The Importance of Social Capital to the Management of Multinational Enterprises: Relational Networks Among Asian and Western Firms

Social capital is an important concept for multinational firms. Firms operating in global markets rarely have adequate resources to compete effectively in global markets; they access the needed resources through formal and informal relationships with other firms. The cultures in Asian countries have emphasized relationships much more strongly than Western firms. Thus, relational capital, based on guanxi (China), kankei (Japan) and inmak (Korea), provides the framework for business dealings in many Asian countries. As a result, the social capital of many Asian firms gives them a potential competitive advantage in global markets. Western firms must develop social capital and learn to manage relational networks to gain and sustain a competitive advantage in global markets. Western firms can learn how to develop and manage social capital from Asian firms. Alternatively, social capital has some disadvantages. Firms are limited by their networks and thus experience opportunity costs and path dependence. Additionally, while Asian firms often have strong network ties in their domestic markets, they have to develop many more ties globally to operate effectively in global markets. As a result, the development and management of social capital has become of critical importance for competitive advantage in global markets.     

Social Networks for Innovation and New Product Development

In this article we first provide a brief introduction into social network analysis, focusing on the measures and approaches that are used in the empirical contributions in this special issue. Second, we discuss the role of social networks in new product development. Social networks are inherently multilevel; we consider four “levels”: networks inside a firm, networks that cross firm boundaries, networks between firms, and networks that reside outside of the firm. Third, we discuss these four levels and highlight some of the extant research. We summarize and position the eight papers in this special issue along these four levels. Together, we argue, these papers provide an interesting coverage of this burgeoning field.     

Persistence of informal social networks in East Asia: Evidence from South Korea

This study investigates the nature and influence of informal social networks in South Korea (yongo) by analyzing trust levels and network cohesion. Predominantly based on studies on Chinese guanxi, it is widely believed that the further a nation develops stable formal institutions the more the influence of informal relations decreases. Given South Korea’s position as a strong economic powerhouse with established rule of law and democratic institutions, the influence of yongo should play an insignificant role today. We find significant evidence that network cohesion of yongo is still strong in South Korea, despite its economic rise. Contrary to expectation, we observe a higher-than-expected degree of general trust and a continuous commitment to yongo ties at the same time. These findings document recent changes in South Korea such as the beginning of its multicultural opening, whereas informal yongo ties, characterized by emotional interpersonal bonds, still remain pronounced. Foremost, we recommend current beliefs about the correlation of institutional development and decreasing informal transactions to be reconsidered. We propose further studies to better understand how informal social networks evolve over time.     

Formal versus informal knowledge networks in R&D: a case study using social network analysis

The existence of informal social networks within organizations has long been recognized as important and the unique working relationships among scientific and technical personnel have been well documented by both academics and practitioners. The growing interest in knowledge management practices has led to increased attention being paid to social network analysis as a tool for mapping the nature and membership of informal networks. However, despite the knowledge-intensive nature of research and development (R&D) activities, social network analyses of the R&D function remain relatively rare. This paper discusses the role of informal networks in the development, exchange and dissemination of knowledge within the R&D function. A case study using social network analysis is used to compare and contrast formal and informal knowledge networks within ICI. Marked differences between the informal organization and ICI's formal structures for knowledge exchange are revealed and a series of insights into the working habits of technical staff are presented. The implications for managers are clear: through a better understanding of the informal organization of R&D staff, they can more successfully capture and exploit new ideas; more efficiently disseminate information throughout the function; and more effectively understand the working habits and activities of employees.     

