What is a non-market strategy?

In this ‘What is’ video, Professor Leonardo Meeus explains how companies also operate beyond markets, interacting with various stakeholders

VideoPublic and corporate affairsStrategy
Leonardo Meeus

By Leonardo Meeus

Professor of Nonmarket Strategies

05 October 2021

Strategy is about making choices. Companies have to choose which markets to enter and how to compete with the rivals they will face in these markets. But companies also have to make choices beyond markets, because they will interact with activists, interest groups, communities and governments. Non-market strategy is all about managing these stakeholders and their concerns.

What is a non-market strategy?
Video non-market strategy thumbnail

What is a non-market strategy?

In this ‘What is’ video, Professor Leonardo Meeus explains how companies also operate beyond markets, interacting with various stakeholders such as activists, interest groups, communities and government.

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Leonardo Meeus

Leonardo Meeus

Professor of Nonmarket Strategy and Corporate Affairs