Strategic Management Thought

Provide a model for implementing a non-market strategy using a meta-combined approach

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran.

2 Assistant Professor, Department of Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran (corresponding author).

3 Master of Business Administration, Hazrat Masoumeh University, Qom, Iran.

Abstract

In a competitive and complex global business environment and the inefficiency of traditional approaches, it is necessary for organizations that seek to gain reputation and competitive advantage and generally improve the performance of the organization, to adopt a new approach to dynamic adaptation to existing conditions. They need to go beyond market strategies and consider complementary strategies to deal with complex outside-market impacts and increase their legitimacy, performance, and ultimately competitive position. Non-market strategy complements market strategies and related tactics and influences market activities by managing economic, social, political and legal contexts. With this description, the present study seeks to identify and extract the drivers and components and consequences of non-market strategy. This research has a qualitative approach in terms of the purpose of applied research and in terms of nature and descriptive-analytical method and in terms of data collection. This study used a meta-combined method to collect data. As a result of screening articles related to non-market strategies between 2009 and 2021, 72 articles were identified based on the Kasp model and based on the coding process, three categories, 12 general dimensions and 44 The index is identified and labeled; Based on the systemic approach, the three main parts of propulsion form the component and consequence of the comprehensive model. The proposed model can increase important and practical insights for managers who seek value and improve economic performance; It also helps managers understand the nature of non-market competition and traditional competitive dynamics.

Keywords

Main Subjects

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Strategic Management Thought
Volume 15, Issue 2 - Serial Number 30
August 2022
Pages 165-198
  • Receive Date: 22 August 2021
  • Revise Date: 16 May 2022
  • Accept Date: 21 August 2022