purposes:

rent seeking (e.g. the continuation of government subsidies);

unlocking opportunities (such as pushing for industry deregulation);

defense (against rivals, non-governmental organization (NGO) criticism, community activism, or government directives);

attracting customers (those who place a premium on environmental protection, social justice, or the protection of rights); and

strengthening reputation, building trust, and enhancing legitimacy.

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