1. HOW SHOULD COMPANIES INTERACT IN BUSINESS NETWORKS?
Håkan Håkansson & David Ford (2002)
Justine BILLET – Clara FAIVRE – Axel FENEAUX – Cassandre GERON – Marguerite GUIBOURG – Alix LUTON

2. NETWORKS Nodes and threads Nodes = Business Units
Threads = Relationships
Relationship B

3. BUSINESS NETWORKS BUSINESS RELATIONSHIP
Uniqueness
Investment
Influence inside the
company

4. BUSINESS NETWORKS BUSINESS RELATIONSHIP
CONNECTIONS BETWEEN RELATIONSHIPS A B C
Supplier
Customer A B C
Customer
Supplier
Distributor -
Supplier A B C

5. MANAGERIAL QUESTIONS ABOUT RELATIONSHIPS AND NETWORKS
What kind of special opportunities and restrictions does a network bring to a company? What is the interplay between influencing others and being influenced by them? How can a company control a network and what are the effects on the network and on the company?

6. FIRST PARADOX Opportunities and limitations in a networks
Network position
Own resources
Network
Resources enable to offer innovative product and service features to end-users.
Network position is affiliated to investment in the current structure and ways of thinking.
Already established network positions restrict the company’s ability to react new concepts/innovations.

7. MANAGERIAL IMPLICATIONS OF THE FIRST PARADOX
Action in more difficult but more important in the network as it requires a change in the structure.
Managing the network’s expectations, convincing.
New relationship ?

8. SECOND PARADOX Influencing and being influenced in a network
Company
Outcomes of strategies and actions
SIMULTANEOUSLY
Relationships
Outcomes of those relationships and what happened in them

9. MANAGERIAL IMPLICATIONS OF THE SECOND PARADOX
Strategizing
Commitment
Extend of effects on network
Individual managers

10. THIRD PARADOX Controlling and being out of control in networks
Need of power in a business network
But need of balance to let the relationship grow

11. MANAGERIAL IMPLICATIONS OF THE THIRD PARADOX
Need to manage IN the network
Need of analysis of resources
Complexity

12. VIRAL MARKETING IN B2B NETWORKS
Company reputation
Network
Share of ideas
Partnerships
B2B

13. FIRST PARADOX AND VIRAL MARKETING
Companies do not act, they interact
Interactions = base of viral marketing
Need to work on those
interactions

14. FIRST PARADOX AND VIRAL MARKETING

15. SECOND PARADOX AND VIRAL MARKETING
Influence / be influenced
Interdependence / Co-dependence
Acting & Interacting
Conversations (Acting)
Connections (Interacting)
Results

16. THIRD PARADOX AND VIRAL MARKETING
Risk of being over controlling
 Potential partners will be aware of the situation thanks to the word-of-mouth.

17. THIRD PARADOX AND VIRAL MARKETING
Risk of letting all the power to the other party of the network
 Risk of attracting sharks.

18. CONCLUSION