Authors: Carla Ramos; Pete Naude; Ronika Chakrabarti; Stephan Henneberg
In order to capture different aspects of change within different actor groups of a distribution network, a network-as-practice perspective (NPP) is used in this study, which looks at performative aspects of an exchange system. This approach, based on the ‘practice-turn’, is framing the development of an analytical framework, which uses vector descriptions to describe practices and translations within the business network. The NPP is suggested as an alternative to traditional business marketing perspective, e.g. those of the Industrial Network Approach (INA) related to the IMP Group. Based on a case-study approach, we analyse the UK pharmaceutical distribution network between 2007 and 2011. Of particular interest are the network dynamics, i.e. changes between the past and today, especially those relating to the introduction of single-wholesaler distribution schemes by manufacturers. This has caused a strong and recognised instability in the network, which lead to considerable tension between the main actors of the UK pharmaceutical network. There exists also a high level of uncertainty regarding what each actor can or ‘should’ do. By analysing the UK pharmaceutical network as a case and by exploring the processes of interactions in this unstable network, our paper contributes to the growing body of literature on network dynamics and reinforces using a practice perspective within the INA.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)