Relationship Strength and Network Form: An Agent-Based Simulation of Interaction in a Business Network
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 22, Heft 1, S. 15-27
ISSN: 1839-3349
Given an international business network with the same focal resource, the same source and markets, but exhibiting two different inter-related sub-networks with different internal organization, we study how these network forms affects interactions. The purpose is to compare and explain differences between the two network forms and the effects this have on dyadic international relationship development using a qualitative experimental methodology involving computerized simulations. We simulate various changes in quality variation of the focal resource as well as changing demand preferences of buyers to investigate the impact on relationship strength. From this we develop three scenarios.