The Issues That Shape Strategy

The European Business Review, March/April 2021 edition

9 Pages Posted: 4 Feb 2021

See all articles by Leonardo Meeus

Leonardo Meeus

Vlerick Business School; European University Institute

Date Written: November 25, 2020


Companies do not only compete in markets; they also compete on social and political issues. Depending on the business opportunities or threats they identify related to an issue, companies will behave as veterans that defend the status quo in an industry, as reformers that will work with the authorities to change the rules of the game, or as heroes that help solve an issue. In this article, we identify the typical elements of success for each of these three generic nonmarket strategies. We do this based on a framework that focuses on the framing of issues, the alliances that can be mobilized around an issue, and the arenas that can be used to make a move.

Keywords: social and political issues, nonmarket strategy, generic strategies

Suggested Citation

Meeus, Leonardo, The Issues That Shape Strategy (November 25, 2020). The European Business Review, March/April 2021 edition, Available at SSRN:

Leonardo Meeus (Contact Author)

Vlerick Business School ( email )

Gent, BE-9000

European University Institute ( email )

Villa Schifanoia
133 via Bocaccio
Firenze (Florence), Tuscany 50014

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