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Article
Publication date: 26 August 2014

Harri Ryynänen and Risto T. Salminen

The purpose of this paper is to increase understanding about the key persons (promoters) in project business organizations. By doing this, the managers may enhance the…

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Abstract

Purpose

The purpose of this paper is to increase understanding about the key persons (promoters) in project business organizations. By doing this, the managers may enhance the communication flow by connecting the experts and the executives more efficiently.

Design/methodology/approach

The paper is an in-depth single case study in which the case represents a typical industrial project sales process. The case is analysed through content analysis and social network analysis that offers a structured and rigorous method of analysing social networks.

Findings

The findings indicate that during project sales there may be numerous process promoters with the dual roles of power and process promoter. In addition, this study demonstrated the appearance of process promoters in the project supplier's social network. The findings of the present study contribute to the literature on promoters by focusing especially on process promoters during project sales.

Practical implications

The results of the present study suggest that the process promoters need to be identified and supported in order to build an effective cross-functional project sales team in project business.

Originality/value

While the extant literature identifies the promoters in organizations, there appears to be a dearth of studies that relate to the early phases of project sales, despite the fact that these phases have a substantial impact on subsequent phases. This study is a rare example to study empirically the promoters in the project business organization's social network.

Details

International Journal of Managing Projects in Business, vol. 7 no. 4
Type: Research Article
ISSN: 1753-8378

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Article
Publication date: 1 June 2015

Harri Ryynänen, Kaisa Henttonen and Risto Tapio Salminen

– This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network.

393

Abstract

Purpose

This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network.

Design/methodology/approach

The authors use the network pictures construct as a tool to analyze collective cognitive structures in a service development network. The studied case and unit of analysis is a focal network developing a consumer mobile TV service.

Findings

Based on the empirical evidence, the authors found that individuals’ cognitive structures vary extensively in the studied focal network. In addition, collective cognitive structures in intra- and inter-organizational settings differ, and thus should be distinguished.

Research limitations/implications

The research findings are based on a single case study. This study is one of the first attempts to apply network pictures as a research device in industrial marketing. The concept of network conception is put forward, distinguishing intra- and inter-organizational levels of collective cognition.

Practical implications

The employed conceptual tool is proposed for application also when forming a business network, where it is important to make all actors’ (i.e. persons and companies) perspectives on the emerging focal business network visible.

Originality/value

To study the focal network-level collective cognitive structures further, the authors propose the concept of network conception to represent the phenomenon. The present study contributes to the research on collective cognitive structures in industrial marketing by extending understanding on individual- and organizational-level cognitions to a focal network-level collective cognition.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Content available
Article
Publication date: 26 August 2014

Derek Walker

214

Abstract

Details

International Journal of Managing Projects in Business, vol. 7 no. 4
Type: Research Article
ISSN: 1753-8378

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Article
Publication date: 11 July 2016

Elina Närvänen and Christina Goulding

The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less…

5609

Abstract

Purpose

The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management paradigm where the company’s role is emphasized. This paper addresses the phenomenon of brand revitalization from a sociocultural perspective and examines the role of consumer collectives in the process.

Design/methodology/approach

Using a data-driven approach, the study builds on the case of a consumer brand of footwear that has risen to unprecedented popularity without traditional marketing campaigns. Data were generated using an inductive theory building approach utilizing multiple methods, including interviews, participant observation and cultural materials.

Findings

The paper presents a conceptual model of cultural brand revitalization that has four stages: sleeping brand, spontaneous appropriation, diffusion and convergence.

Practical implications

Implications for companies in consumer markets are discussed, suggesting ways to facilitate the process of sociocultural brand revitalization.

Originality/value

The paper contributes to the literature first by offering a sociocultural brand revitalization scenario that highlights the interplay between the actions of consumers and the company, second, by examining the interaction between the symbolic meanings associated with the brand and the practices used by consumers and, third, by offering insights into the relevance of national identity in creating brand meaning.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

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