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.
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.