Event Details

This session, aimed at prospective undergraduates, explores "Nonmarket Thinking".

Businesses nowadays are influenced not only by consumers, markets and competitors, but by various other external groups and organised parties taking action (known as actors).

‘Going out of business’ is a play on words meaning going beyond conventional thinking in business. Nonmarket actors in 2021 include activist and civil society actors, special interest and advocacy groups, social media and information flows, and public and regulation dynamics. Nonmarket actors now influence what businesses can do, the products and services they create and how they relate to customers. Going beyond business viewed as only in terms of markets is a new approach to understanding the role and purpose of contemporary management practice and business organisations.

In this Masterclass, Dr Martin Brigham will introduce you to Nonmarket Thinking, and show how this concept is relevant to your future professional career in management and business organisations.