By Peter Thilenius, Cecilia Pahlberg, Virpi Havila
Contributing pioneering new study, this cutting edge publication proposes new methods and instructions during which to increase the influential ‘business networks standpoint’ method of doing company. whereas prior learn has targeted upon relationships with shoppers and providers, the authors argue that there's a have to extend the outlook to incorporate different stakeholders. Taking a stand in a wide administration standpoint, chapters relate modern concerns inside of business and foreign advertising, product innovation, and knowledge structures. not easy latest perspectives and providing problematic choices; this quantity examines a number of examples that experience encouraged researchers to increase the enterprise community. to supply extra figuring out, Extending the enterprise community process relates present and new examine to territories, applied sciences and phrases to bare novel insights, and to inspire extra instructions for study.
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Additional info for Extending the Business Network Approach: New Territories, New Technologies, New Terms
In Chap. 17, Sabine Gebert-Persson and Enikö Káptalan-Nagy reintroduce legitimacy within the business network approach. Although the concept was presented in business network studies in the 1990s, it has received far less attention than the rather similar concept—trust. The chapter proposes a theoretical model that highlights how legitimacy is shaped and reshaped via interactions within the business network. Business network dynamics is the main topic in Chap. 18 by Peter Thilenius, Virpi Havila, Peter Dahlin and Christina Öberg.
The next two have a common stance on business relationships in an industrial setting, and study how information technology can reshape the business situation between suppliers and customers. The final two have a more network-wide approach on how technology affects consumers’ behaviour and transfer of knowledge. Chapter 8 relates the business network approach to service innovation as Per Andersson and Lars-Gunnar Mattsson discuss how digitalisation, especially technical platforms, enables service innovation.
Hadjikhani and LaPlaca (2013: 298) mention two books from the mid-1930s (Elder 1935; Fredrick 1934) as the ‘earliest books entirely devoted to industrial marketing’. However, as noted by LaPlaca and Katrichis (2009), besides journals specifically focused on B2B and relationship marketing—and there was actually such a journal, Industrial Marketing, published between 1915 and 1983—papers discussing industrial marketing were for quite some time relatively rare. 8 % of its articles focusing on industrial marketing.