Sense-making and management in business networks — some observations, considerations, and a research agenda

Business networks are complex webs of interdependent exchange relationships within which companies and individual managers operate. They consist of manifold actors, complex interactions, as well as organizational structures and resource transformation processes. Business managers cannot just capitulate vis-à-vis this complexity. Making sense of complex business networks helps managers to understand their own position, as well as their available options for change. Similarly, research in the area of sense-making and management in business networks may help us understand how managers cope with the contextual complexity in business networks, and how managers construct the forms in which this complexity appears. This paper identifies six major research themes that need to be taken up in the future with regard to sense-making and management in business networks, and discusses some methodological issues to advance our knowledge in this area.     

Network pictures as a research device: Developing a tool to capture actors' perceptions in organizational networks

In business networks, strategic actions are believed to be guided by actors' subjective views or perceptions of their surroundings. Researchers thus consider these perceptions as important for understanding network related phenomena. Despite their recognized importance, there has not been much research aimed at developing a way to systematically capture these perceptions. The purpose of this paper is to show how actors' subjective views of the business network can be analyzed using the research device of network pictures. This is accomplished by developing an empirically derived dimensional model for capturing different aspects of an actor's subjective view. We exemplify how the developed device can be applied, and illustrate how there seem to be ‘types’ of ways of perceiving the business network. This paper therefore represents a methodological contribution through the development of a tool that may change researchers' practices in understanding business networks.     

Actor network pictures and networking activities in business networks: An experimental study

In recent years, there has been increasing interest among business-to-business marketing scholars in the processes of managerial cognition. In particular, actors' network pictures, defined as the cognitive representations of managers' business surroundings have attracted much attention. However, there has so far been no empirical research on the impact that network pictures have on managerial behavior. The purpose of this paper is therefore to understand if and how specific pertinent network picture characteristics — namely power, dynamics, broadness, and indirectness — are associated with different behavioral choices, i.e. networking strategies. Based on an experiment with 445 Executive MBA students, all international managers across different industries, we find that managers' choices when managing business relationships, their strategic actions, are affected by the way they perceive their surrounding business network. However, amongst the different theoretical models of networking activities tested, only the power dimension showed significant associations with all four network picture characteristics. This study represents the first to empirically study the connection between cognition and behavior in business-to-business markets, as well as one of the few to apply an experimental design to study a business-to-business marketing related phenomenon. Also, it paves the way for future understanding of the association between network picture characteristics and networking strategies in interaction between actors.     

The internationalisation from a network perspective: A longitudinal study

This article explores a range of internationalisation options in terms of their adequacy in explaining the patterns of internationalisation undertaken by contemporary organizations. It is argued that there is a life cycle in the internationalisation of firms and that existing explanations of internationalisation cater for some, but not all, elements in this life cycle. The paper then outlines a longitudinal study of the internationalisation of an Australian firm from its early tentative involvement via export in the 1960's to its acquisition by an overseas firm in 2000. This study shows that network embeddedness appears to offer the most comprehensive explanation for the international life cycle of contemporary organizations.     

A holistic network model for supply chain analysis

Supply chain researchers are experiencing a conceptual and analytical paradox. They are asked to move beyond dyadic analyses and investigate larger network effects with only a limited analytical toolkit. This research proposes the use of bilinear mixed-modeling to holistically analyze supply chain phenomena. Through this approach, researchers are able to account for multiple supply chain relationships, higher-order dependencies among member firms, and simultaneously evaluate covariates from buyer and seller perspectives. The model is validated through the lens of a pervasive supply chain problem commonly referred to as the bullwhip effect. A sample of firms from the US apparel industry in 2004 is analyzed and then the findings are confirmed using data from 2005. In addition to validating the model through the presence of the bullwhip effect, the bilinear model illuminates variables such as advertising, price deals, inventory turnover, and inventory backlogs that exacerbate or diminish inventory differences between firms in a supply chain. The results extend research on supply networks and supply efficiency to a more holistic level and show that higher-order dependencies are important drivers of supply chain phenomena.     

