Engagements from Networks to Eosystems

Abstract

Abstract IntroductionIt is argued that an expanded Social Power theory in conjunction with the extended Marketing Mix can be used to map out a network of actors engaged in various aspects of marketing within and between organisations. Research QuestionsHow does this framework capture key dynamics in relationships between internal and external colleagues and subordinates? How does organisational capability respond to environmental complexity to demonstrate resilience? Research ProcessA heuristic comprised of two rubrics is used to create a model. What emerges is the identification of key value propositions which characterize organizational ecosystems.Results and ImplicationsUnderstanding these connections illustrates how hierarchies of knowledge and power operate with respect to groups in organisational settings.  This will be well received by those who have been trained in the marketing management paradigm as well as those who espouse the newer relational, network, engagement and ecosystems marketing approaches.

Keywords: marketing mix, social power theory, transactional marketing, relationship marketing, engagement ecosystem, internal marketing