Authors: Pete Naude; Stefanos Mouzas; Stephan C. Henneberg
There has recently been an increase in interest in the notion of ?network pictures?amongst researchers in the field of business-to-business marketing. Network pictures aremanagers? subjective mental representations of their relevant business environment. Theyare posited to work as ‘sense-making? devices, and consequently shape managerialdecisions, actions, and evaluations. However, while interest in this concept has beenreported in a range of literature that we identify and discuss, there has been no attempt torigorously conceptualise the underlying dimensions of such pictures. Based upon anextensive review of previous work, we propose a parsimonious set of interrelateddimensions, and initially test this approach. We show the model’s face validity, but alsoargue that not all dimensions are perceived as being equally useful: utilisation of thedifferent dimensions is determined more by what it is that managers wish to represent.The implications of the concept of network pictures, as well as further researchpropositions, are discussed.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)