The impact of market and nonmarket strategies on firm performance in Lithuania

Parnell, John Alan (avtor), Davidson, Michael W. (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: Lithuania, entrepreneurship, company performance, nonmarket strategy, central and eastern europe (CEE), firm size, firm performance
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Datum objave: 01.12.2025
• Leto izida: 2025
• Št. strani: Str. 221-235
• Številčenje: Vol. 27, iss. 4, article no. 3
• PID: 20.500.12556/RUL-176673
• UDK: 658
• ISSN pri članku: 2335-4216
• DOI: 10.15458/2335-4216.1362
• COBISS.SI-ID: 259620099
• Datum objave v RUL: 08.12.2025

Gradivo je del revije

• Naslov: Economic and business review
• Založnik: Univerza v Ljubljani, Ekonomska fakulteta
• ISSN: 2335-4216
• COBISS.SI-ID: 268649216

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: Litva, srednja in vzhodna Evropa, podjetništvo, poslovanje podjetja