Technology Adoption in Online Social Networks

With the advances of information technology, online social networks are becoming increasingly important venues for technology adoption. However, although the dynamics of technology adoption in real world social networks have been well documented, technology adoption in online social networks remains relatively under‐explored. This study identifies the differences between online and offline social networks and proposes a framework to investigate the dynamics of technology adoption in online social networks. To illustrate the proposed research framework, this study employs behavior‐link panel data obtained from an open source software (OSS) development network to examine how online social networks affect the adoption of Subversion, the latest OSS version control technology. Based on social network theory, co‐membership is used to construct online social networks within the OSS development network. Methodologically, this study takes advantage of the panel dataset and addresses the issues of simultaneity and individual heterogeneity that frequently confound the relationship between network structure and adoption decision, and as a result it demonstrates a more compelling relationship between social networks and technology adoption. The results of this study reveal that social networks are major conduits for technology adoption in an online social network in terms of imitation, leadership, lock‐in, similarity, recency, and team size effects. In online social networks, one's decision to adopt a new technology is strongly influenced by the actions of the connected others. Project leaders have a stronger influence over other members in technology adoption decision making, even in informal virtual teams where traditional governance structures do not apply. Older projects exhibit stronger inertia and thus lack innovativeness. Similarities among projects facilitate faster adoption, and the effect of leadership attenuates in the networks with increasing project dissimilarity. Recent adoptions of technology within the networks, rather than more distant ones, have a stronger impact on subsequent adoption, implying the salience of memory over usage confidence, and increased size of a project team accelerates the rate of adoption. These results help in understanding the dynamics of technology adoption in online social networks, and provide useful guidelines for firms to promote technology and product innovation.     

Leveraging value in multi-stakeholder innovation networks: A process framework for value co-creation and capture

To develop innovative solutions for complex societal and scientific challenges, organizations need to move beyond the boundaries of single firms and engage in collaborative networks. In these networks, multiple, diverse stakeholders are working together to co-create innovative value. Co-creation in a network creates new challenges in terms of changed processes and outcomes. Guided by grounded theory methodology, we explore these aspects by studying a public–private partnership involving 57 stakeholders. We take the number and diversity of stakeholders into account to shed light on the distinct processes through which value is co-created and captured. We also identify the types of value outcomes that accrue to the network and its participants. Overall, we present a multi-level cyclical process framework for leveraging value in multi-stakeholder collaborations and visualize these collaborations as a value space in which all stakeholders are uniquely positioned. In doing so, this study provides novel insights into the systemic, multi-actor nature of value co-creation and supports collaborators in maximizing value for both individual stakeholders and the network as a whole.     

Innovation in a global consulting firm: when the problem is too much diversity

This paper explores how individual managers in multinational firms utilize their informal relations to create new knowledge. Specifically, how does the density of informal networks affect an actor's ability to access and integrate diverse information and consequently that actor's innovation performance? The arguments are developed using the setting of 79 senior partners in a global management consulting firm and tested on a dataset of 1,449 informal relationships. I distinguish between internal, external, local, and global relations and find that this separation permits a more nuanced understanding of the effect of network structure on innovation performance. Specifically, I argue that the most effective network strategy is contingent upon the context in which the partners operate. The findings show that partners operating in homogeneous contexts, where the primary challenge is to access diverse information, benefit from low‐density networks. In contrast, when crossing both firm and geographic boundaries, partners with dense networks have higher innovation performance. I argue that in such heterogeneous contexts, dense network interactions facilitate partners' ability to integrate the diverse information to which they are exposed. Copyright © 2010 John Wiley & Sons, Ltd.     

A social network analysis of leading semiconductor companies’ knowledge flow network

This study (1) constructs a knowledge flow network for leading semiconductor companies; (2) seeks out how leading semiconductor companies can attain knowledge competencies (through patent activities or network position) via social network analysis; and (3) proposes critical strategic suggestions regarding knowledge flow networks in the industry. The results show (1) that a knowledge flow network with no isolators and Asian semiconductor firms are closely connected with other firms all over the world; (2) that patent activities are positively associated with central network positions and firm performance; (3) that closeness centrality is helpful for patent citation activities and also helps to achieve better performance; and (4) that semiconductor companies in Asia are also closely connected with others in the world.     

