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Strategies and network effects in an interactive network context

Öberg, Christina LU ; Shih, Tommy LU and Chou, Hsin-Hui LU (2016) In Industrial Marketing Management p.117-127
Abstract
This paper adopts the 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... (More)
This paper adopts the 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. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Effects , Interactive , Optical media industry , Strategy, Typology
in
Industrial Marketing Management
pages
11 pages
publisher
Elsevier
external identifiers
  • Scopus:84958124925
  • WOS:000370995900014
ISSN
0019-8501
DOI
10.1016/j.indmarman.2015.05.011
language
English
LU publication?
yes
id
7115bd4f-c82f-4fec-ad04-2df4bcdf08d0
date added to LUP
2016-04-12 07:14:14
date last changed
2016-10-13 05:05:59
@misc{7115bd4f-c82f-4fec-ad04-2df4bcdf08d0,
  abstract     = {This paper adopts the 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.},
  author       = {Öberg, Christina and Shih, Tommy and Chou, Hsin-Hui},
  issn         = {0019-8501},
  keyword      = {Effects       ,Interactive ,Optical media industry    ,Strategy,Typology},
  language     = {eng},
  pages        = {117--127},
  publisher    = {ARRAY(0x98b4898)},
  series       = {Industrial Marketing Management},
  title        = {Strategies and network effects in an interactive network context},
  url          = {http://dx.doi.org/10.1016/j.indmarman.2015.05.011},
  year         = {2016},
}