Developing an organizational typology of criminals in the meat supply chain

The European Horsemeat Scandal of 2013 highlighted the increasing organization and sophistication of the contemporary food criminal. This study aims to develop a more sophisticated understanding of the typology of the food criminal in terms of their modus operandi and how individuals and organized crime groups develop criminal business models and networks in the context of meat supply. This research initiates a synthesized literature review across the seemingly disparate academic disciplines of food and agricultural policy, business theory and criminology in order to characterize the modes of operation at work in such networks. A conceptual framework is developed that considers the actors and drivers involved in criminal activity using the meat supply chain as an example.     

Compatibility and competition in airlines demand side network effects

Network effects arising in air transport markets are usually viewed as resulting from the implications of joint production on the cost side. In this paper, we focus on network effects originating on the demand side. We consider a network that links three cities involving two direct and one indirect connection. Two carriers, with asymmetric traffic rights on this network compete sequentially: at the first stage, they choose their departure times; at the second, they set prices. We show that in order to compensate its network disadvantage the ‘weak’ carrier chooses its departure time as close as possible to its competitor's. This is in contrast to the usual maximum differentiation principle. The network effect intensifies price competition. Depending on the size of the market and on consumers valuation of waiting time, various subgame perfect equilibrium configurations are exhibited.     

Making sense of network dynamics through network pictures: A longitudinal case study

There have been a number of attempts to describe and analyse networks and company positions in them and to help companies to manage or change their “network position” [ [H?kansson & Snehota, 1995] and [Ford et al., 2003]]. But most of these have confined their attention to a particular point in time or have looked at network evolution over a restricted time period, such as Lundgren (1995) [Lundgren, A. (1995) Technological Innovation and Network Evolution. Routledge, London and New York.] and Andersson (1996) [Andersson, Per (1996), The emergence and change of Pharmacia Biotech 1959-1995. The power of the slow flow and the drama of great events, doctoral thesis, Stockholm School of Economics, Stockholm.]. This paper is based on the idea that insights into the dynamics and evolution of networks and companies may be found by taking a longer term perspective. It uses historical documents and correspondence to examine the evolution of a network and of a single company within it over a period of close to a century. The paper highlights the fact that networks and networking are not modern inventions, but are intrinsic to the nature of business activity. The case study also provides illustration of a number of network phenomena, such as network position, networking and the paradoxes that are endemic in networks. Finally, the paper concludes with some lessons that may be drawn from the case for successful management in a network.     

Mapping network champion behavior in B2B electronic venturing

This study examines the concept of a new venture, B2B e-market in the light of participants who are involved in its innovation and diffusion processes. Our assessment results in the development of two key working propositions. The first proposition attempts to explain the relationship of the participants in the network and their contribution to innovation and diffusion processes over time. The second proposition attempts to explain how network champions (NC) contribute by bringing suppliers and buyers together in an electronic marketplace over time. In particular, this research adds to the industrial marketing literature by applying a case research method that is particularly useful for operationalizing theory development in business-to-business environments.     

Exploiting the B2B knowledge network: New perspectives and core concepts

This editorial introduces the articles in this special issue of Industrial Marketing Management, which presents the best papers from the 23rd Annual IMP Conference, held at Manchester Business School, UK in September 2007. The papers have been selected to represent the interaction, relationship and network perspectives and encompass, value, relationship assets, trust, commitments and the constitution of networks.     

A network perspective on idea and innovation crowdsourcing in industrial firms

Crowdsourcing has been attracting the attention of both academics and practitioners over recent years. The aim of this article is to contribute to the current body of knowledge on innovation in networked contexts by systematically analyzing various crowdsourcing configurations available to industrial firms. We first develop a categorization of crowdsourcing in industrial firms comprising four distinct configurations: internal crowdsourcing; community crowdsourcing; open crowdsourcing; and crowdsourcing via a broker. We then proceed to draw from the literature on industry networks to further deepen our understanding of how these four distinct configurations can contribute to business and innovation activities of a focal industrial firm. Specifically, we focus on the structural properties, nature of collaboration, and governance of crowdsourcing networks. This novel combination of crowdsourcing and network research delivers new insights that enrich current understanding on various options available to industrial firms operating in networked contexts to facilitate their innovation processes.     

