The Effect of Nonmarket Capabilities on Firm Performance: How Knowledge and Capabilities Accumulated from Nonmarket Arenas Contribute to Firm Performance

This study addresses the existing gap in the nonmarket literature vis-à-vis nonmarket performance effects and the demand for managerial tools to obtain, sustain and transform knowledge of various nonmarket activities into specific nonmarket assets. This paper aims to describe the various nonmarket arenas and to explain how knowledge and capabilities accumulated from different nonmarket arenas contribute to firm performance.