Networks, ecosystems, fields, market systems? Making sense of the business environment

Kristian Möller, Suvi Nenonen, Kaj Storbacka

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

11 Citeringar (Scopus)

Sammanfattning

This positioning paper is informed by our judgment that the mainstream research on business marketing and marketing in general is losing its relevance and vigor because it views business environments as narrow “markets” and focuses primarily on dyadic business relationships and their management. Sticking to this limited, economics-driven market view has detached the discipline from major real-world phenomena, leaving it with scant understanding of the contemporary environmental context of marketing and business strategy. Based on a focused reading of literature on business fields, business networks, business ecosystems, and market systems, we venture our own comprehensive theoretical framing of complex business environments summarized in two frameworks. In the pursuit of relevance our integration is avowedly simplifying as we strive for parsimony. Key points explicate the nested, multi-layered, multimodal, transitional and conditioned character of the business environment, and the dynamics, phases and processes of the evolution of that nested environment. We use the frameworks constructed, which form an initial theory of complex business environments, to supply a research agenda for business marketing and offer brief managerial conclusions.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftIndustrial Marketing Management
Volym90
Sidor (från-till)380-399
Antal sidor20
ISSN0019-8501
DOI
StatusPublicerad - 24.08.2020
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Globala mål för hållbar utveckling (SDG)

  • Mål 09: Hållbar industri, innovationer och infrastruktur

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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