The introduction of new technologies raises a set of doubts concerning the relationships that need to be established with other actors in the business network to obtain the expected benefits. Therefore, managers develop mental... more
The introduction of new technologies raises a set of doubts concerning the relationships that need to be established with other actors in the business network to obtain the expected benefits. Therefore, managers develop mental representations known as network pictures aiming to comprehend possible interactions between actors, resources, activities and environmental factors which serve as a blueprint for strategic development. The existent literature focuses primarily on how managers utilise network pictures as a retrospective tool to analyse current business relationships that allow to determine improvements or the establishment of new business relationships. Nevertheless, previous research does not explore widely the construction of the network pictures per se and the power of conscious influences exerted by external actors. This paper argues that the construction of network pictures can be intentionally guided by sellers through narratives, allowing the creation of fictional scenarios where interactions between actors, resources, times and boundaries are exemplified in a subtle way. In this way, network pictures can be considered as a prospective tool that allows foreseeing possible interactions. The aim of this papers is to enhance the comprehension of network pictures and how its construction can be manipulated through narratives, enhancing technological diffusion in benefit of the seller interests. Taking the case of Cisco's strategy Tomorrow starts here and There's never a better time, this study exemplified how narratives are able to create fictional scenarios where multiple relationships are depicted, facilitating the development of initial network pictures.
This paper examines the relation between format strategy and sourcing strategy with reference to the specific field of clothing retail. More precisely, the retail format adopted by the firm to compete in the clothing retail business is... more
This paper examines the relation between format strategy and sourcing strategy with reference to the specific field of clothing retail. More precisely, the retail format adopted by the firm to compete in the clothing retail business is analysed as a factor which can strongly influence the sourcing behaviour of textiles and clothing goods. The study proposes a framework based on the concept of the indifference curve to represent conditions of buyer-supplier negotiation and the match between sourcing alternatives and retail format ...
