价值网视角下的营销网络发展

随着环境的变迁与企业经营理念的发展,营销网络需要由关系网络逐步向创造、传播、传递顾客价值的虚拟网络系统,即营销价值网转化.营销价值网要坚持顾客导向,以顾客需求为起点,以顾客价值为核心,网络成员协调一致努力为顾客创造、传播、传递更优异的顾客价值,在满足顾客需要的同时,追求网络成员共同利益的增长.营销价值网不仅是顾客价值的创造系统,同时也是顾客价值的沟通与传递系统,其发展程度取决于营销者与网络成员之间关系的性质和强度.     

社会网络嵌入性视角下企业社会责任披露

企业作为社会网络中的一个组织,它不再被看作孤立的交易主体或者商业契约的一方,而是包括市场与契约在内的广大社会网络的一个组成部分,基于此,本文通过对企业社会责任的内容进行归纳与分类,借鉴社会网络的特征,如结构洞特征、非长期性、互惠性特征等等,分析企业社会责任以及企业社会责任的披露制度对于企业本身以及整个社会的正面影响。     

生产性服务外包的关系特征和价值网络构建

在社会网络视角下生产性服务外包关系表现出明显的特征,如地理接近性和关系接近性并存、知识的交互频繁和众多外包关系形成的网状结构.各生产性服务企业之间及其与制造企业在服务外包的交互中形成了以价值为纽带关系的网络.价值网络的结构、资源和规范是构建此网络的三个重要方面.生产性服务外包的价值网络是在关系契约和网络规范的共同作用下,通过发挥规模经济和专业化优势,获得共同收益,降低边界成本,同时获得战略优势.而价值网络发挥优势的源泉在于知识共享,生产性服务外包的价值网络通过知识互动形成技术创新优势和管理创新优势.     

联盟网络竞争优势创造的二维分析

本文通过对战略联盟以及竞争优势相关理论研究的总结,基于价值网思想,依托于企业资源、能力理论和社会资本理论,构建联盟网络竞争优势创造理论模型,从联盟关系和联盟网络关系两个维度对战略联盟竞争优势创造进行分析。     

顾客价值视角下企业价值网络博弈分析及其治理机制构建

企业的竞争已经转向价值网络之间的竞争,价值网络通过提高顾客价值挤压未加入价值网络的单个企业的利润空间,迫使单个企业创建自己的价值网络或加入已有的价值网络。本文通过引入单个企业与价值网络能力差距的微观角度,构造了价值网络与单个企业之间的顾客价值博弈模型。指出单个企业需要通过创建自己的价值网络或加入已有的价值网络,提高顾客价值,突破利润封锁,最后提出了基于顾客价值的价值网络治理机制。     

价值网财务管理环境下企业绩效提升研究

文章基于DEA—Malmquist模型,选取2014—2021年阿里巴巴、小米、腾讯和百度的价值网内上市公司作为研究对象,实证研究价值网财务管理环境下企业绩效的提升。研究结果表明：其他条件不变的情况下,价值网财务管理环境下企业绩效有明显的提升,即价值网内企业绩效高于价值网外企业,且企业进入价值网后绩效高于进入价值网前。最后,从网外企业积极加入现有价值网和提升价值网内企业技术与创新水平两个方面提出了建议。     

价值网络视角下商业模式问题的研究

商业模式已经成为企业核心竞争力的重要部分,而随着IT业的兴起和进一步发展,价值网络逐渐兴起发展,基于价值网络的商业模式也成为企业新领域,本文从价值网络视角构建企业的商业模框架,进一步研究企业的商业模式,增强企业的竞争优势。     

企业网络结构性风险分析

企业网络作为一种新的组织模式越来越受到战略管理学家和经济学家的关注,对企业网络风险的研究是学界未来的研究重点。一个组织的结构决定着它的效率和运行机制。从网络密度、网络中心度、网络对等性、网络规模和网络结构自主性五个维度对企业网络结构性风险进行分析。从一个全新的视角挖掘出企业网络风险产生的根源,对加强企业网络风险的防范和治理提供有益借鉴。     

