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Journal of Business Economics

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01.08.2017 | Original Paper

Nonmarket strategy research: systematic literature review and future directions

verfasst von: Thomas Wrona, Corinna Sinzig

Erschienen in: Journal of Business Economics | Ausgabe 2/2018

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Abstract

In current management research, a variety of different activities are summarized under the generic term “nonmarket strategy”. Simultaneously, “sub-categories” of nonmarket strategies such as political or social strategies are treated as isolated activities, making it difficult to realize cross-concept relations or commonalities. This article bundles, maps and critically evaluates the rising number of publications in the field of nonmarket strategy research. Based on an integrative framework, we work up insights that have been developed since Baron’s (Manag Rev 37:47–65, 1995) seminal publication. Doing so, our analysis extends previous studies by including internal and external antecedents that influence the development of nonmarket strategies, by analyzing the impact of nonmarket strategies on firm performance and the possibility of strategy integration, on a national as well as multinational level. Key empirical and conceptual papers are reviewed and major findings, relationships, patterns and contradictions are revealed. By consolidating and synthesizing dispersed knowledge, we identify implications for nonmarket strategy elaboration as well as several directions for future research.

Vorheriger Artikel Corporate governance, capital market orientation and firm performance: empirical evidence for large publicly traded German corporations

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Journal of Business Economics

From January 2013, the Zeitschrift für Betriebswirtschaft (ZfB) is published in English under the title Journal of Business Economics (JBE). The Journal of Business Economics (JBE) aims at encouraging theoretical and applied research in the field of business economics and business administration, promoting the exchange of ideas between science and practice.

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Within this paper firm performance is understood as a term of wide comprehension. Since the reviewed articles refer to economic value or economic performance based on varying indicators, they shall be summarized under the term firm performance. However, differences within the studies shall be highlighted whenever necessary.

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Titel: Nonmarket strategy research: systematic literature review and future directions
verfasst von: Thomas Wrona
Corinna Sinzig
Publikationsdatum: 01.08.2017
Verlag: Springer Berlin Heidelberg
Erschienen in: Journal of Business Economics / Ausgabe 2/2018
Print ISSN: 0044-2372
Elektronische ISSN: 1861-8928
DOI: https://doi.org/10.1007/s11573-017-0875-3

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