Strategies and network effects in an interactive network context
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/7115bd4f-c82f-4fec-ad04-2df4bcdf08d0
- author
- Öberg, Christina LU ; Shih, Tommy LU and Chou, Hsin-Hui LU
- organization
- publishing date
- 2016
- 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
- 2022-03-31 23:14:38
@article{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}},
keywords = {{Effects; Interactive; Optical media industry; Strategy; Typology}},
language = {{eng}},
pages = {{117--127}},
publisher = {{Elsevier}},
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}},
doi = {{10.1016/j.indmarman.2015.05.011}},
year = {{2016}},
}