The influence of network understanding on value creation in business relationships

• Published in: European journal of marketing Vol. 58; no. 4; pp. 928 - 951
• Main Authors: Munksgaard, Kristin B., Abrahamsen, Morten H., Frandsen, Kirsten
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 25.04.2024; Emerald Group Publishing Limited
• Subjects: Business to business commerce; Cognitive models; Customers; Perceptions; Product quality; Suppliers; Value creation; Value perceptions; Value creation; Network understanding; Network pictures; Relationship value; Business relationships
• ISSN: 0309-0566; 1758-7123; 0309-0566
• DOI: 10.1108/EJM-04-2021-0268

Purpose This study aims to investigate how companies’ understanding of the business network influences the creation of value in business-to-business relationships. The authors do this by analysing dimensions in actors’ “network pictures” and illustrating how value perception and network understanding influence actors’ mutual effort to create value. Approaching relationship value from the point of actors’ cognitive understanding of their business network has so far been largely overlooked in relationship value research. Design/methodology/approach This study applies a qualitative case study methodology whereby dyadic data from a well-established business-to-business relationship is collected from 18 company representatives through personal interviews and group interviews supplemented by participant observations and company data. Findings The findings contribute with new insight into how companies’ understanding of their surrounding network influence (facilitates or limits) relationship value creation. The authors find that companies continuously reflect on changes in their networks and the related changes in partners’ value perceptions. Through value articulations, companies seek to explicitly express their value perception. Value reflections and value articulations create a dynamic process formed not only by the individual actor but also through their relationship and engagement in their network environment. This requires companies to develop their networking capabilities. Research limitations/implications This paper presents findings, insights and contributions limited to a case study of a particular business relationship within an industrial setting. Although the findings and contributions are valid and in line with the criteria for rigorous qualitative research, the authors advocate and call for additional studies that investigate relationships value creation and address the interplay between actors’ network understanding and their actions and behaviour. One way to approach this would be to test the four propositions derived and presented as part of the present study. Practical implications The findings imply that management needs to be aware not only of the value created and delivered to a specific partner but also of how the partner’s understanding of the wider network will influence the value delivering and capturing process. Originality/value This study contributes to the growing literature on relationship value creation by outlining a dynamic process where relationship partners reflect upon and articulate value. Such activities are influenced by the partners’ network understanding and form the basis of the mutual relationship value creation effort. The findings also contribute to the network pictures literature by emphasizing insights into the formation of value perceptions through actors’ understanding of their surrounding networks.