Analysis of non-market strategies implemented by SMEs in an emergent economy: the case of Indonesia

Abstract

This research set out to explore institutional changes in Indonesia and their impact on the small firm’s choice of non-market strategies. A qualitative research using grounded theory principles was applied to provide a framework and to advance the description of the cases. The research found that firms are engaged in non-market strategies to deal with uncertainty and instability surrounding the non-market environment and help the firms manage the institutional and societal environment.