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Paper info: Development process of networking between traditional SMEs and marketing agents: a case study from the Japanese blade and edged tools industry

Title


Development process of networking between traditional SMEs and marketing agents: a case study from the Japanese blade and edged tools industry

Authors


Kazutaka Komiya, Woonho Kim, Shuichi Akiyama and Junji Inoguchi

Place of Publication


The paper was published at the 35th IMP-conference in Paris, France in 2019.

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Abstract


Small and medium-sized enterprises (SMEs) with limited resources have a high requirement for marketing collaboration in networks. We examine the development process of traditional SMEs' marketing network comprising traditional SMEs and a marketing agent by using a longitudinal case study from the Japanese blade and edged tools industry. According to the case study, SMEs and a marketing agents network develops through the following process; the beginning stage, the selection stage, and the stable stage. In the beginning stage, some “cues” of trust enable them to interact under low trust conditions.