Forschungsprojekt ::

Nichtmarkt Strategien im Unternehmensumfeld

Projektbeschreibung

The Soft Power - Strategic Management of Companies in Nonmarket Environments

This paper considers the factors, which drive the complexity of the nonmarket environment and the capabilities of companies to implement nonmarket strategies. In addition, complexity-capabilities combination are identified. These perspectives have hardly been taken into account in the research literature. Based on the results of the study, Managers are given an indication of which factors they need to pay attention to in environmental analysis and can identify characteristics that should be established for the implementation of nonmarket strategies.