Chapter 6 Networks and stakeholders Peggy Simcic Brnn

Chapter 6 Networks and stakeholders Peggy Simcic Brønn

Stakeholder relationships z Each organization is a customer to another organization in an industry’s value chain. z Some organizations work closely together, coordinating and integrating their activities while others combine on a temporary basis. z Organizations operate in partnership with varying degrees of strength, in order to achieve their goals. Peggy Simcic Brønn

Networks z The relationship of any two organizations is contingent upon direct and indirect relationships of all involved organizations. Exchanges therefore take place in the context of a network of relationships. (Andersson, 1992) z Networks hold together partly through a pattern of interdependence and reciprocity. (Achrol, 1997) Peggy Simcic Brønn

EXTERNAL LINKAGES OF AN ORGANIZATION Stockholders Government Regulators Boards of Director Community Leaders ENABLING INPUT Employees Associations Unions NORMATIVE Political FUNCTIONAL Suppliers Organization LINKAGES Groups LINKAGES Professional Consumers Societies OUTPUT Industrial DIFFUSED Purchasers Users of Service Environmentalists Community Residents Voters Media Minorities Women Other. Peggy Publics Simcic Brønn

Channels z. Channel networks y. Conventional y. Vertical marketing systems z. Channel network design yintensive distribution, selective distribution, exclusive distribution Peggy Simcic Brønn

Vertical marketing systems z Administered z Contractual y. Wholesaler-sponsored chains y. Retailer-sponsored chains y. Franchise x. Manufacturer-driven retailer systems: Ford x. Manufacturer-driven wholesaler systems: Coca Cola x. Service-driven retailer systems: Mc. Donalds y. Corporate Peggy Simcic Brønn

Network management z. Cooperation z. Power z. Conflict z. Channel network communications z. Organizational communication Peggy Simcic Brønn