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Aligning for AdvantageCompetitive Strategies for the Political and Social Arenas$
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Thomas C. Lawton, Jonathan P. Doh, and Tazeeb Rajwani

Print publication date: 2014

Print ISBN-13: 9780199604746

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199604746.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 16 October 2019

Shaping Information Value

Shaping Information Value

Chapter:
(p.135) 8 Shaping Information Value
Source:
Aligning for Advantage
Author(s):

Thomas C. Lawton

Jonathan P. Doh

Tazeeb Rajwani

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199604746.003.0008

This chapter explores the power of information as a key determinant of which companies win—or lose—in the nonmarket environment. Typically, the essence of influencing nonmarket actors requires using high-quality information for and from different stakeholders. It advances the practical steps that managers can use in developing an information package to create value in the nonmarket. The nonmarket activity must ultimately harness this information to persuade legislators or citizens to align with the firm’s nonmarket position. There are several key learning points in this chapter for strategic managers and business leaders. Firstly, information packages need to be defined and delivered in relation to specific issues. Secondly, managers need to plan their information exchanges with sufficient attention to targeting, quality, frequency, resources, and relationships. Thirdly, managers who proactively configure their information delivery process enhance their chances of getting their messages across to key nonmarket stakeholders.

Keywords:   information, targeting, frequency, relationships, nonmarket stakeholders

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