The anthropology of interorganizational networks in marketing

This article develops a conceptualization of marketing as interorganizational relations by merging the research traditions of marketing networks and corporate cultures. The notion of marketing as relational networks has remerged from contemporary institutionalism and contains interaction episodes and network structure as key elements. Central dimensions of the corporate cultures conceptualization are shared goals and values, shared cognitions, and shared meanings. The new, comprehensive view of marketing networks may be used to facilitate adaptive planning as well as strategic management in interorganizational networks. Research implications include application of semiotic analysis and more use of longitudinal studies and participant observation.