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Toward a View of Complementarity

Liedong, Tahiru Azaaviele and Ghobadian, Abby and Rajwani, Tazeeb and O’Regan, Nicholas (2015) 'Toward a View of Complementarity.' Group & Organization Management, 40 (3). pp. 405-427. ISSN 1059-6011

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Abstract

<jats:p>The extant literature argues that nonmarket strategies can establish, sustain, or enhance a firm’s competitive advantage. Less clear is how and why effective nonmarket strategies influence a firm’s competitiveness. Moreover, the extant literature tends to examine the two building blocks of nonmarket strategy—corporate social responsibility (CSR) and corporate political activity (CPA)—separately. In this article, we extend trust to the nonmarket environment. We analyze how CSR and CPA complement each other to create strong trust between firms and the polity, and how they consequently influence government policy. We show the mediating role of trust in policy influence, and argue that CSR and CPA should be aligned for the successful influence of salient government policy.</jats:p>

Item Type: Article
Uncontrolled Keywords: corporate social responsibility; corporate political activity; policy influence; trust
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences
Faculty of Social Sciences > Essex Business School
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 13 Feb 2017 15:37
Last Modified: 26 Apr 2022 10:36
URI: http://repository.essex.ac.uk/id/eprint/18821

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