Developing network insight

Mouzas, S and Henneberg, S and Naudé, P (2008) Developing network insight. Industrial Marketing Management, 37 (2). pp. 167-180. ISSN 0019-8501

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Abstract

A challenge facing organizations is that of amalgamating possibilities which do not exist in a transparent and concentrated form, but rather as dispersed individual cognitive ‘pictures’ perceived by managers embedded in business networks. Based on our research of business networks involving manufacturers of consumer goods, pharmaceutical companies, producers of semiconductors and telecommunication and utility service providers, we propose the concept of network insight, which does not consist merely of extant pictures held by individual managers, but is grounded in the practice of inter-firm exchange. We argue that developing network insight is a managerial challenge encompassing the amalgamation of dispersed pieces of atomized network pictures through heedful, multilateral interactions. Such a managerial activity transcends the task-specific knowledge base of managerial cognition and leads to objectified organizational learning within a business network. Managers that develop insight in business networks are able to mobilize other actors and create a competitive advantage for their organization that is crucial for innovation and growth.

Item Type: Journal Article
Journal or Publication Title: Industrial Marketing Management
Uncontrolled Keywords: /dk/atira/pure/subjectarea/aacsb/disciplinebasedresearch
Subjects:
Departments: Lancaster University Management School > Marketing
ID Code: 44781
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 18:21
Refereed?: Yes
Published?: Published
Last Modified: 19 Sep 2019 23:58
URI: https://eprints.lancs.ac.uk/id/eprint/44781

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