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گواهی نمایه سازی مقاله NETWORK PICTURES The Managers’ Subjective Mental Representation of Their Relevant Business Environment.

عنوان مقاله: NETWORK PICTURES The Managers’ Subjective Mental Representation of Their Relevant Business Environment.
شناسه (COI) مقاله: IMMC01_019
منتشر شده در اولین کنفرانس بین المللی مدیریت بازاریابی در سال ۱۳۸۵
مشخصات نویسندگان مقاله:

Pete Naude - Bonyad Org.
Pouria Aminali - Bonyad Org.
Hosein Asgharpour - Bonyad Org.

خلاصه مقاله:
While studies on marketing have largely taken a dyadic approach, which focuses on direct interaction between buyers and seller, network theories pioneeredvalue-chain by the Industrial Marketing and Purchasing (IMP) group have explained the facts in terms of the configuration of relationships in the network. One of the most important tools to study and development of network theory in the field of B-2-B marketing is network pictures or ‘cognitive maps’, which is in fact the managers’ subjective mental representation of their relevant business environment. This research project investigated the relationships between IS staff and other organizational actors in “Bonyad “ organizations. According to the (“Network pictures – A concept of Manager’s Cognitive maps in Networks” by Stephan C.M Hennebreg,Stefanos Mouzas & Pete Naude , 2004. [12] ) we use (Parsimonious set of interrelated dimensions) and ANT methodology these to analyze our network pictures that we obtained by doing researches and interviews with top managers .

کلمات کلیدی:
B-2-B marketing , IMP approach, network pictures , Actor-Network-Theory (ANT)

صفحه اختصاصی مقاله و دریافت فایل کامل: https://www.civilica.com/Paper-IMMC01-IMMC01_019.html