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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
Integrated Strategy, Trade Policy, and Global Competition
Baron, David P.
39
/
2
(
Winter
1997
):
145
-
169
An integrated strategy captures the synergies between competitive strategies that seek superior performance in the marketplace and nonmarket strategies that shape the competitive environment. This article extends the conceptual and analytical foundations of integrated strategy to a competitive environment structured by international trade policy. The framework is illustrated by the international trade dispute between the Eastman Kodak Company and Fuji Photo Film Company regarding access to the Japanese market for consumer film and photographic paper. The analysis focuses on the synergies between market and nonmarket strategies in which governments act as agents of their companies. The framework incorporates competition between the two companies in their market environment, competition in the nonmarket environment to influence their government's bargaining position, and bargaining between the governments.