Strategizing through analyzing and influencing the network horizon

Elsebeth Holmen, Ann-Charlott Pedersen

Research output: Contribution to journalArticleAcademicpeer-review

113 Citations (Scopus)

Abstract

How does a firm keep on being valuable in a network? One requirement is that the firm has a sufficient overview of the network and its dynamics. In other words, a firm's strategy depends on the firm's overview of the network—its network horizon. How comprehensive or limited should its network horizon be? Is it necessary to know the network beyond the direct counterparts? Such issues have not received much attention. In this article, we discuss network horizons and argue that limited network horizons are both inevitable and useful. However, such myopia requires that a firm's counterparts effectively and efficiently mediate between the firm and the rest of the network. Based on a case study, we introduce and discuss three mediating functions of counterparts: a joining, a relating, and an insulating function, and we claim that in order to support a firm's strategizing, managers need to analyze and influence counterparts' mediating functions and thereby the firm's network horizon.
Original languageUndefined
Pages (from-to)409-418
JournalIndustrial marketing management
Volume32
Issue number5
DOIs
Publication statusPublished - 2003

Keywords

  • IR-74953
  • Network horizon
  • Relationships
  • Strategy
  • Intermediary functions
  • METIS-209755

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