Market and Nonmarket Strategies (NMS) in China: Performance Payoffs in Turbulent Environments
© 2020, Springer Nature Limited. This paper investigates the financial and non-financial performance effects of strategic emphasis during times of market turbulence in China. A survey of 246 middle and upper-level managers in Beijing identified market turbulence as a direct driver of firm performance, a positive moderator of the link between market strategy and financial performance, and a negative moderator of the link between market strategy and non-financial performance. Market turbulence did not moderate links between either market strategy or nonmarket strategy and non-financial performance. These results suggest a performance payoff for leveraging NMS and a performance penalty for emphasizing market strategies during turbulent times.
Asian Business and Management
Zhang, L., Parnell, J., & Xiong, C. (2020). Market and Nonmarket Strategies (NMS) in China: Performance Payoffs in Turbulent Environments. Asian Business and Management. Retrieved from https://ir.una.edu/mm_facpub/13