Institutional strategies are directed towards influencing the external environment of the firm (cf. Pfeffer and Salancik, 1978) and should be viewed as complementary to technology or innovation strategies by which incumbents develop a technology themselves (cf. Bergek et al., 2008, 2009; Karltorp and Sandén, 2012).
(Smink et al. 2015: 87)
aka ‘non-market’ strategies (methodologically that distinction works, ontologically, not so sure – markets and states/regulations/cultures are massively imbricated. Varieties of Capitalism yadda yadda yadda).
See also institutional shifts, institutional work