| 1. |
- Van Der Merwe, Rian, et al.
(författare)
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Finding the hidden value in SME networks
- 2008
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Ingår i: International Journal of Enterprise Network Management. - : InderScience Publishers. - 1748-1260 .- 1748-1252. ; 2:2, s. 145-166
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Tidskriftsartikel (refereegranskat)abstract
- Drawing on both social network and social capital theory, this study explores the formation of 'elusive ensembles' on the internet in BioTech Small and Medium-Sized Enterprises (SMEs). Social network and structural hole theories are combined to identify the social capital associated with a network, and this in turn is used to signal entrepreneurial opportunity. Interestingly the findings outline areas where better network coordination is possible. Specifically, the research suggests that entrepreneurial opportunities exist (1) to develop better relationships with those key actors who can exert influence on the network and (2) for enhancing value in the distribution channel by taking on the role as a network intermediary where suitable.
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| 2. |
- Pitt, Leyland, et al.
(författare)
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Global alliance networks: A comparison of biotech SMEs in Sweden and Australia
- 2006
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Ingår i: Industrial Marketing Management. - : Elsevier BV. - 0019-8501 .- 1873-2062. ; 35:5, s. 600-610
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Tidskriftsartikel (refereegranskat)abstract
- The role of networks in business operations is widely recognized. We discuss social network theory, identify its main constituents, and outline a methodology and procedure that enable the identification and valuation of informal networks in an international business-to-business environment. Research is carried on informal Internet networks among firms in the biotechnology industry from Sweden and Australia. We use the methodology to recognize salient nodes, determine prominence and identify structural holes that allow the unveiling of brokerage opportunities that lie latent in networks. Global firms and suppliers of industrial products that are or can position themselves effectively in a social network are in a position to leverage considerable value.
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| 3. |
- Pitt, Leyland, et al.
(författare)
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Swedish BioTech SMEs : The veiled values in online networks
- 2006
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Ingår i: Technovation. - : Elsevier. - 0166-4972 .- 1879-2383. ; 26:5-6, s. 553-560
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Tidskriftsartikel (refereegranskat)abstract
- For many years, sociologists have conceptualized and debated the value of "social capital", the resources embedded in an actor’s social network. The notions of network organizations and strategic alliances have become important forms of entrepreneurial venture, yet often the value in these networks is veiled by network complexity. These associations of individuals and organizations are typically undocumented, difficult to identify by third parties, and even pass unrecognized by their constituent members. They consist of informal Internet networks that are extremely valuable because of the strategic social capital embedded in them. Drawing on social network theory, this paper outlines a methodology for viewing and valuing informal Internet networks, using small-to-medium sized enterprises in the Swedish biotechnology arena as a backdrop. It demonstrates that networks can be constructed from the links between the web sites of actor firms, and that it is possible to use social network theory to identify the most prominent actors. Then, using structural hole analysis, the entrepreneurial opportunities surrounding these actors can be unveiled.
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| 4. |
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| 5. |
- Berthon, Pierre, et al.
(författare)
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The biotechnology and marketing interface : Functional integration using mechanic and holographic responses to environmental turbulence
- 2008
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Ingår i: Journal of Commercial Biotechnology. - : Palgrave Macmillan. - 1462-8732 .- 1478-565X. ; 14:3, s. 213-224
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Tidskriftsartikel (refereegranskat)abstract
- This paper serves to specify and ground research into interfunctional integration in a wider theoretical context with particular reference to the interaction between technology and marketing in the biotechnology sphere. The general and specific problem areas are specified as those of interfunctional relations and the dyadic relationship between marketing and biotechnical managerial functions in particular. The contextual/organisational generative mechanisms that are likely to keep interfunctional relations at the centre of scholarly attention for some time are explored from the perspective of cybernetic theory. The law of requisite variety states that in an effective open system environmental variety is matched by internal structural variety. As organisations are faced with ever more turbulent, and complex environments, this must be matched by an increased internal complexity within the organisation. The two modes of response, namely holographic and mechanistic, both highlight the need to further our understanding of interfunctional differences. Having established the problem and its genesis, a specific research agenda is outlined as the exploration of the interfunctional differences from a decision-making perspective.
