MANAGEMENT AND MARKETING SCIENCES? REACTION TO THE NETWORKED WORLD

Percin Batum (tpbatum@anadolu.edu.tr)
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Percin Batum: Anadolu University

No 3205699, Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences

Abstract: The purpose of the exploratory study is to compare the perspectives of management and marketing sciences on networks and reveal out why and how firms become connected and interdependent, and how the relationships affect their ability to compete according to these perspectives. For this purpose, network theory has been taken as a common ground. The management theories which form the network theory and relationship marketing have been discussed. In this paper, the difference between the perception of management and marketing sciences on networks have been expressed in terms of the components of ARA Model. It is possible to notice that some issues have been reverted under different components. This paper aims to put emphasize on that the two arm in arm sciences are in the opposite edges and explain why by presenting the attitude of two different sciences to networks through a model which explains the network theory. It is hoped that this paper helps decision takers to be enlightened if they act as a manager or marketer.

Keywords: Relationship marketing; The network approach; ARA model; Interaction approach; Resource dependence theory; Social exchange theory; Institutional theory (search for similar items in EconPapers)
JEL-codes: L19 M19 M31 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2016-03
New Economics Papers: this item is included in nep-cse, nep-mkt and nep-net
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Published in Proceedings of the Proceedings of the 5th Economic & Finance Conference, Miami, Mar 2016, pages 12-25

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iefpro:3205699

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