Network theory and research on business-to-business relational exchanges in a digital business environment

Brian Low, Farid Ahmed, Wesley J. Johnston, Beth A. Walker

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[Marketing scholars have extensively used the network theory to explain B2B exchanges. But despite its popularity as a theoretical mechanism, there has been little attempt to examine its contributions in explaining the exchanges in a digital B2B environment. This article provides such a review and provides directions for future research.]]
    Original languageEnglish
    Title of host publicationProceedings of the AMA Annual Summer Educators' Conference: Enhancing Knowledge Development in Marketing
    PublisherAmerican Marketing Association
    Number of pages9
    ISBN (Print)0877573174
    Publication statusPublished - 2005
    EventAmerican Marketing Association. Educators’ Conference -
    Duration: 1 Jan 2005 → …

    Conference

    ConferenceAmerican Marketing Association. Educators’ Conference
    Period1/01/05 → …

    Keywords

    • electronic commerce
    • information technology
    • business networks
    • marketing

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