Summary
Contents
Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, relationships as investment opportunities, and strategic alliances. It also looks at market dynamics, specifically brand switching and the structure of consumer networks. In addition to these major topics, a stellar cast of marketing scholars–Lou Stern, Robert Spekman, Joseph Galaskiewicz, and others–contributes mini chapters that reflect on their own research and expertise. The final chapter explores several advanced methodological issues and discusses directions for future research. Researchers and professionals in marketing, consumer behavior, relationship marketing, and methodologists will find the information provided in this volume valuable. This book may also be of interest to organizational networkers and traditional social network scholars.
The “New Network Analysis” and Its Application to Organizational Theory and Behavior
The “New Network Analysis” and Its Application to Organizational Theory and Behavior
Researchers in a number of the social and behavioral sciences are now routinely using social network analysis to study behavior, and the field of organizational studies is no exception. Beginning with the Hawthorne Studies (Roethlisberger & Dickson, 1939) up through the present, students of formal organizations at both the micro and macro levels have used such concepts as density, connectivity, centrality, cohesion, and social distance in studying interorganizational relations, labor markets, intraorganizational conflict, morale, power, turnover, decision-making, job satisfaction, and a host of other topics.
The purpose of this chapter is not to provide an overview of the organizational research done from a ...
