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Aligning for Advantage – Competitive Strategies for the Political and Social Arenas - Oxford Scholarship Online
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Aligning for Advantage: Competitive Strategies for the Political and Social Arenas

Thomas C. Lawton, Jonathan P. Doh, and Tazeeb Rajwani


In Aligning for Advantage, it is argued that to deliver successfully on a company’s overarching purpose and intent, competitive strategy needs to be synchronized with strategies for political and regulatory activism and social and environmental engagement. Moreover, these market and nonmarket strategies must be equally attuned with, and informed by, the corporate vision, values, and objectives. The ability to align with and across both the market and the nonmarket is a key determinant of competitive advantage in a multipolar world economy. A managerial process and a conceptual framework are ad ... More

Keywords: nonmarket strategy, competitive advantage, alignment, corporate strategy

Bibliographic Information

Print publication date: 2014 Print ISBN-13: 9780199604746
Published to Oxford Scholarship Online: April 2014 DOI:10.1093/acprof:oso/9780199604746.001.0001


Affiliations are at time of print publication.

Thomas C. Lawton, author
Professor of Strategy and International Management, Open University Business School, UK

Jonathan P. Doh, author
Rammrath Chair in International Business, Villanova School of Business, USA

Tazeeb Rajwani, author
Lecturer in Strategic Management, Cranfield School of Management, UK

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