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S I X T H E D I T I O NBUSINESS AND ITSENVIRONMENTDavid R BaronStanford UniversityPEARSONPearson Education International
ContentsListofCasesxviPrefacexixPART I: STRATEGY AND THE NONMARKET ENVIRONMENT 1CHAPTER1Market and Nonmarket Environments1Introduction1The EnvironmentofBusiness2The RoleofManagement3MarketandNonmarket Environments4Analysisof theNonmarket Environment: The FourI's 5The Nonmarket Environmentof theAutomobile Industry5Issues5 •Interests8 •Institutions9 •Information10Changein theNonmarket Environment11Anticipating Changein theNonmarket Environment13The Nonmarket Issue Life Cycle13EXAMPLE: GRADUATION CARDS14Summary16Cases17TheNonmarket Environment ofthe PharmaceuticalIndustry17TheNonmarket Environment of McDonald's20TheNonmarket EnvironmentofGoogle25CHAPTER2Integrated Strategy33Introduction33Strategyin theNonmarket Environment33The ImportanceofNonmarket Strategy33 •CompetitionandChange in the Nonmarket Environment35Strategyandthe Nonmarket Issue Life Cycle36 •StrategiesandBorders36Integrated Strategy37Googleandthe Spectrum Auction38EXAMPLE: DIRECT-TO-CONSUMER ADVERTISING AND INTEGRATED STRATEGY IN THEPHARMACEUTICAL INDUSTRY40ApproachestoIntegrating Market and Nonmarket Strategies41Nonmarket Positioning42Nonmarket Positioning and Market Strategies43EXAMPLE: EBAY'S POSITIONINGINLEGAL SPACE44Positioning Spaces46 •The PerilsofPositioning47Nonmarket CapabilitiesandReputation48A Frameworkfor theAnalysisofNonmarket Issues49EXAMPLE: CITIBANK AND CREDIT CARDS FOR UNDERGRADUATES51Organizationofthe Nonmarket Strategy Function52Summary53Cases54ExclusiveResorts:Entrepreneurial Positioningand NonmarketDefense54Envirotest Systems Corporation(A) 57Molecular InsightPharmaceuticals:Integrated StrategyforaDevelopmentStage MolecularMedicine Company61
vi ContentsCHAPTER 3 The News Media and Nonmarket Issues 66Introduction 66The Role of the News Media in Nonmarket Issues 66Messages and Their Interpretation 68A Theory of News Media Coverage and Treatment 69Intrinsic Audience Interest 69 • Societal Significance 70 • Combining the Perspectives 70Extending the Theory 72Newsworthiness 72 • The Cost of Coverage 73 • Balance and Fairness 73The Nature of the News Media 74NewsOrganizationsasBusinesses 74 • The Profession 74 • Does the News MediaTreatIssues Selectively? 75Bias,Accuracy,and Fairness 76 • The Internet and Citizen Journalism 77Business Interactions with the News Media 78The Need for Information 78 • Media Strategies 78 • Responses and Media Vacuums 79Media Interviews 79 • Anticipating Issues 80 • Unanticipated Events 81Recourse in Disputes with the Media 81Private Recourse 81EXAMPLE: PROCTER & GAMBLE AND NEIGHBORTONEIGHBOR 82Recourse to the Law: Defamation and Libel 83 Political Recourse 84Summary 85Cases 86GeneralMotors:Like a Rock? (A) 86Illinois PowerCompany (A) 88CHAPTER 4 Private Politics 90

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Term
Fall
Professor
RaymondYipChoy
Tags
Business, Management, International Trade, European Union, A Theory of Justice, Nonmarket environment, Nonmarket Environments, Nonmarket, nonmarket strategies

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