A Review of the Nonmarket Strategy Literature: Toward a Multi-Theoretical Integration
Journal of Management, Forthcoming
50 Pages Posted: 7 Nov 2015
Date Written: October 2015
Two parallel strands of non-market strategy research have emerged that are largely in isolation. One strand examines strategic corporate social responsibility (CSR) and the other examines corporate political activity (CPA), even though there is an overlap between the social and political aspects of corporate strategies. In this paper, we review and synthesize strategic CSR and CPA research published in top-tier and specialized academic journals between 2000 and 2014. Specifically, we (a) review the literature on the link between non-market strategy and organizational performance; (b) identify the mechanisms through which non-market strategy influences organizational performance; (c) integrate and synthesize the two strands – strategic CSR and CPA – of the literature; and (d) develop a multi-theoretical framework for improving our understanding of the effects of nonmarket strategy on organizational performance. We conclude by outlining a research agenda for future theoretical and empirical studies on the impact of non-market strategy on organizational outcomes.
Keywords: corporate social responsibility (CSR); corporate political activity (CPA); nonmarket strategy; organizational performance; theoretical integration
JEL Classification: L21, M14
Suggested Citation: Suggested Citation