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| Author: | Elg, U. Johansson, U. |
| Title: | Networking when national boundaries dissolve: The Swedish food sector |
| Journal: | European Journal of Marketing
1996 : VOL. 30:2, p. 61-74 |
| Index terms: | FOOD INDUSTRY INTERNATIONAL MARKETING SERVICE MARKETING NETWORKS SWEDEN |
| Language: | eng |
| Abstract: | This paper examines the co-ordination of interorganizational ties during a process of interorganization, and the consequences a set of different types of relationships have on firm's overall relational marketing opportunities. The paper systemizes the relational issues that face a firm when the boundaries surrounding it's established network structure dissolve, and focuses on two dimensions of network activity. The first concerns the confrontation between the firm's original set of home market relationships and the forthcoming extended network structure. The second concerns the co-ordination of vertically directed supplier/customer relationships and horizontal relations to competitors. By combining these dimensions, four interrelated key relational issues are identified theoretically. |
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