Journal article

To whose drum are we marching? Change in business networks through a contextual logics perspective

Ilkka Ojansivu, Christopher J Medlin

Industrial Marketing Management | Elsevier | Published : 2018


Our focus is on understanding the interplay of social structure and human agency in business networks. Our solution is to propose a contextual logics perspective, by asking: How do contextual logics emerge and decay within different parts of the network, and what is their role in the mobilization of resources, activities and business relationships? An historical case study of a network extending to two decades is employed to understand change through the use of contextual logics to access resources or restrict their use. Contextual logics are defined as shared and changing understandings of the means and ends, which are available for individuals to elaborate, along the way to attaining a spe..

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University of Melbourne Researchers