Abstract:
In a modern society deeply characterized by sudden societal and economic changes, we are moving toward an era affected by countless shifts and increasing unpredictability. Over the past few decades, the spread of the Internet has been a channel through which the flow of information has reached speeds never seen before, allowing people to access any information at the click of a button. The general awareness and concerns regarding the socio-economic global situation have undoubtedly skyrocketed, forcing the business landscape to adapt as imposed by Darwin. To respond to the new demands of the market, companies must now address its doubts and offer solutions to the problems dragged from the past century.
In this sense, non-market strategies have become indispensable tools for companies navigating the complexities of the modern business environment. As consumers become more informed and increasingly concerned with issues like sustainability and ethics, companies are required to engage more actively and strategically with these non-market factors.
