Contents: Introduction: Relationships and Networks Are Us 1. The Nature and Role of Relations and Networks in Business 2. Why Business Relations and Networks Exist I: Specialisation and the Economics of Insourcing and Outsourcing 3. Why Business Relations and Networks Exist II: Value Creation and Innovation 4. Business Mating: Establishing and Developing Business Relations and Networks 5. Relationship Attractors: Typologies of Business Relations 6. Business Dancing: Managing and Being Managed in Business Relations and Networks 7. Strategies for Firms in Business Relations and Networks: The Extended Enterprise and Soft-Assembled Strategies 8. Strategies for Policy Makers in Business Relations and Networks: Evolving Evolvable Relations and Networks 9. Reinventing The Future of Business Relations and Networks Bibliography Index
Ian Wilkinson, University of Sydney Business School, Australia
'This book demonstrates that no organization is an island, but is part of a complex structure composed of a myriad of other organizations. The author provides an analytical framework within which an organization's marketing strategy may recognize the opportunities and challenges offered by the interrelated networks within which it operates.'- Don Dixon, formerly of Temple University and Penn State University, US'With few exceptions, professors of marketing are balanced and diplomatic and avoid being personal or original. They hide behind references to Journal of Marketing articles; it makes them feel secure. Not so Ian Wilkinson. No doubt well-read, he explores the networks of B2B marketing on his own terms, with originality; business dancing is such a creative example. Read his book and learn to business dance!'- Evert Gummesson, Stockholm University, Sweden
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