The Nonmarket Sustainability Advantage

What It Is: An article laying out a structured "nonmarket strategy" framework — analysis, strategy formulation, capacity building, feasibility checks, and implementation — for how companies should engage with regulators, activists, and public opinion alongside their core market strategy. 

Why It Matters: The authors provide detailed cases that show the risks and best practices, that impact a company's social license to operate — arguing that nonmarket engagement isn't a side activity but a core determinant of whether a company's social license to operate holds. 

How to Use It: Use the five-stage framework (analysis, strategy, capacity, feasibility, implementation) as a working checklist when developing or auditing your organization's own nonmarket/public affairs strategy, while also considering safeguards, such as those in our Principled Influence: A Guide to Strengthening Public Affairs Practices in Polarized Environments.