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Entrepreneurial Marketing and Strategic Network Theory: Hamburger Schriften zur Marketingforschung, cartea 48

Autor Marc Rufo
en Limba Engleză Paperback – 31 ian 2007
The ongoing modularisation and disintegration of value chains into business components, which are flexibly aligned relative to inter-organisational business reorganisations following core and service-oriented division of competencies, indicates the significance of analysing resource and relationship constellations across corporate boundaries. Strategic network theory can benefit the identification of industry structures, identification of corporate positions within networks as well as provide insights for resource allocation.Based on the analysis of entrepreneurial firms in the German wind-energy market, the process of network resource leverage is investigated here in the context of entrepreneurial marketing theory. In particular, the efficient and effective utilisation of network resources accessed via network partners is examined.With the combination of strategic network and entrepreneurial marketing theory, the author develops a market-oriented approach to the investigation of strategic corporate positioning from a network perspective. In addition, he provides a research framework for further investigation of the network structure and content dimensions.
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Specificații

ISBN-13: 9783866181212
ISBN-10: 3866181213
Pagini: 100
Dimensiuni: 149 x 210 x 7 mm
Greutate: 0.15 kg
Editura: Hampp, Rainer
Seria Hamburger Schriften zur Marketingforschung


Notă biografică

Marc Rufo - born in 1979 in Boston, Massachusetts (U.S.A.) - is a graduate of Hamburg University of Economics and Politics, University of Hamburg and King's College London (U.K). Having conducted several international business and research projects, including assignments for the Japan Research Institute for Trade and Industry and Tchibo GmbH, he now works as a consultant for IBM Global Business Services.