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This paper aims to propose an approach for exploring industrial marketing network environments through a social semiotic lens.

This conceptual paper introduces social semiotic perspectives to the study of business/industrial network interaction.

This paper describes how structures of meaning derived from a cultural history of signification and interpretive processes of meaning in action are co-determined in social semiosis. The meaning of environments using this social semiotic approach is emphasised, leading us to explore the idea of the “atmosemiosphere” – the most highly complex business network level, in illustrating how meaning is made through structuration between structures of meaning and their enactments in interactions between actors within living business networks.

Figurative language plays an important role in the structuration of meaning. This facilitates establishing plots and, therefore, in the actors’ capability to tell a story, which starts with knowing what kind of story can be told. By implication, the effective networker must be a consummate moving “picture maker” and, to do so, she must have competence in narrative, emplotment, myth-making, storytelling and figuration in more than one discursive repertoire.

In using a structurational discourse perspective informed by social semiotics, our original contribution is a “business networks as discursive constructions” approach, in that discursive nets, webs of narratives and stories and labyrinths of tropes are considered just as important in constituting networks as networks of actor relationships and patterns of other activities and resources.

The purpose of this paper is to present the proposition that culture in international management has been dominated by a “Western dualism to measuring culture” (Caprar et al., 2015, p. 1024), which has resulted in severe problems and persistent limitations. The suggestion is that cultural research can be more productively conceived as a paradox involving a duality between two contrasting yet co-determined spheres or domains.

The paper provides an outline of culture as a paradox and an outline of a research approach to address the dualities of culture.

A cultural duality is described, which involves a paradoxical “yin-yang” relationship between two contrasting yet mutually constituted aspects of the collective mind. One domain, which involves conscious cognitive elements has dominated research characterized by positivism and empirical cross-cultural explorations of phenomenological cultural values. The second, more recondite domain, involves unconscious and embodied cultural phenomena, which are more tacit and hidden in indirect expression through communicative interaction, exchanges of symbolic representations and embodied behaviour in context.

A methodological duality of qualitative and quantitative mixing in order to provide a bi-focal understanding of both tacit and explicit aspects of culture is proposed as a research agenda.

The suggestion is that these cultural shadows have been relatively neglected thus far in cross-cultural management research. This means that in order to better comprehend culture as paradox, an equalization of approaches sensitive to both sides of the duality is prescient. In pursuit of this idea, a complementary qualitative analysis directed at more nebulous cultural phenomena is proposed in order to provide a balanced analysis of culture as paradox.

Drawing on sociological theories of Giddens, Bourdieu and Goffman, the purpose of this paper is to explore how different relationships are characterized between actors in interaction and determine whether social theories of practice resonate as being practical to managers.

In the empirical investigations, the authors employ the Delphi method whereby the authors “elevate” six highly experienced marketing practitioners in Dubai and Bangkok, each in different industries and from different cultural backgrounds, to designated “expert” positions in exploring the practical relevance of the practice-based theories of Bourdieu, the dramaturgy of Goffman and the structuration theory of Giddens in understanding practical experiences of managing in business-to-business networks.

The results show that aspects of these theories are consistent with practitioners’ experiences in many ways but the theories themselves do not appear to resonate with the modernist practical consciousness of the participants as being particularly pragmatic or practically useful except as resources they could selectively borrow from as bricoleurs of changing action.

Social practice theories appear rather too abstract and complex to practical actors. It is therefore paradoxical that social practice theories do not appear as sufficiently “handy” or “ready to hand” in Heidegger’s (1962) terms; being in need of translation into practical usefulness. It would appear that social practice theories can be a useful analytical vehicle for the academic analyst but cannot resonate with the modernist consciousness of the practical actor.

The purpose of this study is to enhance and further an understanding of business to business (B2B) contexts in relation to sensemaking “translations” between “performing” and “representing” of meanings that evolve within an interacting duality. The implications for research are outlined and a need for a corresponding duality in research methods is emphasised.

This is a conceptual paper exploring some of the main implications for indistrial marketing & purchasing group (IMP) and other B2B research of abandoning Cartesian privileging of generalised cognitive ideas over embodied activities in context.

Dualities of general structures and contextual practices are mutually constituted by performing and representing translations. They are described as “chiasmic” or “polyphonic” and regarded as polyvalent, dynamic and non-linear. Embodied contextual activities are described as of equal importance to de-contextual cognitive structures in meaning-making.

Practical actors within business networks are encouraged to continue relying upon practical improvisational coping skills that enable them to be effective, embodied “bricoleurs” within complex, often unpredictable and regularly unmanageable, eventful B2B contexts.