社交网络环境下基于网络口碑影响力的客户价值评价

社交网络环境下消费者网络口碑影响力的作用日益凸显,针对传统RFM模型进行客户价值评价仅仅考虑客户购买为企业带来的直接价值的局限性,本文提出将口碑发送者的口碑影响力作为客户的间接价值,利用问卷调查和SPSS进行的效度分析、信度分析、相关分析、回归分析确定间接价值的影响因素。研究发现：发送者与接受者的社区同嗜性、发送者与接受者之间的关系强度、发送者的专业性以及发送者亲和力与发送者的间接价值显著正相关。文章根据分析结果构建基于RFM模型进行改进的客户价值评价RFM-WOM模型,最后针对分析结果给出企业进行客户分析的启示。     

关系租金网络组织下专利经济价值的新视角

发明过程的累积性和产品或服务的复杂性使得权利分割程度日益扩大,产品技术的所有权可能被多个专利权利共同拥有,这促使了产品技术商业化的复杂性,也加剧了专利权人之间的复杂程度,特别是在网络组织中,专利的经济价值与专利技术之间的关联性更加紧密,技术之间的关联性使得企业的生存离不开外部、内部之间的关系。本文基于网络组织理论,从关系租金视角研究专利的经济价值,研究发现,在网络组织环境中,专利以社会资本的角色,将其经济价值依附在关系租金的产生和交易范式上。     

The Transformation of an Old Industrial District: Firms, Family, and Mutuality in the Zaanstreek between 1840 and 1920

The Zaanstreek—northwest of Amsterdam, The Netherlands—hasbeen a highly industrialized region for nearly four hundredyears. For most of this period, it showed a strong sense ofcommunity and a high degree of cooperation between firms, whichis usually considered to be typical for an "industrial district."However, between about 1840 and the First World War the characterof this industrial district was dramatically transformed. Inresponse to the rapidly growing integration of markets in thenational and international economies since the 1840s, the Zaanstreekwent through a radical change in energy base, as well as a fundamentalshift in industrial structure. This essay addresses the questionsof what happened to interfirm cooperation in the Zaanstreekwhen this fundamental transition in energy base and shift inindustrial structure came about and how and to what extent entrepreneursin the Zaan district between 1840 and 1920 managed to preservethe sense of community and interfirm cooperation that were thehallmarks of this region since the seventeenth century. It showsthat the principle of mutuality eventually proved no longerstrong enough to keep the actors in these institutions together.Ties between firms within the industrial district were in severalrespects replaced by, or subordinated to, ties between firmsoutside the industrial district. What kept interfirm cooperationin the district nevertheless intact for much of the period after1920 were ties of regional family networks. The essay concludeswith a few observations about the relevance to the study ofindustrial districts in general.     

Network cohesion in global expansion: An evolutionary view

Increasingly, competitive advantage does not reside in a single firm's capabilities or resources, but in interfirm networks that compete with other networks. Recognizing that deployment of the network as a cohesive and coordinated organization is critical when it operates globally, we ask: How does global expansion, in particular entry into emerging markets, affect the cohesion of a large interfirm network and with what consequences? We examine this question through an evolutionary perspective, conceptualizing the process of variation–selection–replication–retention as one cycle of a network-level routine of global expansion. Movement through the cycle accelerates with high levels of network cohesion such that market entry and foreign establishment may become more rapid. We present a longitudinal analysis of the Toyota Group from founding through to its more recent entry into emerging markets, and identify the dangers of a diversion in any stage of this network routine. Our findings highlight the role uncertainty in the emerging market context and speed-based competition plays in the loss of network cohesion, and point to the ongoing, and possibly increased, importance of the core firm's role in maintaining network cohesion and global competitive advantage.     

Value Creation in Brand Alliances: A Dynamic Conceptualization

The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic approach, based upon the literature on strategic alliances and inter organizational relationships, to explain the importance of organizational components in brand alliances. The research question is to identify the key components which allow the creation and sustaining of value: context, actors, objectives, behaviors, resources, and governance mechanisms, internal and external conditions affecting the value creation process. Then the framework is applied in case studies of brand alliances in the food market. We show that the impact of these components depends on the nature of the organizations involved, on market conditions and on the manner resources and governance mechanisms are combined together.     