Leveraging stakeholder networks with outside-in marketing

The theory of Outside-in marketing (OIM) emphasizes the importance of internal and external partners of a firm to drive strategies for value creation. OIM is based on four key tenets: market sensing and responses, segmentation and targeting, innovation, and employee's learning effort. With this commentary, we apply the theory of OIM to network analysis. By doing so, we identify key stakeholder networks as part of a firm's business ecosystem and discuss the value that can be extracted from different stakeholder networks. Most prior network research in marketing has mainly used customer or employee network data while neglecting other important stakeholder groups. We provide information about how network analysis of stakeholder data can fill gaps in the marketing literature and provide firms with essential knowledge, economic value, and influence over external partners, and improve the value generation process. We first describe each tenet and give examples of stakeholder networks that can be investigated within the realm of the tenet definitions. We then discuss different challenges that social network research can pose, and end with future research questions that can be explored for empirical research studies.     

Designing alliance networks: the influence of network position,environmental change,and strategy on firm performance

Alliance networks are strategic decisions involving trade‐offs between two stylized structural design choices: prominent and entrepreneurial. Prominent alliance networks emphasize benefits arising out of multiple access and affiliation to other prominent firms in the network. An entrepreneurial position, on the other hand, emphasizes brokerage and diversity benefits arising out of access to nonredundant and diverse information. We demonstrate that the performance benefits of each type of alliance network are contingent on environmental change and strategy, and are thus time dependent. Following an environmental change event in the steel industry, alliance networks that were more entrepreneurial performed better, while those that were more prominent suffered performance decline. However, when the change was radical, both types of alliance networks were negatively related to performance. We suggest that following a radical change, industry alliance networks may not have the requisite information necessary for quick and effective strategic responses. Firms pursuing an analyzer strategy performed better when emphasizing a prominent, and to a lesser extent, entrepreneurial alliance network. However, firms that develop an alliance network high on both prominent and entrepreneurial structural positions had lower relative performance. Our results indicate the need for managers to assess their alliance portfolio over time and redesign it based on environmental and strategic contingencies. Copyright © 2008 John Wiley & Sons, Ltd.     

Building social capital and human capital for internationalization: The role of network ties and knowledge resources

This study examines the inter-relationships between network ties as social capital and knowledge resources as human capital, in the internationalization of law firms. Using a qualitative case study methodology, this study is based on primary data collected from Australian law firms and corporate client organizations, and compares and contrasts the views of lawyers and clients on building social and human capital. Our study finds that the relative importance of strong ties diminishes as professional services globalize and weak ties become viewed as more prominent for successful internationalization. The main findings indicate three different sets of inter-relationships between social and human capital: complementary, supplementary and compensatory. We discuss the complementary and supplementary effects of strong and weak ties and three different types of knowledge resources (technical, market and client-specific knowledge). We also argue that knowledge resources of technical and market knowledge can compensate network ties in the internationalization of firms. Examining social and human capital between law firms and clients provides important theoretical and practical insights into understanding the internationalization of professional service firms.     

Establishing a high-technology knowledge transfer network: The practical and symbolic roles of identification

Knowledge transfer networks (KTNs) are composed of interconnected firms, government entities, and research organizations that play a critical role in the funding, development, and dissemination of knowledge in high-technology industries. Despite the common use of KTNs in situations that require technology inputs spanning multiple firms, little research has examined the start-up of KTNs and the marketing literature has essentially ignored them. Using social network, social identity, and relevant attribution and motivation theories, the authors build a conceptual model that explains key outcomes of start-up KTNs. A preliminary empirical investigation of a UK-wide KTN start-up finds evidence that social identification with the network is a key moderating mechanism. Identification plays a practical role in creating positive knowledge-transfer benefits for firms that are central in the KTN's social network. Identification also plays a symbolic role by affecting participants' perceptions of overall KTN performance in light of knowledge-transfer benefits that they received, and as an antecedent to affective commitment to the KTN.     

