Networking when national boundaries dissolve

Abstract

Managing a set of relationships to other firms is a complex task, since each relationship is likely to have consequences on the other ones. Highlights the co‐ordination of interorganizational ties during a process of internationalization, and the consequences that different types of relationships have on a firm’s overall relational marketing opportunities. Systematizes the relational issues that face a firm when the boundaries surrounding its home market network dissolve. Presents a framework which stresses four types of relationships and the interplay between them. Based on the notion that a firm must co‐ordinate the management of horizontal and vertical dependencies, and pursue new marketing opportunities while simultaneously safeguarding its original relations. Illustrates the significance of the framework and the interplay between the four relational issues, by the alliances presently developed by two Swedish food companies to organizations in other EU countries.

Citation

Elg, U. and Johansson, U. (1996), "Networking when national boundaries dissolve", European Journal of Marketing, Vol. 30 No. 2, pp. 61-74. https://doi.org/10.1108/03090569610106653