The sustainable routes to formulating nonmarket strategies

Abstract

"This phosphate was produced sustainably." This thesis researches the relationship between the nonmarket environment and nonmarket strategies and further explores the routes companies have taken in embedding sustainability and formulating non-market strategies in their main business to better sustain the long livelihood of corporations. Examples will be drawn from multiple companies' case studies, as well as an indepth case study of OCP, Office Cherifien des Phosphates, a company in the extractive industry. Additional insight is provided from interviews conducted with corporate executives and experts in the fields of strategy and sustainability. The findings reveal an urgent need for integrating nonmarket strategies in a firm's main strategy and revealed similarities in how they were formed. The thesis concludes with a framework for companies to build nonmarket strategies that will help them move towards a more sustainable future.