Social network contingency,symbolic management,and boundary stretching

A firm's structural position within corporate networks may affect the extent to which it engages in boundary stretching practices. Since social norms support low CEO compensation, offering high CEO compensation in China can be seen as a boundary stretching practice. Setting up a compensation committee (CC) may be viewed as a form of symbolic management in China. We argue that firms operating within central corporate network positions opt to pay higher CEO compensation without engaging in symbolic management. On the other hand, firms operating in structural hole positions tend to either pay lower CEO compensation or use CCs as a symbolic management tool in order to pay higher CEO compensation. Our hypotheses are largely supported based on 7,618 firm‐year observations in China. Copyright © 2013 John Wiley & Sons, Ltd.     

Same but different? Similarities and fundamental differences of informal social networks in China (<Emphasis Type="Italic">guanxi</Emphasis>) and Korea (<Emphasis Type="Italic">yongo</Emphasis>)

This research reports on the similarities and distinctive differences between informal social networks in China (guanxi) and Korea (yongo). Within an analytical framework derived from social capital and institutional theory, the structural forms and characteristics of both network forms are compared. Although we observe some similarities, surprisingly, the two networks show several fundamental differences. Both are society-spanning constructs, developed and maintained by reciprocal action that creates trust and trustworthiness, and serve as a major factor in network cohesion. Both networks are relatively closed or inaccessible to outsiders, with insiders able to connect other insiders to each other (i.e., internal bridging of structural holes). However, guanxi can be characterized as being utilitarian (purpose-based), whereas yongo in principle describes cause-based ties. Furthermore, guanxi networks are somewhat accessible to outsiders and draw on a diverse base of ties; yongo networks are predefined, partly by birth, and are hence homogeneous and highly exclusive. Guanxi networks can benefit from spillover effects through bridging different networks; yongo networks often cannot, as there is antipathy, competition, and potential hostility between certain types of networks. The results add knowledge to social network theory in general and in particular on informal social networks in East Asia.     

Market-facing innovation networks: How lead firms partition tasks, share resources and develop capabilities

We focus, in this paper, on ‘market-facing innovation networks’. Rooted in the modular and integrated nature of the products they develop, high levels of product innovation activity are occurring through the behaviours of firms, leading and developing such networks. These lead firms are small and medium enterprises, traditionally tasked with business to business distribution and commercialisation activities. This study enhances our understanding of how task partitioning and resource sharing practices, and their evolution over time, are related to the nature and scope of capabilities of lead firms within the context of market-facing innovation networks. Through a multiple case study methodology, our findings depict and characterise efficiency and relational approaches of lead firms. Outcomes, in terms of firm and network level innovativeness and commercialisation, are discussed. Findings are explained by the tension created by the need to manage on-going routine distribution activities and emergent networked product innovation activities.     

Knowledge diversity and coordination: The effect of intrafirm inventor task networks on absorption speed

Research Summary: We combine the absorptive capacity and social network theory approaches to predict how intrafirm “whole” network characteristics affect the firm's speed of absorption of external knowledge to produce inventions. We start from the widely accepted view that distant, externally‐developed knowledge is difficult to absorb into the focal firm's own knowledge production. We suggest that high levels of intrafirm inventor task network diversity and task network density are essential for a diversity of knowledge inputs and coordinated actions regarding knowledge transfer, which in turn, reduces problems related to the absorption of knowledge—especially in the case of knowledge that is distant from the focal firm. The results of an event history study of 113 pharmaceutical firms that engaged in technology in‐licensing from 1986 to 2003 provide general support for our hypotheses. Managerial Summary: Firms keen to keep up with an uncertain and ever‐changing industry environment, can benefit from the speedy introduction of inventions. We examine how firms absorb licensed‐in technologies to nurture the rapid development of own related inventions. We show that a firm's absorption speed depends on the characteristics of the internal collaboration networks among the firm's inventor employees. More specifically, technologically diverse and well‐connected inventor networks improve the firm's ability to absorb external technologies quickly. This applies especially to externally acquired technologies that are unfamiliar to the firm. Depending on the distance of the acquired technology from the focal firm combined with speed‐inducing inventor network characteristics, our estimates suggest that firms can reduce the time needed for absorption by several months.     

