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? |