Theoretical perspective

Theoretical basis

Basic assumption

Research topic

Rational perspective

Transaction cost theory; institutional theory; resource dependence theory; principal-agent theory; game theory; resource base model; SWOT model; five forces model

The enterprise is the rational organization to pursue the maximization of economic benefits, and the non-market strategy is the competitive means for enterprises to achieve their goals

Focus on the relationship between the enterprise and public policy; to seek the optimal solution of the non-market areas: what factors affect the formulation and application of non-market strategy? What specific enterprise should adopt non-market strategy to win the best performance? Enterprise is a rational organization to pursue maximum economic benefits; non-market strategy is the competition means for enterprise to achieve its goal

Political perspective

Resource dependence theory; stakeholder theory; social network theory; conflict theory; game theory; bargaining theory;

The enterprise is the game place of different interest groups; non market strategy is the interaction between the enterprise and its stakeholders

To explore the power relationship between the enterprise and its stakeholders, and to emphasize the balance between different interest groups: how to manage their stakeholders and how to influence the decision making?

Ethical perspective

Stakeholder theory; business ethics theory

Enterprises should take the responsibility of creating social value; non-market strategy should be the embodiment of enterprise’s social responsibility

Pay attention to corporate social responsibility; emphasizing the moral connotation from the perspective of ethics to judge non-market behavior: Is it the enterprise has the interests of all stakeholders? Is it to assume full responsibility? Is it non-market behavior contrary to business ethics?