The influence of position and gender on personal networks in a UK professional service

This paper presents empirical findings regarding the content and process of personal contact or social networks and networking of practitioners in a professional service. The focus of the study is public relations practitioners operating in seven consultancies across the UK, in Manchester, London, Yorkshire and Cheshire. Using qualitative methodologies including in-depth interviews and network mapping, the study reveals practitioners' network size and variety of contacts, and their role in client acquisition and retention. In particular, the study suggests that position and gender are two key influences on practitioners' personal networks. The study appears to identify that managers may have the smallest networks compared to their colleagues and especially lack weak tie contacts in the form of friends, and that female practitioners may have larger and more varied personal contact networks than men. The study thus offers an insight into personal network membership for public relations practitioners, hitherto unexplored, plus a deeper understanding of interactional dimensions of social networks and the gendered nature of networking in the UK public relations sector.     

Managing learning in informal innovation networks: overcoming the Daphne-dilemma

In this article we discuss the nature and productivity of informal innovation networks, i.e. informal collaborative arrangements between organizations engaged in product or process innovation. Such networks can be used in any phase of the innovation process, but their informal nature makes them especially suited for its fuzzy front end. We explore their potential in technology exchange and learning on the basis of a combination of organization network theory and knowledge management theory. We discuss issues in network governance and network operational management and discuss the basic dilemma – which we named the Daphne-dilemma – facing attempts to improve the productivity of informal innovation networks: too little management effort may lead to under-exploitation of their potential and poor productivity, but too much management effort may destroy their informal nature and hence their creative and explorative potential.     

The influence of competition from informal firms on new product development

Research summary : Existing research describes a broad range of determinants of new product development (NPD), a fundamental competitive activity of firms. A considerable share of this work has occurred in the context of developed economies, raising a concern that some important determinants may remain unexamined. We suggest that one such determinant is competition from informal (unregistered) firms. Drawing from the attention‐based view, we investigate the effects of informal competition on NPD in a large sample of firms located across Eastern Europe and Central Asia. We examine not only the direct effect but also how this effect is moderated by characteristics of the competitive and institutional context. Managerial summary : The purpose of this research is to examine the relationship between competition from informal (unregistered) firms and new product development (NPD) by formal firms. We argue that NPD is an effective response to differentiate from informal firms, and our analyses of over 9,000 firms located in emerging economies across Eastern Europe and Central Asia indicate that NPD activities are more likely in formal firms who rate informal competition as a greater obstacle. The strength of this direct relationship depends on aspects of the competitive and institutional environment: it is weakened when levels of competition from other formal firms are higher, when alternative responses such as corruption are more available, and when managers are more optimistic about the regulatory environment. Copyright © 2016 John Wiley & Sons, Ltd.     

Whose Innovation Performance Benefits More from External Networks: Entrepreneurial or Conservative Firms?

The primary contribution of this research is positing and empirically supporting the proposition that learning through external networks disproportionately benefits conservative, risk‐averse firms. The construct, entrepreneurial orientation (EO), is used to discriminate conservative, risk‐averse firms from proactive, risk‐seeking firms. Organizational learning theory and social capital theory are employed to support our hypotheses. Based on a study of 1978 U.S. firms, the paper suggests that the utilization of external networks (i.e., the process of learning from information, perspectives, and insights embedded in external networks) may act as a primary driver for innovation for those firms that are either not inclined and/or do not have the capabilities to adopt entrepreneurial culture. Specifically, weak EO firms' innovation performance benefits from utilizing external networks more than strong EO firms'. This research also tests for the moderating role of firm size and finds that the negative moderating effect of EO on the external network utilization–innovation performance relationship is more pronounced in small and medium sized enterprises (SMEs) than large firms.