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Article
Publication date: 8 January 2019

Antonella La Rocca, Andrea Perna, Andrea Sabatini and Enrico Baraldi

While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the…

Abstract

Purpose

While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the new venture’s portfolio of customer relationships emerges. This paper aims to explore the emergence of the customer relationship portfolio of a new venture and to investigate the effects of early relationships on subsequent ones.

Design/methodology/approach

Methodologically, the authors rely on a longitudinal single case study of a new venture which develops, implements and sells customized cost-management software. The study is exploratory and based on 24 in-depth interviews.

Findings

The findings show that the development of a customer portfolio depends on the cumulative effect of heterogeneous elements and network connections. These include the initial link between the new venture and the first customer and a subsequent series of interconnections that develop with the emerging network capability of the new venture.

Originality/value

As one of the few studies that explore the emergence of new ventures’ customer relationship portfolio, this study demonstrates the value of applying a relational/network approach for studying relationship portfolio dynamics.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 16 October 2017

Antonella La Rocca and Ivan Snehota

The expanding body of research on business models generally assumes that firms operate in a “transactional” context. Several recent studies suggest that the concept of…

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2807

Abstract

Purpose

The expanding body of research on business models generally assumes that firms operate in a “transactional” context. Several recent studies suggest that the concept of business models in contexts where relationships matter, such as business markets, involves issues that the transactional microeconomic perspective is ill suited to capture. In the expanding literature on business models, the role of context in how business models emerge and evolve is a topic that appears under researched. The purpose of this paper is to review the findings of these studies and explore how “relational context” affects the emergence and evolution of business models.

Design/methodology/approach

The authors review the literature on business models in business markets where high-involvement relationships with customers and suppliers are common, and report a case to illustrate the critical issues involved.

Findings

The authors find that context where high-involvement relationships are common implies that business models are relationship specific and tend to be different across key relationships of a business; the involvement of others limits the autonomy of a single business in developing its business model; business models are continuously emergent and transient.

Originality/value

This study is among the few that examine the emergence and evolution of business model in business network in a longitudinal perspective. The value of the study also lies in the implications of the relationship-centric business model for management practice and research.

Details

IMP Journal, vol. 11 no. 3
Type: Research Article
ISSN: 2059-1403

Keywords

Content available
Article
Publication date: 1 March 2019

Antonella La Rocca, Ivan Snehota and Alexandra Waluszewski

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208

Abstract

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 22 November 2018

Antonella La Rocca, Ivan Snehota and Alexandra Waluszewski

Abstract

Details

IMP Journal, vol. 12 no. 3
Type: Research Article
ISSN: 2059-1403

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Article
Publication date: 3 January 2019

Alexandra Waluszewski, Ivan Snehota and Antonella La Rocca

The purpose of this viewpoint paper is to summarise the key findings of the industrial marketing and purchasing (IMP) research – especially for those who are unaware or…

Abstract

Purpose

The purpose of this viewpoint paper is to summarise the key findings of the industrial marketing and purchasing (IMP) research – especially for those who are unaware or unfamiliar with this research community – and above all, to point at some directions of development.

Design/methodology/approach

The authors draw on IMP research studies.

Findings

The authors identify three avenues for further research. The first is related to the need for a sharper, more elaborated and nuanced pictures of the business world, which is in a state of continuous evolution. Second, to present research on business movements from new angles and elaborate sequences of effects and larger patterns of change, there is a need for methodological and conceptual development. The third avenue for further research concerns the provision of normative recommendations to business and policymakers on how to cope with, and make use of, interactivity and interdependences.

Originality/value

The authors outline the areas in which they currently see the greatest “need for better understanding”, aware of the limits in what they know.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 16 October 2017

Ivan Snehota, Antonella La Rocca and Alexandra Waluszewski

Abstract

Details

IMP Journal, vol. 11 no. 3
Type: Research Article
ISSN: 2059-1403

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Book part
Publication date: 17 August 2017

Malena I. Havenvid and Antonella La Rocca

This chapter explores the issue of an outsider entering an existing business network in an interactive, interdependent and interconnected business world. Developing the…

Abstract

This chapter explores the issue of an outsider entering an existing business network in an interactive, interdependent and interconnected business world. Developing the new venture appears a ‘mission impossible’ as the new venture has no relationship in the relevant network or a tenuous one at best. The critical issue and major difficulty for the new company are to make established business actors perceive that there are good reasons to admit the new venture into the existing business network. The fate of the new venture, its acceptance by at least some other business actors, will largely depend on how the incumbents perceive the new company to affect their existing relational assets which result from past investments. In attempting to become a new node of a business relationship, the ‘management’ of the new venture has to address two issues. First, it has to find some actors interested in relating to the new venture and to engage them in developing the initial business relationships. Second, the new venture has to manage the networking that is combining the initial relationships with each other. The authors identify and discuss six spaces for action for new business ventures related to these two challenges.

Content available
Article
Publication date: 12 October 2021

Fawaz Baddar ALHussan, Antonella La Rocca and Faten Baddar Al-Husan

Abstract

Details

Journal of Business & Industrial Marketing, vol. 36 no. 9
Type: Research Article
ISSN: 0885-8624

Content available
Article
Publication date: 13 April 2015

Antonella La Rocca

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964

Abstract

Details

IMP Journal, vol. 9 no. 1
Type: Research Article
ISSN: 2059-1403

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Article
Publication date: 14 March 2016

Antonella La Rocca and Ivan Snehota

The purpose of this paper is to explore how corporate associations emerge in business networks focusing on mutually attributed identities in customer-supplier…

Abstract

Purpose

The purpose of this paper is to explore how corporate associations emerge in business networks focusing on mutually attributed identities in customer-supplier relationships. The role of the mutually perceived identities for interaction behaviours of the parties is examined and consequences of multiple emergent identities for management are discussed.

Design/methodology/approach

The paper is a conceptual one starting from an overview of prior research on corporate associations in marketing, findings on distinctive features of business markets and review of studies on identity in interaction processes.

Findings

Departing from various strands of research on the origin and role of corporate associations in the literature the authors argue that corporate associations, in business networks are relationship specific and continuously emergent, and that businesses acquire multiple identities in relation to main stakeholders as customers and suppliers. The relationship specificity, emergent nature and multiplicity of relationship-specific identities have consequences for management.

Originality/value

This study is among the few that explore the role of corporate associations in business-to-business context. It results in two propositions: first, that corporate associations are relationship specific and continuously emergent and, second, that businesses operating in business networks have to cope with multiple relationship-specific identities. Both propositions are original and contribute to the understanding of dynamics of business relationships and networks.

Details

IMP Journal, vol. 10 no. 1
Type: Research Article
ISSN: 2059-1403

Keywords

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