How a social or political issue is framed shapes the "nonmarket" context that surrounds it. Issue frames are not random; rather they are the product of strategic behavior by firms, government agencies, NGOs, and similar actors. Frames are not fixed and issues can be reframed over time. Framing is a powerful strategic tool that enables firms to shape the structure of the nonmarket environment to their advantage. This article identifies and illustrates five distinct pathways through which firms can shape different dimensions of the nonmarket environment.

【書誌情報】

ページ数：22ページ

サイズ：A4

商品番号：HBSP-CMR621

発行日：2016/5/9

登録日：2016/6/21