Business relationships and networks: managerial challenge of network era

Article Abstract:

The competitive environment of firms is undergoing a fundamental change. Traditional markets are being rapidly replaced by networks. This poses major managerial challenges for industrial and high technology companies. From a conceptual point of view, this means that we have to look beyond ordinary customer and supplier relationships into intricate webs of firms forming R&D networks, deep supplier networks, and competitive coalitions. This introductory article of the special issue of IMM focuses o the management capabilities required in network environments. We propose a network management framework that is used for discussing the current managerial implications of the emerging industrial network theory influenced heavily by the Europe originated IMP Group research. The framework also is used for positioning and describing the articles of this special issue. We conclude by presenting a brief synthesis of the dualistic nature of network management and a research agenda. (Reprinted by permission of the publisher.)

Marketing Management, Management, Innovations, Customer relations

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Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

Article Abstract:

This paper advocates that businesses implement an integrated marketing communication strategy to better utilize Internet-based advertising.

United States, Science & research, Research, Methods, Internet/Web advertising, Internet advertising

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