Business Marketing: Perspectives from the Markets-as-Networks Approach
Document Type Article
Industrial Marketing Management
To us as academics the ideas of the Markets-as-Networks tradition have always seemed to be attractive and engaging. These frameworks have also yielded a positive response from our post-experience students in particular. Invariably their response is “… this is exactly how it happens in my business … ” However, some practitioners view the Markets-as-Networks literature as difficult and inaccessible. In academic circles many beyond the tradition have little knowledge of the central ideas or their wider applications. This paper goes some small way to rectifying this problem, by briefly reviewing the theoretical principles of the Markets-as-Networks approach and their implications for marketing practitioners.