The evolution of an evolutionary perspective on B2B business

Abstract

Purpose

The paper seeks to review recent developments in theory and research regarding the nature and role of relations and networks in business markets and to argue for a more dynamic, interactive and evolutionary view.

Design/methodology/approach

Complexity theory, as well as theories of distributed cognition and control, is used to show that business markets, relations and networks are complex adaptive systems of interacting people, firms, activities, resources and ideas in which no one player is in control.

Findings

The theoretical perspective described has profound implications for management practice, policymaking and research. In particular it leads to the concept of soft assembled strategies in which management and firms utilize the inherent response properties of the relations and networks in which they operate to extend what they can do, sense, know and think.

Research limitations/implications

Relevant research methodologies for addressing the academic, management and policy issues arising from this perspective are described.

Originality/value

The paper shows the relevance of developments in the complexity sciences and distributed cognition to business marketing and management.

Citation

Wilkinson, I.F. (2006), "The evolution of an evolutionary perspective on B2B business", Journal of Business & Industrial Marketing, Vol. 21 No. 7, pp. 458-465. https://doi.org/10.1108/08858620610708957