Understanding the morphing of focal nets in the solution business: a triad management perspective

Abstract

Purpose

Solutions are here approached from the focal net point of view i.e. the collaborative arrangements through which firms combine their individual offerings into a coherent, customer-facing solution. Focal nets are seen as an effective way to organize for value-system and solution development. However, a precise understanding as to how inter-firm dynamics support the morphing of a focal net to develop a customer’s solution is still not clear. This paper aims to provide an improved understanding of the dynamics at play between firms for providing a solution.

Design/methodology/approach

A qualitative and exploratory research approach is adopted, exploring the relationships at play within a focal net dedicated to providing a solution in the aerospace industry: a total of four triads are selected and analyzed, all of them involving the same buyer (the aircraft manufacturer) the same buyer’s customer (the airline) and a different service provider. Interviews with top managers in each company forming the triads have been carried out, with subsequent analysis, on the relational dynamics at play at the level of each triad and in-between triads within the focal net.

Findings

The study shows the handling by a solution provider of the transition from a program focal net to a customer-specific solution focal net. The four triads presented, taken individually, highlight four different component devices each of which contributes toward handling this transition. The four triads taken together along with their interactions (inter-triad) denote the capability of the solution provider to manage the morphing of the focal net.

Originality/value

The paper mobilizes a focal net perspective for the understanding of solution provision while combining this with a triadic perspective to demonstrate the inter-firm dynamics at play.

Citation

Cova, B., Spencer, R., Ferreira, F. and Proença, J. (2021), "Understanding the morphing of focal nets in the solution business: a triad management perspective", Journal of Business & Industrial Marketing, Vol. 36 No. 12, pp. 2243-2256. https://doi.org/10.1108/JBIM-05-2019-0258