Non-Market Issue Encountered by a Business, an Organization, or Industry

Non Market Issue Encountered by a Business, an Organization, or Industry
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Introduction
In business, strategies that may appear viable could fail if there is minimal understanding of the forces that govern the nonmarket environment. Nonmarket strategy significance is rising with consumers' attention to issues that affect them as entities face unpredictable, uncertain business environments (Linnenluecke et al., 2011). For example, Google has committed to using 100% renewable energy for its operations and has invested in renewable energy projects worldwide. It has also implemented energy efficiency measures such as LED lighting and intelligent building technologies. Last but not least, it has invested in carbon capture and storage projects and is working to reduce emissions from its supply chain (Google Data Centers, 2022). Since climatic policies that would regulate organizations' stances in the market are not fully implemented, firms must develop a carbon emission reduction strategy to achieve a competitive advantage. Therefore, this work argues in favor of Google's non-marketing carbon emission reduction strategy by showing how it will benefit and how the initiative is likely to succeed.
How Google will Benefit from Carbon Emission Reduction Strategy
Scientific studies associate global warming with emissions of harmful gases that result from human activities, specifically those attributed to carbon released from burned fossil fuels (Batten, 2018). Therefore, by acting on its values of sustainability, Google can show that it promotes climatic change efforts and is committed to decreasing its environmental impact.
There are various benefits that Google is likely to experience by adopting a carbon emission reduction strategy (GDC, 2022). These benefits include commanding public reputation and favorable government policy and regulation. Regarding public reputation, by adopting a carbon emission reduction strategy, Google will portray an image of a responsible and sustainable entity committed to reducing its environmental impact (SINGH, 2022). This will help improve the company's reputation among consumers, investors, and other stakeholders. Consumers are increasingly looking for companies taking steps to reduce their environmental footprint, and this strategy could help Google stand out from its competitors (Kong et al., 2002). Additionally, the strategy could help Google build trust with its stakeholders, as they will see the company as a responsible and ethical business.
Therefore, by acting on its values of sustainability, Google can show that it promotes climatic change efforts and is committed to decreasing its environmental impact. Concerning government policy and regulation, Google will be able to gain more favorable treatment from authorities and regulators worldwide by taking action on climate change (Pinkse & Kolk, 2010). Moreover, governments are increasingly taking action to reduce carbon emissions. By demonstrating its commitment to reducing its emissions, Google can show that it is committed to these emerging policy initiatives. Additionally, the company can influence policymaking and access government subsidies quickly. This could give Goo...