Non-Market Strategy Relations (2225.YR.004297.1)

General information

Type:	OPT	Curs:	2,3,4	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 2	Tamyko Ysa Figueras	Dirección General y Estrategia	ENG

Group	Teacher	Department	Language
Year 3	Tamyko Ysa Figueras	Dirección General y Estrategia	ENG

Group	Teacher	Department	Language
Year 4	Tamyko Ysa Figueras	Dirección General y Estrategia	ENG

- You could not take this course (2 ECTS) and Non Market Strategy I (4 ECTS). You should choose only one.

This course will explore the relationship between business and its stakeholders - including the government, social movements, NGOs, and activists- around the world, with the goal of preparing you, to develop and implement non market strategies. Our goal is to provide you with a managerial framework for effective nonmarket management.

The course will consist of case-based discussions and lecture will be kept to a minimum.

Mastering markets is no longer enough. Business operates in both a market and a nonmarket environment. Successful corporate strategy aligns the firm's capabilities with the demands of both its market and nonmarket environment.

Multinational companies are increasingly affected by government policy, changing regulations, activist pressure, and media scrutiny - anywhere in the world and often instantaneously.

Non market strategy is a way to pursue strategic goals through political and social leverage. That part of management involving government, regulators, civil society and the media.

Non market strategy helps groups gain soft power and influence and use them to their competitive advantage. It is developed towards government, press and influential groups.

Through non market strategies, groups can reshape the rule of the game through laws and regulation. It can also be driven by social pressure, media and education. Tools for non market strategies are: events, demonstrations, networking, sponsoring, research, publications, but also the consequences of law suits.

Connected to lobbying, nonmarket strategies are more global and long term focus. Managing nonmarket strategies invite firms to care about their reputation, values and social impact.

"The biggest single change in management during my career has been the increase in time managers spend dealing with government." Edmund T. Pratt, Jr., Chairman and CEO of Pfizer Inc.

- Packet of cases and readings (available through ecampus).
- David P. Baron, Business and Its Environment. Upper Saddle River, New Jersey: Pearson

Group	Teacher	Department
Year 2	Tamyko Ysa Figueras	Dirección General y Estrategia

Group	Teacher	Department
Year 3	Tamyko Ysa Figueras	Dirección General y Estrategia

Group	Teacher	Department
Year 4	Tamyko Ysa Figueras	Dirección General y Estrategia