Mapping Network Champion Behavior in B2b Electronic Venturing

Posted: 18 Nov 2009

See all articles by Samir Gupta

Samir Gupta

affiliation not provided to SSRN

Jack Cadeaux

affiliation not provided to SSRN

Arch G. Woodside

Boston College - Department of Marketing

Date Written: 2005

Abstract

Little research exists regarding the diffusionof processes associated with business-to-business (B2B) e-markets.Thispaper examines the mapping of participant behavior in the distribution processconnected to B2B e-markets.Background information regarding the behaviorsof startup B2B ventures is presented.The conceptual framework of thetransformation from lead users to network champions is presented, and theinfluence of both direct and indirect relationships involved in these venturesis discussed. This researchutilizes a qualitative, descriptive case study method toexamine the longitudinal process of diffusion.The B2B e-market companystudied was the Australian-based Bizmarket.com, an online marketplace withsmall- and medium-sized businesses.Focusing on the creation processes ofthe new firm and on the role of the participants in the diffusion process, thedata were collected via interviews and semi-structuredquestionnaires.Causal mapping was used to qualitatively code and analyzethe data. Results of the study indicate a direct, positive relationship among thenetwork champion, third party legal consultants, investors, and selected knownsuppliers and buyers.The network champion appears to have an indirectrelationship through contact with the new venture creation champions.(AKP)

Keywords: Bizmarket.com, Champions, Social networks, Diffusion of innovations, Change agents, Interpersonal relations, Startups, Marketing, Electronic commerce, Business-to-business commerce, Business-to-business marketing

Suggested Citation

Gupta, Samir and Cadeaux, Jack and Woodside, Arch G., Mapping Network Champion Behavior in B2b Electronic Venturing (2005). University of Illinois at Urbana-Champaign's Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship, Available at SSRN: https://ssrn.com/abstract=1508279

Samir Gupta

affiliation not provided to SSRN

Jack Cadeaux

affiliation not provided to SSRN

No Address Available

Arch G. Woodside

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

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