Title: The power of the social domain in sustainable development: non-market strategies for generating sustainable competitive advantage

Authors: Monica Thiel

Addresses: School of Business, Guangdong University of Foreign Studies, Higher Education Mega Center, Guangzhou, 510006, China

Abstract: This paper critically reflects on the assumptions and assertions of the social aspects in non-market strategies. There are few papers discussing the social-specific issues and challenges of human and social competition in non-market strategies. The primary objective of this literature review is to investigate the potential of the social domain in non-market strategies to create sustainable competitive advantage. The social domain plays a critical and strategic role to drive competition in non-market and market strategies in comparison to the economic and political domains. Critically reviewing the social aspects in non-market strategies permits reasonably sound inferences about unmeasured social conditions or situations; thus, permitting greater understanding of not only what is happening and where it is happening, but also why it is happening. This paper identifies society's capacity to drive sustainable competitive advantage in comparison to government and business.

Keywords: business; government; non-market strategies; social responsibility; sustainable development; sustainability; sustainable competitive advantage.

DOI: 10.1504/IJISD.2017.083304

International Journal of Innovation and Sustainable Development, 2017 Vol.11 No.2/3, pp.213 - 229

Received: 25 May 2016
Accepted: 31 Jul 2016

Published online: 23 Mar 2017 *

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