Is there any hope? The idea of strategy in business networks
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 9
Ford D., Mouzas S. Australasian Marketing Journal (Australia), 2008, Vol. 16 No. 1, Start page: 64, No. of pages: 15
Purpose – Looks at business networks complexity, structure and processes. Design/methodology/approach – Draws attention to the fact that companies do not stand alone as independent entities, but are interlocked with other companies; examines the implications that this has for the development of corporate strategies. Drawing on the IMP view of business networks (structure,process), presents a framework for analysing the strategic situation facing companies in business network. Highlights the importance for companies of establishing their network position and identifies interaction as being at the core of the network process. Examines how the multiplicity of different problems of “customers” or “suppliers” can lead to the variety that exists in interaction and the offerings of different suppliers. Outlines how time considerations, jointness and relatively all affect network relations;describes the matrix for analysing strategy in business networks and provides a number of scenarios to demonstrate the choices companies face. Originality/value– Examines strategic thinking in business networks. Article type: General review ISSN: 1320-1646Reference: 38AH131
Keywords: Business links, Business planning, Corporate strategy, Partnerships
