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      Networks, ecosystems, fields, market systems? Making sense of the business environment

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          Abstract

          This positioning paper is informed by our judgment that the mainstream research on business marketing and marketing in general is losing its relevance and vigor because it views business environments as narrow “markets” and focuses primarily on dyadic business relationships and their management. Sticking to this limited, economics-driven market view has detached the discipline from major real-world phenomena, leaving it with scant understanding of the contemporary environmental context of marketing and business strategy. Based on a focused reading of literature on business fields, business networks, business ecosystems, and market systems, we venture our own comprehensive theoretical framing of complex business environments summarized in two frameworks. In the pursuit of relevance our integration is avowedly simplifying as we strive for parsimony. Key points explicate the nested, multi-layered, multimodal, transitional and conditioned character of the business environment , and the dynamics, phases and processes of the evolution of that nested environment. We use the frameworks constructed, which form an initial theory of complex business environments, to supply a research agenda for business marketing and offer brief managerial conclusions.

          Highlights

          • Business marketing must move from relationship management to ecosystems orchestration

          • Business environment is nested, layered, multimodal, transitional and conditioned

          • Need to understand dynamics, phases and processes of business environment evolution

          • Need to understand constricting and enabling forces

          • Focus on collaborative strategizing, involving a larger set of actors outside firm

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          Most cited references132

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          NOT SO DIFFERENT AFTER ALL: A CROSS-DISCIPLINE VIEW OF TRUST.

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            Action Research and Minority Problems

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              Absorptive Capacity: A Review, Reconceptualization, and Extension

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                Author and article information

                Contributors
                Journal
                Industrial Marketing Management
                Elsevier Inc.
                0019-8501
                0019-8501
                24 August 2020
                October 2020
                24 August 2020
                : 90
                : 380-399
                Affiliations
                [a ]Aalto University, School of Business, P.O. Box 21210, 00076 Aalto, Finland
                [b ]University of Auckland Business School, Private Bag 92019, Auckland 1142, New Zealand
                Author notes
                [* ]Corresponding author. kristian.moller@ 123456aalto.fi
                Article
                S0019-8501(20)30111-5
                10.1016/j.indmarman.2020.07.013
                7444472
                f4c30f24-c40c-4670-8fd6-aa84f2ff8528
                © 2020 Elsevier Inc. All rights reserved.

                Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.

                History
                : 8 April 2020
                : 11 June 2020
                : 22 July 2020
                Categories
                Article

                business environment,business strategy,business ecosystems,business fields,market systems,business networks

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