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Network strategies and effects in an interactive context
Örebro University, Örebro University School of Business. Department of Business Administration, Lund University, Lund, Sweden.ORCID iD: 0000-0003-2632-6378
Department of Business Administration, Lund University, Lund, Sweden.
Department of Business Administration, Tainan, Taiwan.
2016 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 52, p. 117-127Article in journal (Refereed) Published
Abstract [en]

This paper adoptsthe industrial marketing approach to investigate how companies strategize in networks, and to link network strategies to different effects. Based on a case study from the optical recording media industry, the paper finds five types of strategies: complementary, shared, copying, company-rooted, and challenging. Effects indicate how the focal company's strategies triggered reactions of various magnitudes and characteristics. Specifically, effects diverge from intentions among parties not considered in the strategy, and increasingly so the more confronting the strategy is. This implies that the kind of strategy matters for the effects. This paper contributes to the growing interest for strategizing in business networks through introducing a typology of network strategies and effects.

Place, publisher, year, edition, pages
Elsevier, 2016. Vol. 52, p. 117-127
Keywords [en]
Effects, Interactive, Optical media industry, Strategy, Typology
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-46541DOI: 10.1016/j.indmarman.2015.05.011ISI: 000370995900014Scopus ID: 2-s2.0-84958124925OAI: oai:DiVA.org:oru-46541DiVA, id: diva2:872232
Note

Funding Agency:

Ministry of Science and Technology, Taiwan NSC101-2410-H-006-127

Available from: 2015-11-18 Created: 2015-11-18 Last updated: 2018-09-06Bibliographically approved

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