文档介绍：Business Marketing Relationships 5
Business Marketing Relationships
53>. Networks’ Horizons & works
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outline
Banking/mortgages example
Cutting work
Network boundaries
Strategizing works are about changing connections
Selecting customers
Helping some customers select you
Segmenting business markets with respect to your costs.
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Banking/mortgages example (network picture version)
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bank
Other banks
Credit rating
SIV
Pension funds
Hedge funds
Inter-banks
borrowers
savers
Banking/mortgages example again (4Rs version)
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bank
SIV
(facility)
High Medium Low
Pension funds
Hedge funds
Inter-banks
Credit rating
Borrowers
Different risks – loans to value
products
relationship
Organizational unit
(assets as products)
facility
Strategizing
Identifying the scope for action, within existing & potential relationships & about operating effectively with others within the internal and external constraints that limit that scope
H?kansson & Ford, 2002, p. 139>7.
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works
Embeddedness – we’re all connected through culture
Networks – we’re all connected materially
Not very helpful for thinking through & adjusting actions
works – excluding actors (suppliers, customers, rivals)
Standards.
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work horizons
Arranging strong & weak ties strategically
(Holmen and Pedersen 2003)
Strong ties – focal firms interacting with coun