The impact of external forces on cartel network dynamics: Direct research in the diamond industry

This paper describes the impact of external environmental forces on cartel networks. Using a case research approach, this report examines two leading business networks within one industry, over time. The results suggest that (a) bargaining power of intermediaries increases with the advent of new and powerful actors, (b) process activities that cartels previously controlled are being outsourced to new actors sometimes based in developing countries, (c) other actors are acquiring resources once dominated by a cartel, (d) external forces triggered by the illegal diamond trade, such as international regulatory constraints, no longer favour cartels like De Beers, and (e) over time, these and additional environment factors are forcing actors like De Beers who perform rigid process activities to become more flexible. For example, forces are moving cartels which relied previously on hand-picked intermediaries in highly controlled networks to market their products to adopt a flexible market-focused expansion of operations in retail contexts.     

Networks for the commercialization of innovations: A review of how divergent network actors contribute

Successful commercialization is of great importance to innovative firms, and the recent literature has increasingly acknowledged that networks make a contribution not only to research and development but also to commercialization. However, research on networks facilitating the commercialization of innovations is scattered across divergent disciplines. A single company is rarely capable of generating successful diffusion in the commercialization of an innovation; success often requires cooperation between individual actors and organizations, and support from stakeholders. Consequently, the network aspect of commercialization is crucial. The aim of this study is thus to integrate the knowledge on how current research and business has employed the network approach in commercialization, and how contributors external to the innovator firm can facilitate the commercialization of innovations. On the basis of an extensive metatheoretical literature review and a qualitative and quantitative content analysis on articles linking networks explicitly to commercialization, this study produces a conceptual synthesis on network actors' contribution potential to commercialization. The analysis identified divergent network approaches to commercialization and gathered extant knowledge on “commercialization networks” from the multidisciplinary literature of innovation management, marketing, management, technology, entrepreneurship, and other relevant disciplines. Networks for commercialization have been linked to divergent network approaches, such as industrial networks, social networks, strategic networks, and entrepreneurship networks. According to the findings, customers and users, distributors, complementaries, suppliers, investors, associations, public organizations, and policy makers and regulators can support commercialization by performing practical commercialization tasks, facilitating innovation adoption/diffusion and creating markets. We also identified four modes of contribution. In terms of methods, qualitative research dominates current examinations on the topic while longitudinal research and investigations from multiple network actors' perspectives are almost absent. The results also indicate a need to develop coherent conceptualizations and accumulate knowledge that would strengthen the theoretical basis of the research. A pivotal contribution of this article is that it is the first to generate an integrative framework and a research agenda on networks for commercialization — a theme that is emergent, multifaceted, and crucial to innovative companies.     

Internet peering as a network of relations

This paper applies results from recent theoretical work on networks of relations to analyze optimal peering strategies for asymmetric Internet Service Providers (ISPs). From a network of relations perspective, ISPs’ asymmetry in bilateral peering agreements need not be a problem, since when these form a closed network, asymmetries are pooled and information transmission is faster. Both these effects reduce the incentives for opportunism in general, and interconnection quality degradation in particular. The paper also explains why bilateral monetary transfers between asymmetric ISPs (Bilateral Paid Peering), though potentially good for bilateral peering, may have negative effects on the sustainability of the overall peering network.     

Developing integrated solutions: The importance of relationships within the network

Firms that have traditionally focused on selling products, spare parts and services face difficulties with increasing competition and declining margins. They are therefore turning to new strategies where products and services are integrated into so-called integrated solutions. Research on the challenges this presents is sparse, but there is evidence that internal factors as well as external relationships play an important role. In this paper we investigate the relationships within the business network in order to uncover some of the complex issues related to integrated solutions, including how and to what extent these relationships facilitate or impede the development of integrated solutions. Two case studies of one more and one less successful initiative within the same firm are used to illustrate challenges and possible success factors for the development of integrated solutions in the capital goods industry.The paper identifies the following six factors as important when developing integrated solutions: the strength of the relationships between the different actors involved, the firm's position in the network, the firm's network horizon, the solution's impact on existing internal activities, the solution's impact on customers' core processes, and external determinants. It shows that inter- and intra-firm relationships can both enable and obstruct the development of integrated solutions. For the firms involved in the development of integrated solutions, it becomes crucial to manage this duality.     

