Corporate Reputation
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Marketing Strategy
The Global-Brand Advantage
Research indicates that buyers are more likely to perceive value in global brands.
Customers
Recovering and Learning from Service Failure
Is your company doing its best to address customer complaints and learn from mistakes?
Organizational Structure
The Nonmarket Strategy System
For managers, the challenge of understanding nonmarket forces — government, interest groups, activists, and the public — is frequently more difficult than understanding the market environment. The author develops a strategy system of principles, frameworks, and action plans to deal with the issues, in-stitutions, interests, and information that characterize the nonmarket environment. He uses the concept of a rent chain, analogous to the value chain, to show how com-panies can participate in policy-setting processes and generate leverage to their own benefit.
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