engleski

Collaborative strategies to heal the competitive paradigm shortcuts

The complexity of the business, social and institutional environment the firm operates in challenges nowadays many of the established models and prhoneses that strategic management has revolved and fragmented around. Enlarged business context brings to managerial and board attention a broader strategic concerns that matter for sustainable competitive performance. In contemporary business reality the information steaming from so called market arena are of highest importance for competitive performance of the business. But the information steaming from non market arena, that have been commonly neglected in strategic management, are of particular interest, due to their change related content. This content can actually disclose the future needs, occurrences and opportunities before they become obvious to competitors, thus opening the possibility for a focal firm to take advantage of the early cues. Building on dynamic capabilities view that considers both inner and outer context of firm, we introduce an integrative view to corporate strategy, based on the interdependence and reinforcing loop mechanism of competitive and collaborative strategies of firm. The main challenge of the paper is to reveal that firm’s non market strategies harnessed to generate collaborative advantage, essentially complement its market ones, and so contribute jointly in creating sustained competitive performance. Moreover, by gaining the positions of prominence the firm becomes able to influence the business “rules of the game”. Based on the reciprocity norm, we highlight the potential of collaborative firm behavior within its stakeholder web as a genuine source of valuable information important for its competitiveness and sustainability. In order to empirically support the framework, the research results conducted in Croatia are presented.

Market and Non Market Strategies; Dynamic Capabilities; Collaborative Behavior; Reputational Dynamic Capability

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