Sense-making and management in business networks - some observations, considerations and a research agenda

Naude, P and Henneberg, S and Mouzas, S (2009) Sense-making and management in business networks - some observations, considerations and a research agenda. Industrial Marketing Management, 39 (3). pp. 355-360. ISSN 0019-8501

Abstract

Business networks are complex webs of interdependent exchange relationships within which companies and individual managers operate. They consist of manifold actors, complex interactions, as well as organizational structures and resource transformation processes. Business managers cannot just capitulate vis-à-vis this complexity. Making sense of complex business networks helps managers to understand their own position, as well as their available options for change. Similarly, research in the area of sense-making and management in business networks may help us understand how managers cope with the contextual complexity in business networks, and how managers construct the forms in which this complexity appears. This paper identifies six major research themes that need to be taken up in the future with regard to sense-making and management in business networks, and discusses some methodological issues to advance our knowledge in this area.