...Mário Franco Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach...

...Jialin Hardwick; Doug Cruickshank; Alistair R. Anderson Purpose The paper aims to better understand the process of networking by small business with their customers to achieve innovations. In particular the relative roles of face‐to‐face and virtual interaction are to be investigated...

...Gezinus J. Hidding; Jeff Williams; John J. Sviokla Purpose To study successful strategies in platform industries, which are IT products that enable (a network of) users to communicate with each other, and that, consequently, exhibit network effects. Design/methodology/approach...

.... Findings The authors conclude that social networks will play a key role in the future of marketing; externally they can replace customer annoyance with engagement, and internally they help to transform the traditional focus on control with an open and collaborative approach that is more conducive...

...Nicolas Rolland; Renata Kaminska‐Labbé Purpose This paper illustrates, on the basis of a case study of a multinational corporation, the positive impact of intra‐organizational networking on the capacity to sustain competitive advantage in a highly volatile environment. It aims to provide...

...Ajit Kambil Purpose This paper expresses the author's viewpoint on how to advance research and practice on managing business networks and addressing convergence across industries. Design/method/approach The paper is based on the authors extensive prior research in strategy...