Parnell, John A. - In: Management Decision 62 (2024) 12, pp. 4068-4094
the links among market strategy, and nonmarket strategy (NMS) and firm performance. This study addresses this gap in the …), authenticity, and firm performance. Findings Cost leaders tend to engage in political nonmarket strategy (PNMS), but the … interaction does not necessarily improve firm performance. Differentiators are more likely to pursue social nonmarket strategy …