The Nonmarket Strategy System

Abstract

For managers, the challenge of understanding nonmarket forces ? government, interest groups, activists, and the public ? is frequently more difficult than understanding the market environment. The author develops a strategy system of principles, frameworks, and action plans to deal with the issues, institutions, interests, and information that characterize the nonmarket environment. He uses the concept of a rent chain, analogous to the value chain, to show how companies can participate in policy-setting processes and generate leverage to their own benefit.

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