Burgeoning complexity and variability in the political and social contexts in which multinational enterprises (MNEs) operate has led to increased research on MNE nonmarket strategy. This focus is enhanced by ethical concerns about the nonmarket practices of big business, particularly in institutionally fragile or nascent market contexts. In this introduction to our special issue on the complexities and varieties of nonmarket strategy, we review the extant research on MNE nonmarket strategy, specifically on corporate political activity and corporate social responsibility. Our review suggests that to address the complexities related to nonmarket strategy in a changing international context, corporate stewardship is inadequate and MNEs must adopt a more authentic and culturally embedded values-based nonmarket strategy approach, which can contribute to long-term advantage. Subsequently, we introduce and synthesize the papers in our special issue and present a research agenda for furthering scholarship on values-based nonmarket strategy.

跨国企业 (MNE) 经营所处的政治和社会环境日益复杂化和多变性，导致对跨国企业非市场战略的研究不断增加。对大企业非市场行为的道德担忧增强了这种关注，特别是在制度脆弱或新生市场环境下。在本期关于非市场战略的复杂性和多样性的特刊介绍中，我们回顾了跨国公司非市场战略的现有研究，特别是关于企业政治活动和企业社会责任的研究。我们的审查表明，为了在不断变化的国际背景下解决与非市场战略相关的复杂性，企业管理是不够的，跨国企业必须采用更加真实和文化嵌入的基于价值观的非市场战略方法，这有助于获得长期优势。随后，我们介绍并综合了特刊中的论文，并提出了进一步推进基于价值观的非市场战略学术研究的研究议程。