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Journal of the Academy of Marketing Science

Erschienen in:

01.08.2011

Markets as networks: implications for strategy-making

verfasst von: Jan Johanson, Jan-Erik Vahlne

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2011

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Abstract

Based on empirical studies of firm exchange activities in business markets, this paper outlines a business network view of the firm-market relationship, which differs fundamentally from the view assumed by neo-classical economic theory. We define business networks as sets of connected business relationships. Thus business relationships and connections between relationships are the critical elements in the business network view. It is assumed, as suggested by the Uppsala internationalization process model, that an interplay between knowledge and commitment development is the mechanism that drives the relationship and network development process. Against this background the paper discusses how strategic change is analyzed in literature on alliances and networks. In conclusion the paper presents a set of propositions about strategy-making in business network settings.

Vorheriger Artikel Marketing and organization theory: opportunities for synergy

Nächster Artikel Marketing and the multinational: extending internalisation theory

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Titel: Markets as networks: implications for strategy-making
verfasst von: Jan Johanson
Jan-Erik Vahlne
Publikationsdatum: 01.08.2011
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-010-0235-0

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