Jan-Åke Törnroos

What are relationships in business networks

An understanding of business networks and the specific processes affecting change in networks is intimately connected to the understanding of the nature of relationships. Relationships constitute the core aspect which connects actors, resources and activities in a business network. Presents an overview of basic features of relationships. Groups relational concepts from the business marketing literature into structural, economic and social dimensions. Outlines a marketing model of three network layers in business networks based on different types of actors. The proposed network layers in the model constitute the production network layer, the resource network layer and the social network layer. Finally, assigns relational concepts to their related network layers in a relationship matrix.

Understanding Event-based Business Networks

This article deals with the temporality in business networks. Marketing as networks approach stresses interaction processes and interdependence among actors noting that business markets are mainly socially constructed. The approach has increased our understanding of business marketing but further attention for theory development and empirical validation is needed. Theoretical foundations of the approach are conceptually analysed here, taking time and timing into particular consideration. A model of event networks is developed as an approach to understand temporality in business networks. The event network perspective is exemplified using practical cases. It is argued that extensions of network theory, methods and models can be approached using connected events as a base.

Ethics and value creation in business research: comparing two approaches

Purpose – The purpose of this article is to develop a conceptual framework for studying value creation derived from an ethical perspective, in a business marketing context. Design/methodology/approach – First, a conceptual and comparative analysis is made of the ethics and value concepts in two research traditions: the stakeholder approach and the business network approach. Second, a conceptual framework is developed that contains tools for conducting research on value co‐creation in business networks from an ethical perspective. An exemplifying case study from the paper industry is included. Findings – Four key concepts are proposed for further research into ethics and value creation in business networks that enable the study of ethical embeddedness: ethical network identity, ethical role, ethical position, and ethical atmosphere. The analysis also presents fundamental differences between the stakeholder and the business network approaches when dealing with ethics and value. Research limitations/implications – The developed conceptual framework should be applied in more extended empirical settings to evaluate its usefulness. Practical implications – The paper provides an ethical perspective for understanding value in industrial markets using a network approach. Originality/value – The study presents a novel approach to incorporating ethics and value creation to an industrial marketing context. Ethical issues are traditionally studied using stakeholder, agency or institutional perspectives and such research in business‐to‐business contexts is almost non‐existent. The business network approach contains very few studies from an ethical point of view. The paper covers this gap and offers a starting‐point for further inquiry into this field.

Conceptualizing mechanisms influencing strategizing in business networks

Purpose The purpose of this paper is to study how insights from socio-cognitivism (sensemaking and interaction) in conjunction with institutional theory enhance our knowledge of strategizing in business networks through role and position. Design/methodology/approach This paper is conceptual and reviews extant literature from the fields under scrutiny, presenting and analyzing new combined approaches. Findings Current writings concerning strategizing in networks need to be supplemented in the area of strategic business network research. Interaction, sensemaking and institutionalization, as well as the network in which a firm is embedded, are important for strategically developing network positions and the roles of actors. Research limitations/implications This conceptual paper suggests mechanisms affecting role and position in networks and calls for empirical research to deepen the understanding of the change forces at play in embedded relational situations for firms. Originality value This study adds to current conceptual knowledge of strategizing in business networks. It presents a comprehensive perspective in viewing how key forces impact on the strategic position and role of corporate actors (both managers and firms) in networks.

Summary: Branding in the B2B Context and Future Challenges

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of brands and branding for decision-making processes by discussing the role of B2B buyers and sellers. Additionally, branding as part of marketing has been reviewed from its historical background and the first attempts to develop its conceptual background. The chapter then focuses on business buyers and their main characteristics with regard to brand relevance. Finally, the key challenges of developing a strong B2B brand are presented and discussed, after which future research avenues and upcoming trends within the B2B branding context are considered. Digitalization and the digital context are identified as important areas to know in the future, as they are increasingly becoming important stages for marketing activities within the B2B domain. The digital context is a specific platform to explore further. In addition, the intangible aspects of B2B branding that are still unknown to many managers and academics, such as emotions in situations of interaction and sales are explored. From a thematic point of view, sustainability issues will become increasingly important to handle in organizations, which will put pressure on B2B marketers, as sustainability can be communicated through the corporate brand and related branding efforts.

Introduction: An Overview of the Current State of B2B Branding Research

Abstract In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book presents the current research on B2B branding and discusses the main topics of the book by presenting internal branding, external branding, and the contemporary perspectives on B2B branding. After a review of these topics, the chapter analyses each of the following chapters by presenting their short introductions.

A behavioural approach to foreign-market expansion to turbulent markets: a case of the internationalisation of seven Finnish corporations to the Republic of South Africa

In this paper, the power of behavioural and location-based approaches are used as a framework in studying how Finnish MNCs have entered and developed their presence in the South African market. The behavioural approach provides for an understanding of the foreign-market expansion process to this turbulent market, especially concerning process industries. The foreign-market expansion process to the developing and emergent market is, however, largely dependent on the local institutional changes and the existing network of actors in that context. Trying to understand the core process involved in foreign-market entry and expansion to turbulent markets of Africa requires a multifactorial analysis. Here the following factors are proposed: the reasons (the R-factor), the environment (the E-factor) the modal choice (M-factor), the network (N-factor), the events (Ev-factor) and finally the Time (T-factor) (REMNET). The authors propose a cross-fertilisation of these key elements in developing a behavioural approach with a locational approach for corporate internationalisation. Through empirical cases it will be shown how Finnish firms have been exploiting new opportunities to strengthen their presence in this new market. The paper aims to increase understanding of the dynamics and behavioural–locational aspects of foreign-market expansion by analysing the foreign-market expansion process of Finnish multinationals to the Republic of South Africa.