20.500.12556/RUL-176673 The impact of market and nonmarket strategies on firm performance in Lithuania This study examines the impact of market strategies (global growth, differentiation, and cost leadership) and nonmarket strategies (political engagement and social responsibility) on firm performance in Lithuania. Based on survey data from 114 managers analyzed using partial least squares structural equation (PLS-SEM) modeling, a global growth/differentiation strategy has a positive impact on performance, whereas cost leadership does not. Nonmarket strategies positively influence firm performance, with larger firms benefiting more, ostensibly due to greater resource availability and institutional influence. Firm size moderates the relationship between nonmarket strategies and perfor- mance, highlighting the importance of tailoring strategies to an organization’s specific characteristics. By focusing on firm size as a moderating factor, this study offers a nuanced understanding of how firms in Lithuania adapt strategies to align with evolving institutional frameworks and market dynamics. Managers in transitional and recently transi- tioned economies should integrate market and nonmarket strategies effectively while tailoring approaches based on organizational size. Lithuania entrepreneurship company performance nonmarket strategy central and eastern europe (CEE) firm size firm performance Litva srednja in vzhodna Evropa podjetništvo poslovanje podjetja true false true Angleški jezik Slovenski jezik Članek v reviji 2025-12-08 14:39:43 2025-12-08 14:42:54 2025-12-23 04:09:00 0000-00-00 00:00:00 2025 0 0 Str. 221-235 iss. 4, article no. 3 Vol. 27 Dec. 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-12-01 658 2335-4216 10.15458/2335-4216.1362 259620099 The_Impact_of_Market_and_Nonmarket_Strategies_on_Firm_Performance.pdf The_Impact_of_Market_and_Nonmarket_Strategies_on_Firm_Performance.pdf 1 223DD3593BC9DCA1DAEE68A0923B8D4E f67e8eb1166235c8fc0a245eaf29c9e88c38b007ae1350cc3ac756b704701b49 4a6aedfd-d43b-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223161 https://www.ebrjournal.net/home/vol27/iss4/3/ 0 3a6b1554-d43b-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223160 Ekonomska fakulteta Economic and business review 0 0 0