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.
Strategic Alliances in a Network Perspective
Strategic Alliances in a Network Perspective
How to cope with strategac alliances is a widely discussed issue in the current business literature. Researchers from different fields such as marketing, strategy, international business, and industrial organization are paying increasing attention to strategic alliances. A reflection of this trend is an increasing number of publications dealing with strategic alliances. Most of these studies have been based more or less explicitly on approaches connected to classical market theory, especially the transaction cost theory (e.g., Coase, 1938; Williamson, 1975, 1985). In recent years, on the other hand, an alternative approach, the network approach, to study market behavior has developed. An issue of interest is, then, how these two approaches differ in their way of ...
