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Aligning for AdvantageCompetitive Strategies for the Political and Social Arenas$
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Thomas C. Lawton, Jonathan P. Doh, and Tazeeb Rajwani

Print publication date: 2014

Print ISBN-13: 9780199604746

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199604746.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 25 October 2021

Sensing to Incubate Interest *

Sensing to Incubate Interest *

(p.114) (p.115) 7 Sensing to Incubate Interest*
Aligning for Advantage

Thomas C. Lawton

Jonathan P. Doh

Tazeeb Rajwani

Oxford University Press

Chapter 7 introduces the concept of sensing interests as a metaphor for describing how firms can alert themselves to the complex conditions in their nonmarket environment and leverage interests to obtain and create the conditions for a more receptive and responsive set of governmental and nongovernmental stakeholders. Moreover, it provides background insights into interest representation, reviews relevant management and policy literatures, introduces key concepts, and considers the roots of modern corporate interest mobilization within the political and social spheres and in the context of nonmarket strategy. It concludes that interest mobilization has several factors that determine influence in the nonmarket—levels, organization, relationships, and targets. Also, firms must respond by growing their interest in the nonmarket using a creating, controlling, coordinating, and changing approach. Ensuring equilibrium among these factors is the basis for successful interest building.

Keywords:   sensing, interest representation, mobilization, equilibrium, governmental and nongovernmental stakeholders

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