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| 6. |
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| 7. |
- Salehi-Sangari, Esmail, et al.
(författare)
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The “ICON” archetype : Its influence on customer orientation and innovation in South African firms
- 2007
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 25:2, s. 157-174
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – This paper aims to investigate the relationship between a firm's “ICON” archetype, turbulence in its operating environment and its performance. Design/methodology/approach – A questionnaire-based survey of 258 marketing managers in South Africa used a modified ICON scale to identify archetypes, assess perceived turbulence, and measure performance with respect to profitability, market share and growth rate. Findings – The archetype to which a firm conforms depends to some extent on its perception of environmental turbulence, and has an influence on all aspects of its performance. “Isolate” firms tend to under-perform on all measures; “shapers” exhibit significantly higher rates of growth. Research limitations/implications – The limitations are associated with mail surveys, single-respondent bias, and subjective assessment of performance. The study nevertheless demonstrates the validity and usefulness of the ICON matrix and scale, and sets directions for further investigation. Practical implications – Offers a simple yet powerful way for marketing managers and planners to identify their firm's ICON archetype, and illustrates the impact it can have on performance. Originality/value – A managerially useful adaptation of the original ICON scale is applied beyond the conventional setting of North America or Europe, in a challenging managerial environment.
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| 8. |
- Flostrand, Andrew, et al.
(författare)
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Fake news and brand management : a Delphi study of impact, vulnerability and mitigation
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 246-254
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Tidskriftsartikel (refereegranskat)abstract
- PurposeFake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news.Design/methodology/approachA Delphi study of 42 academics with peer-reviewed publications in the brand management domain.FindingsThe study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies.Research limitations/implicationsWidely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability.Practical implicationsExperts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news.Social implicationsA noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity.Originality/valueThis paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.
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| 9. |
- McMullan, Kylie, et al.
(författare)
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Managing the tensions in marketer- influencer relationships
- 2022
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Ingår i: Business Horizons. - : Elsevier BV. - 0007-6813 .- 1873-6068. ; 65:5, s. 559-566
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Tidskriftsartikel (refereegranskat)abstract
- The use of influencers in marketing is not new. However, the advent of the internet and, more recently, various forms of social media have both acceler-ated the use of influencers in marketing and also democratized its use considerably. In this article, we explore the nature of influence and power. We describe a study directed at understanding the promises and perils of influencer marketing from both the firm-and influencer perspectives to identify three key tensions that exist for marketers in the management of influencer relationships. We outline and explain these tensions and the lessons that can be learned from them, and then illustrate the lessons with a series of positive and negative cases. We close by spec-ulating on the further evolution of influencer marketing.
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| 10. |
- Hannah, David, et al.
(författare)
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From warrior to guardian: An autoethnographic study of how consumers think about and interact with the natural world
- 2023
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Ingår i: Psychology & Marketing. - : John Wiley & Sons. - 0742-6046 .- 1520-6793. ; 40:7, s. 1344-1360
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Tidskriftsartikel (refereegranskat)abstract
- Consumers are increasingly concerned about how their interactions with the natural world affect both the health of that environment, and their own well-being and enjoyment of life. More aware consumers seek to make sense of the natural world around them and consider how their consumer behavior impacts this environment. How actors notice and bracket ecologically material cues from a stream of experience and build connections and causal networks between these has been referred to as ecological sensemaking. This research examines ecological sensemaking in a specific context, that being in the experience of catch-and-release fishing. Data were gathered through a process of autoethnographic inquiry obtained over the course of four fishing trips. The results reflect the process of ecological sensemaking pertaining to the experience. Through the findings, we propose a new concept, ecological reasoning, which seeks to provide a critical link between ecological sensemaking and ecological embeddedness. Using this new concept, the research contributes to extant understanding of how consumers think about and interact with the natural world. Apart from constructing an overarching narrative of the experience, four subnarratives are also identified, in a chronological sequence that comprises the entire experience of catch-and-release fishing. The findings have implications for the broader management and marketing disciplines seeking to establish better ways of interacting with the natural world, both for themselves and their consumers.
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