A post-Cartesian focus upon ideas and activities, structure and agency as dynamically evolving multiple dualities promotes an appreciation that contextual practices and decontextualised structures are mutually constituted; supporting a practical and pragmatic turn towards polyvalent and ephemeral, contextualised solutions to a diverse multiplicity of problems and issues. A post-Cartesian focus upon ideas and activities, and structure and agency as dynamically evolving multiple dualities promotes an appreciation that contextual practices and decontextualised structures are mutually constituted and a practical and pragmatic “turn” towards polyvalent and ephemeral, contextualised solutions to diverse problems and issues involving business relationships and interaction.

This paper aims to explore the implications of applying a Bourdieusian meta-framework to business interaction and relationship building within networks. The motive is to advocate the use of Bourdieu’s work in its entirety rather than sub-optimal use of selected concepts in isolation.

The aim of this conceptual paper is to explore how a Bourdieusian framework benefits understanding of structure/agency relations as a mutually constituted duality within business networks. The concept of duality regard relationships as emergent from synergies between structure and agency made possible by the translational capacity of “habitus”. Habitus is, therefore, the main intersection, catalyst or chiasmus between structure and agency facilitating enacted, emergent properties of business relationships.

The Bourdieusian framework suggests that structures and practices are related by multiple dualities brokered by multiple knowledge forms. The main contribution that this triadic framework brings to debates on structure-agency relationships is mostly contained in the concept of “habitus”, which is identified as a translation vehicle provides critical brokerage between actors’ resource structures and activities. It is a key concept that helps us understand how structures and agentic behaviours are equally important and mutually constituting influences upon emergent properties of business interaction. For business marketing, this means that the habitus of actors’ schemas are both embodied and cognitive. Habitus acts as the main catalyst for emergent and diverse capital resources and a plural set of skills essential for effective practical activities.

The research focus of a Bourdieusian framework is upon investigating a triadic understanding of concepts of habitus, field and practice as elements of a “pan-relational” or mutually constituted amalgam facilitated by a corresponding triadic relationship between three types of knowledge; namely, “illusio”, “phrónesis” and “poíesis”.

By adopting a Bourdieusian framework, this paper can regard the practical development of durable business relationships as involving interactions that adequately co-ordinate the different habitus, sub-fields and practices of parties as shared. The implication is that the practitioner needs to be equally competent in their use of “illusio”, “phrónesis” and “poíesis” as different knowledge forms whose sum is greater than its parts.

The approach reveals that habitus emphasizes that structures are never entirely conscious and calculated schemas as they contain unconscious, embodied habits fuelled by tacit, cultural knowledge infused with symbolism, mythologies and rituals, which are communicated mostly indirectly through analogical reasoning, narrative, heuristics and embodied gestures.

Drawing upon ideas of holistic systems in conjunction with practice and complexity theories, the purpose of this paper is to provide a reflective examination of sensemaking within business networks.

This is a conceptual paper that uses a meteorological metaphor to figuratively describe sensemaking within business-to-business relationships. To address this, the authors explore holonic sensemaking practices at a local, micro-level.

The weather metaphor emphasizes that local and general conditions, although qualitatively different, are mutually constituted. Consequently, local conditions must be taken seriously as they are the crucible of experience where sense is made in the moment and in particular spaces involving specific people. The suggestion is that any failure to account for these “emic” conditions is partial and flawed. The authors propose that an emphasis upon general conditions and nomothetic theories centered on cognitive generalizations has confined sensemaking theorizing. In particular, local sensemaking realities, which are characterized by embodied, communicative and cognitive practices, has been somewhat overlooked.

The main implication is that there should be greater attention to process constituted by an equal focus on sub-processes of embodied sensing and semiotic sub-processes of talking sense, along with the already strong emphasis upon cognitive sensemaking but with greater attention to local activities. As processes of embodied perception, discourse within atmosemiospheres and cognitive sensemaking are qualitatively different, the authors argue for methodological diversity which should enable investigation of these inter-animating sub-processes more comprehensively and with greater equanimity.

In industrial marketing and purchasing (IMP) terms, this means placing the spotlight on the activities component in the actor-resources-activities model. The implication is that there is a need to educate networkers in improvization and bricolaged use of their bodies, communication and minds for concrete, local and practical contexts and ease off on theorizing.

The authors explore the consequences of examining embodied and communicative sensemaking’ influences at micro-level mean, followed by an examination of how sensemaking within the IMP tradition has predominantly focused upon macro-level cognition in contrast to sensemaking more broadly, which has incorporated micro-level sensemaking including embodied, communicative influences alongside cognitive effects. The authors conclude with exploring the implications of a meteorological metaphor for research and practice.

