Abstract
This paper focuses on how network theory can add to understanding of marketing and strategic management of firms. The paper aims to develop a framework for understanding network theory from its origins and to evaluate its appropriateness in the development of market research in a number of settings where it is little used. In particular, three types of cooperative, inter-firm relationship are developed from the literature together with two of their key features; and their links to Sweeney's organisational, distribution and social system perspectives of marketing are examined. Implications for market research practice are advanced.
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Perry, C., Pyatt, R. (2015). Network Theory’s Contribution to the Development of Marketing Research. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_31
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DOI: https://doi.org/10.1007/978-3-319-17311-5_31
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