The emergent role of value representation in managing business relationships

This paper explores value processes, their effects, and their management in business relationships. Over time, scholars progressively moved their interest from the value of the objects exchanged to the value of business relationships. However, how value is related to interactive processes that characterize business relationships still remained unclear. With this scope, the paper brings to the fore recent studies on the role of actors' perceptions of value and the interactive features of the business context. The empirical research involves 77 interviews carried out over two years with actors internal and external to the Mikron Tool's business network, a Swiss leader in manufacturing high-precision tools. The study shows that four key value processes – value creation, value communication, value measurement, and value appropriation – determine specific consequences that must be managed to achieve effective business relationships. Moreover, empirical evidences highlight the relevance of value representation in affecting the four value processes. The study contributes to an improved understanding of value management in interactive and interdependent business contexts. Also, it draws attention to the need for a better integration between the traditional economic view of value and recent insights from the fields of organizational psychology and sociology.     

The network perspective and the internationalization of small and medium sized software firms from Syria

This study has employed a case-based approach to explore the relevance of relational factors in explaining the internationalization of six software B2B SMEs from Syria. It contributes by providing rare empirical insights on the internationalization behavior of Middle Eastern SMEs and redressing, albeit slightly, the apparent research gap in the internationalization of knowledge-based SMEs from developing countries. Analysis results suggest the importance of the relational perspective in explaining the initial internationalization, market selection and internationalization speed of the investigated software firms. It emerged that the case firms either reacted to the cross-border opportunities offered by their relational contacts or proactively pursued overseas opportunities through existing and newly developed relationships. Their market entry decisions and internationalization pace also appear to have been influenced by these relationships. Both social and business networks were found to be important, but social ties seemed more influential at initial stages, with business networks becoming more dominant subsequently. The article concludes with appropriate recommendations for managerial decision making and future research.     

The construction of managerial knowledge in business networks: Managers' theories about communication

In this article we regard managers' knowledge as a nuanced construction of reality that produces particular ‘espoused theories’ about the self as a practitioner and the environment in which they practice. Everyday managerial practices take place within the context of these theories. We argue that a subtle analysis of managerial talk can enhance the study of inter-firm relationships by revealing the espoused theories on the basis of which boundary spanners act. To demonstrate the construction of managers' knowledge, we introduce and explore materials collected in interviews with marketing and purchasing managers in several industrial contexts. We restrict our focus to talk about instances of communication to explore in depth how this talk establishes perceived ‘facts’ about inter-firm communicative work. We identify key discursive repertoires that are deployed to establish the range of communicative work, the difficulty in managing the directionality of communication and the complexity of managing in sometimes ambiguous situations — managerial ‘facts’ that are absent in some communication research. At the same time, discursive repertoires are deployed to establish the self as an able practitioner and a capable participant in communication. Our study has implications for boundary spanners and their organizations. We consider how boundary spanners' understandings of communication may be better deployed by the organizations that employ them and also in management education and training.     

ICT technologies in Europe: A study of technological diffusion and economic growth under network theory

The sector of Information and Communication Technologies (ICT) is one of the key instruments for the development of an economy. The literature emphasizes its capacity for both increasing productivity and generating new sources of income and wealth (5 and 20 among others). Traditionally studies on the ICT sector have focused on the analysis of its economic impact, but not on its capacity as a “bridge” for information and knowledge flows across the economic network. Following Burt's approach (1992) on structural holes, the organization of the economic network defines where and for whom new opportunities lie. The structural hole methodology allows to analyze the capacity of the ICT sector as an enabler of technological diffusion and innovation. The results show that the European ICT sector not only is important for its intermediary role in the flow of information across the economic network, but also for its low level of dependency on other sectors.     

The influence of firm,industry and network on the corporate social performance of Japanese firms

We develop and test the thesis that corporate social performance (CSP) constitutes a socially constructed and shared strategic asset, which is not only influenced by factors specific to a firm, but also by the social performance of firms in its industry and inter-corporate network. Using variance decomposition, we analyze data from 130 large Japanese firms and find that both firm-specific and industry-level factors account for significant variance in CSP, but network-level factors do not.