INTRODUCTION
Non market strategies are used by organizations around the world to form or gain soft power and to achieve competitive advantage in the industry. The Non-market strategy can by defined as the way to pursue the goals of an organization in the best strategic possible manner. Non-market strategy is the use of the political and the social environment to capitalise on the opportunities from these environments (Baron, 1998, p. 2-3). The political and the social factors of an environment are the major factors which determine the accomplishment of the strategic goal which the company aims at achieving.
Traditionally, ...