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Achieving Supply Chain Integration: Connecting the Supply Chain Inside and Out for Competitive Advantage by Mark A. Moon, Chad W. Autry

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6. Getting Aligned: The Benefits of Integrating Market, Environmental, Social, and Political Strategies Within the Organization

By T. Russell Crook, Michael P. Lerman, and Matthew C. Harris1

When executives take the time to develop and implement strategy, their firms typically perform better. The alignment framework presented in this chapter provides guidance for executives regarding some key considerations in what is important in market strategy, and how executives can integrate market strategy with environmental, social, and political strategy. On the one hand, market strategies focus on customer attributes and are geared toward building advantages over competitors. On the other, nonmarket strategies, such as environmental, social, and political ...

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