Does network board capital matter? A study of innovative performance in strategic SME networks

This article examines the effects of network board capital (i.e., human capital and relational capital) on total, radical and incremental network innovative performance. Results from a five-year longitudinal study of network boards in 53 strategic networks suggest that a network board's diversity, education level, and interlocking directorates with other such networks affect network innovative performance. The degree of board diversity and interlocking directorates primarily influence incremental innovation, whereas education level influences radical innovation. The study finds that a network board's diversity of expertise and education level are important for improving all components of innovative performance (total, radical and incremental) in smaller networks. Managerial implications of these findings are discussed.     

The Space Between: Towards a Typology of Interfirm Relations

ABSTRACT

Understanding and managing the relationships between firms is the central issue in business to business marketing. Some of the results of a program of research undertaken in Australia to study interfirm relations are used to develop an empirically based typology of interfirm relations focusing on the mix of cooperative and competitive elements coexisting in a relationship. Measures are developed of relationship cooperativeness and competitiveness and relations are classified into one of four types based on whether they score high or low on each dimension. A dynamic process model of interfirm relationships is developed as a basis for identifying the main factors driving relationship development. Measures of these factors form the basis for regression analysis to identify the characteristics of each of the four types of relations and examples of particular relationships are used to illustrate the characteristics identified.     

Interfirm Alliances in the Small Business: The Role of Social Networks

In light of the increasing importance of strategic alliances in shaping competition, this study explored whether the social network of small firm executives can be leveraged to facilitate the establishment of interfirm alliances. Analyses are based on a mail survey of 149 small manufacturing firms in the northeast United States. Results indicate that the social networks of senior executives account for 11–22 percent of the variance in the degree to which firms engage in alliances, depending on the type of alliance. Results also show that the number of interfirm alliances is positively related to several networking properties (propensity to network, strength of ties, and network prestige). Findings are discussed in the context of network theory, social embeddedness, and the overall implications for management researchers and practitioners.     

Interfirm collaboration and exchange relationships: An agenda for future research

Interfirm collaboration and exchange relationships are fundamental to how value is created, managed, and exchanged between firms. In this paper we first identify three major research themes (nature, governance, and outcomes) that existing research has focused on and then propose three structural shifts (technology, platforms, and globalization) that might influence nature, governance, and outcomes associated with interfirm collaboration. We also synthesize a research agenda for the future and develop multiple research propositions that might become the foundation to integrate the structural shifts into research on interfirm collaboration. We provide guidance on how existing theories can help scholars address new research questions arising due to the structural shifts. Finally, we provide insights to managers on the type of data that they need to access to make more effective decisions related to interfirm collaboration in a dynamic business environment.     

International competitiveness and trade promotion policy from a network perspective

The international competitiveness of firms and trade promotion policy are analyzed from a network perspective that emphasizes the role and importance of interfirm relations and networks spanning industry and international boundaries. First, we identify two types of producer networks involved in the overall value production system, that is, primary and ancillary producer nets. Second, we classify networks in terms of two factors that impact on their potential international competitiveness, that is, the location of networks in local or foreign markets and the presence of internationally competitive firms. This leads to the identification of different types of network situations that provide opportunities as well as threats to the international performance of firms operating in those networks and call for different types of trade promotion policies. We discuss the key features of each situation and management and trade promotion policy implications arising.     

网络舆情的动态传播演化研究

根据网络舆情的动态传播演化过程与遗传算法中遗传操作的相似性,本文将二者结合起来进行研究。通过对网络舆情的动态传播演化的循环渐进分析,详细阐述了网络舆情的形成、舆情观点的交融、舆情主题的变异及舆情关注点的获得过程。在此基础上找出了在网络舆情传播演化过程中起关键作用的因素,对此提出政府舆情监管部门的应对措施,为舆情管理者更好地开展网络舆情监管调控工作提供建议。