Complementarity in Firms’ Market and Political Capabilities: An Integrated Theoretical Perspective
ISBN: 978-1-78635-020-6, eISBN: 978-1-78635-019-0
Publication date: 3 May 2016
Abstract
We examine how a firm’s market-oriented capabilities (in areas such as R&D or marketing) and consumer focus (business-to-business or business-to-consumer) foster its effectiveness in pursuing corporate political activities. We then explore the sustainability of any advantage that firms may gain from their political activities. We develop a conceptual framework to propose that a firm’s political capabilities to implement different political tactics, such as information provision and constituency building, are a product of how related these tactics are to different market-oriented capabilities and to the skills needed to serve different types of customers. Finally, we propose that the integration of market strategies and political strategies provides new insight into the sustainability of the advantages that a firm might gain through political activities.
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Acknowledgements
Acknowledgments
We would like to thank Edward Walker, David Primo, and the participants of the 2015 Annual Conference of the International Society for New Institutional Economics (ISNIE) for helpful comments.
Citation
Jia, N. and Mayer, K. (2016), "Complementarity in Firms’ Market and Political Capabilities: An Integrated Theoretical Perspective", Strategy Beyond Markets (Advances in Strategic Management, Vol. 34), Emerald Group Publishing Limited, Leeds, pp. 437-470. https://doi.org/10.1108/S0742-332220160000034013
Publisher
:Emerald Group Publishing Limited
Copyright © 2016 Emerald Group Publishing Limited