Collecting rich qualitative data on business relationships and networks in CEE countries: Challenges and plausible solutions

Ivanova-Gongne, Maria; Koporcic, Nikolina; Dziubaniuk, Olga; Mandják, Tibor

doi:10.1016/j.indmarman.2017.07.007

Cited by 15 publications

(14 citation statements)

References 62 publications

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“…It should be noted that the aim of applying these different cases is not in comparing them, but rather complementing their findings. It is deemed possible to regard the cases as complementary due to cultural similarities between Croatian and Russian business environments (Ivanova-Gongne et al , 2018). Finally, this all enabled us to obtain a holistic perspective on the role of INB in business relationship development within the context of two EMs.…”

Section: Methodsmentioning

confidence: 99%

“…In this paper, we focus on two distinct EM contexts, namely Croatian and Russian. Both countries have some shared history in terms of the influence of Soviet and communist ideologies, which to some extent predefines, in particular, the importance of interpersonal interactions in business relationships and networks (Ivanova-Gongne et al , 2018).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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The importance of Interactive Network Branding for business relationship development: insights from emerging markets

Koporcic

Ivanova-Gongne

2020

JBIM

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Purpose This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates the idea of INB through its three branding dimensions into the first three relationship development stages introduced in the seminal article by Ford (1980). By bringing INB into relationship development, and by considering its embeddedness in a cultural context, the study extends current understanding of business relationships in connection to corporate branding. Design/methodology/approach The study is empirical and explorative. To reach the research aims, the authors apply a qualitative approach and present findings from four business relationships in two EM contexts, namely, the Croatian and Russian markets. Ten interviews have been undertaken, and the analysis was conducted by applying sensemaking and narrative approaches. Findings Findings show the influence of INB dimensions on three stages of business relationship development. In both EMs, the external dimension is found to be dominant for the pre-relationship stage while the internal dimension for the early stage. At the same time, mutual INB dimension, which is built on interpersonal interactions, is influencing each stage to a certain manner, while being a dominant dimension in the development stage. Also, the role of each dimension in a specific stage of relationship development is conditioned by the cultural context in which business relationships are embedded. Research limitations/implications Based on the chosen qualitative research approach and focus on two countries, the findings might lack generalizability. Thus, future research is needed to observe business relationship development through INB dimensions in different cultural environments. Practical implications This paper provides a new perspective for managers on coping with the development of business relationships and branding in the EM context. Originality/value This is the first attempt to study business relationship development through branding perspective in general and INB perspective in particular. It builds a deeper understanding of identity, reputation and mutual INB dimension and their manifestation and influence on each relationship stage. In addition, the study has a cultural context, which makes it one of the rare cross-cultural studies related to branding in business marketing research.

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Section: Methodsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

The importance of Interactive Network Branding for business relationship development: insights from emerging markets

Koporcic

Ivanova-Gongne

2020

JBIM

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“…Referring to the context in which data were collected, Croatia, as an emerging market country, presents a small research laboratory in which the majority of companies are SMEs. Considering the current economic situation in the country, and the intense competition on the market, the issue of accessing and gaining the trust of a contact person is often a considerable obstacle for a researcher (Ivanova-Gongne et al, 2018). However, through a mutual contact, the researcher gained access to the focal company (Ivy Commerce) and their business partners.…”

Section: Data Collectionmentioning

confidence: 99%

Interactive Network Branding: demonstrating the importance of firm representatives for small and medium-sized enterprises in emerging markets

Koporcic

2020

JBIM

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Purpose The purpose of this paper is to explore Interactive Network Branding (INB) in an emerging market (EM) context while focusing on the importance of firm representatives for small- and medium-sized enterprises (SMEs). The INB corresponds to the process of interpersonal interaction which results in corporate identity and reputation creation that SMEs ultimately use to influence their network positions. Design/methodology/approach This single case study presents four Croatian SMEs embedded in a business network. A research model of INB serves as an analytical tool for analyzing the phenomenon in its context. The key unit of analysis is an SME represented by its manager(s). Findings Contrary to large multinational firms that have financial capabilities for branding departments and recruitment of brand managers, SMEs in EMs tend to focus more on creating long-term relationships with their fundamental business partners. Through INB and interactions between firm representatives, corporate branding becomes an inherent part of networking. Thus, the study acknowledges the importance of INB, being implemented through firm representatives, as it plays a crucial role in the survival and success of SMEs in the EM context. Research limitations/implications Based on the chosen research approach and the focus on the Croatian EM, the findings might lack generalizability. Hence, further research is necessary to examine the applicability of INB in different empirical contexts. Practical implications This paper provides implications for practitioners coping with networking and branding processes of SMEs that are operating in fast-changing EMs. Originality/value This study provides a deeper understanding of INB while focusing on the importance of firm representatives and their interactions that have an influence on the networking and branding processes of all the parties involved.

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“…This study places special emphasis on observation of events to provide triangulation in a research context where documentary material is extremely difficult to obtain (Ivanova–Gongne et al , 2018). Moreover, the template of systematic combining encourages combining sources of evidence not only for the sake of triangulation but also for discovering new dimensions of the studied phenomenon.…”

Section: Methodsmentioning

confidence: 99%

Corruption in interaction: the role of social capital in private–public relationships

Bondeli

Havenvid

Solli‐Sæther

2020

JBIM

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Purpose This paper aims to explore corrupt exchange as a type of socioeconomic interaction in private–public relationships and its effects on material flow in connected private-private relationships. Design/methodology/approach The paper is based on a case study of a private–public network of an import firm in Russia. It focusses on corrupt exchange in routine interactions between the firm’s managers and officials in three regulatory authorities. Findings The study reveals how different types of corrupt exchange between firm managers, officials and intermediaries serve as a problem-solving tool that facilitates material flow through bureaucratic gates. Research limitations/implications The paper contributes to the industrial marketing and purchasing research by showing how the social capital concept is useful for explicating mechanisms of socioeconomic interaction in business networks and how the interaction context conditions actors’ roles and interdependencies. Practical implications The paper raises practitioners’ awareness of corrupt exchange in business networks and enables them to anticipate and manage upcoming challenges in bureaucratic procedures. Social implications The study shows how networks’ non-transparent and manipulative tendencies may provide favourable conditions for corruption in the business landscape. Originality/value The study provides a unique empirical insight into the socioeconomic mechanisms of corrupt exchange in business networks. It contributes theoretically by conceptualising corrupt officials as taking on the role of quasi-business actors in the personal possession of administrative authority as a resource and by using a novel conceptualisation of social capital to study private–public interaction in business networks.

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Collecting rich qualitative data on business relationships and networks in CEE countries: Challenges and plausible solutions

Cited by 15 publications

References 62 publications

The importance of Interactive Network Branding for business relationship development: insights from emerging markets

The importance of Interactive Network Branding for business relationship development: insights from emerging markets

Interactive Network Branding: demonstrating the importance of firm representatives for small and medium-sized enterprises in emerging markets

Corruption in interaction: the role of social capital in private–public relationships

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