Sun Pei, Doh Jonathan P, Rajwani Tazeeb, Siegel Donald
Alliance Manchester Business School, University of Manchester, Manchester, UK.
Villanova School of Business, Villanova University, Villanova, USA.
J Int Bus Stud. 2021;52(9):1818-1853. doi: 10.1057/s41267-021-00438-x. Epub 2021 Jun 21.
Multinational enterprises are deeply engaged in nonmarket strategy (NMS), including both corporate political activity (CPA) and strategic corporate social responsibility (SCSR). In this review, we document the multinational NMS research according to contributions' theme, method, context, theory, and level of analysis. We then develop an institutional multiplicity framework to organize our analysis of this large and fragmented body of literature. In so doing, we identify the most impactful contributions within three major themes - multinational CPA, multinational SCSR, and the integration of CPA and SCSR - and their respective subthemes, and call attention to limitations in the extant research. We also highlight promising avenues for future research, including expanding the scope of NMS to incorporate microfoundations research, integrating macrolevel scholarship on global institutions, placing greater attention on the interaction between CPA and SCSR, and incorporating multi-actor global issues and movements. Our review underscores the growing importance and missed opportunities of NMS research in the international business field.
跨国企业深度参与非市场战略（NMS），包括企业政治活动（CPA）和战略企业社会责任（SCSR）。在本综述中，我们根据贡献的主题、方法、背景、理论和分析层次记录跨国非市场战略研究。然后，我们构建一个制度多元性框架来组织对这一庞大且零散的文献体系的分析。在此过程中，我们确定了三个主要主题——跨国企业政治活动、跨国战略企业社会责任以及企业政治活动与战略企业社会责任的整合——及其各自子主题中最具影响力的贡献，并提请注意现有研究中的局限性。我们还强调了未来研究的有前景的方向，包括扩大非市场战略的范围以纳入微观基础研究、整合关于全球机构的宏观层面学术研究、更加关注企业政治活动与战略企业社会责任之间的相互作用，以及纳入多行为体全球问题和运动。我们的综述强调了非市场战略研究在国际商务领域日益增长的重要性以及错失的机遇。
