Page 27 - BA1 Integrated Workbook STUDENT 2018

Mission, vision and stakeholders

Non-market strategy

Non-market strategy refers to an organisation’s interactions with its non-
market environment – in particular:

 governments

 charities

 pressure groups

 the media

 the public at large.

Corporate political activity (CPA) is the involvement by an organisation in
the political process, with the aim of obtaining certain policy preferences.
This could involve:

 lobbying – either individually or as part of an association

 donations to political parties

 legal action against governments.

The organisation must be careful to consider the ethical and legal issues surrounding
CPA before it is undertaken.

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