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Tommy Shih. Photo.

Tommy Shih

Senior lecturer

Tommy Shih. Photo.

Strategies and network effects in an interactive network context

Author

  • Christina Öberg
  • Tommy Shih
  • Hsin-Hui Chou

Summary, in English

This paper adopts the industrial marketing approach to investigate how companies strategize in networks, and to link network strategies to different effects. Based on a case study from the optical recording media industry, the paper finds five types of strategies: complementary, shared, copying, company-rooted, and challenging. Effects indicate how the focal company's strategies triggered reactions of various magnitudes and characteristics. Specifically, effects diverge from intentions among parties not considered in the strategy, and increasingly so the more confronting the strategy is. This implies that the kind of strategy matters for the effects. This paper contributes to the growing interest for strategizing in business networks through introducing a typology of network strategies and effects.

Department/s

  • Department of Business Administration

Publishing year

2016

Language

English

Pages

117-127

Publication/Series

Industrial Marketing Management

Document type

Journal article

Publisher

Elsevier

Topic

  • Business Administration

Keywords

  • Effects
  • Interactive
  • Optical media industry
  • Strategy
  • Typology

Status

Published

ISBN/ISSN/Other

  • ISSN: 0019-8501