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Assessing The Global Nonmarket Environment: The Political And Social Environment In The Global Business Environment, Hyuk Kim Dr.

Business, Accounting and Economics Faculty Scholarship

In order to formulate effective nonmarket strategies for firmspursuing global businesses, managers must adopt a comprehensive approach that can assess firms’cross-border political and social environment. This paper argues that a comprehensive approach to assess firms’ global nonmarket environment must combine all the three concepts (i.e. issues, stakeholders, networks [relationships]) that have been identified by the existing literature on nonmarket strategy, considering the concept of location (a particularly important concept in assessing the global nonmarket context) in addition to these three concepts. While developing a comprehensive approach to assess the global nonmarket environment of firms remains as a future research agenda, …