Testing the relative effectiveness of marketing and political strategies: A deep dive into company responses to sociopolitical forces

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper concentrates on companies' use of political or marketing strategies in relation to sociopolitical pressures. Managing sociopolitical forces is a practice that's separate from managing other market-based forces, due to this needing a different skillset. Engaging with sociopolitical agents does make firms more likely to attempt to influence threatening government public policy. A relationship-based strategy to engage with social and political agents was reliably shown to elevate the capacity of a company to respond to and manage sociopolitical forces with marketplace consequences, for example, in the arena of health.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Testing the relative effectiveness of marketing and political strategies: A deep dive into company responses to sociopolitical forces", Strategic Direction, Vol. 36 No. 12, pp. 11-13. https://doi.org/10.1108/SD-09-2020-0171