The purpose of this paper is to promote the use of pragmatism within industrial marketing and purchasing (IMP), business-to-business (B2B)/network research with its enhanced emphasis on developing adaptable, workable solutions to practical problems. The usability of findings and the study produced means that implications and impact become a natural part of the research process rather than an afterthought concluding a research project. Although the reader might feel that the approach oscillates between viewing pragmatism in its everyday sense (through the use of terminology such as “a pragmatic approach […].,” the intent is to elevate the discussion to one where pragmatism is viewed as a guiding philosophy.

It blends literature review and conceptual contemplation and challenges convention by “reading against the grain” (Brown and Wijland, 2018).

The authors do this to challenge convention and advocate for pluralism and diversity, theoretical evolution based on empirical evidence and increased sensitivity to the critical role of discourse, semiotics and abduction as a catalyst between theory, method and empirical activities. This conceptual blending portrays “activities” and beliefs as mutually constituted through the symbolic mediation of rhetoric and discourse.

Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

This paper contributes to the development and dissemination of alternative and critical perspectives in marketing theory. The implication is that activities must usually be justified by actors within communication as believable and this process always involves mixtures of rational and non-rational appeals. Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

This paper aims to look into changing future landscapes of business interaction, relationships and networks using the lens of the work of Mikhail Bakhtin and his key notions of polyphony, heteroglossia and dialogism.

This is a conceptual paper exploring the complex dualities of Bakhtin’s approach involving eternally competing, paradoxical forces of unity and fragmentation; continuity and change; and coherence and incongruity.

Bakhtin’s approach suggests that all phenomena at all levels involve a complex struggle between organizational unity and dis-organizational fragmentation. Bakhtin provides theoretical support for David Boje’s notion of “antenarratives” as key in the making of socially constructed futures. Antenarratives are bridging “tropes” between unifying narratives and fragmented stories.

Antenarratives need to be a focal interest in researching Bakhtinian dualities because they are a catalyst and chiasmus traveling between and inter-animating relations between narratives and stories.

The Bakhtinian schema suggests that practitioners need to maintain a reliance upon “phronesis” or practical wisdom and dexterity that allows them to adapt and improvise in fast-changing and multiple situations and contexts. To enable them to do this, such practical capabilities need the combined cultivation of appropriate embodied skills, capabilities in communicative and symbolic persuasion, as well as analytical reasoning.

Bakhtin’s concepts provide a unique and operationalizable approach to encompassing duality, which addresses the increasing need in business marketing to understand and adapt within increasingly complex and changing landscapes of business interaction, relationships and networks.

This paper aims to explore the topic of embodiment as a gap in meaning-making within the literature on business relationships in IMP and business marketing academic discourse. Referring to the theories of embodiment, the authors question the dominant worldview of Cartesian dualism which marginalizes the influence of the body in meaning-making and explore relevant implications of an embodiment agenda for research and practice. The aim is to demonstrate that embodiment has a vitally important influence in the construction of meanings.

The paper provides a review of theoretical and empirical literature on embodied cognition and theories of embodiment to construct a cooking metaphor as an analogical vehicle for exploring meanings within business relationships.

The authors use a cooking metaphor to explore how meaning is created in human interaction. Body and mind blended together produce meaning through the catalyst of discourse and semiotics. Cognition is described as a mixture of rational and non-rational processes involving blended elements of embodied perceptions and psychological ideas stirred and heated in a semiotic “sauce” of discourse (language, communication, information, power/knowledge).

The contribution of the paper is in proposing that both body and mind influence the creation of meanings in business relationships blended through the mediation of language and discourse. The authors aim to advance a “practice” and “linguistic” turn in the business marketing discourse by proposing that embodied, discursive and cognitive processes are more effectively conceived as blended influences.

The aim of this paper is to focus on methodological development of research into the influence of culture: the use of cross‐cultural, multidisciplinary and multi‐method techniques.

The paper begins with a review of the interdisciplinary debate in business research, general management, IB and cross‐cultural management. It then explores the identities of paradigmatic combatants and possible “strategic peace initiatives”. It finally outlines some tactical and strategic complexities of such a “peace campaign” and identifies examples where multiple‐lens research offers good potentials for “post‐war” new theory development.

Ambitious calls for the advancement of interdisciplinary research in business research have appeared regularly and often feel like déjà vu. Cultural research appears to have been locked into paradigmatic “cold” warfare between methodologically distinct research “tribes”.

The authors' view is that culture can be likened to a holograph. It is not a real entity but a projection, which looks very different from different positions. The concern is that views of culture have been rather “monocled” and limited in relevance.