Paper info

Market information and the role of networks in international markets

carl arthur solberg

The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.

Market information is a major problem in international markets, particularly for small firmsand newcomers (Seringhaus and Rosson 1990). This paper discusses two main sources ofinternational market information: objective market research and information provided throughnetwork relations. It is posited ? in line with sociological economists (Granovetter 1973 and1985 and Burt 1992) - that this latter source of information in many cases is more reliableand useful than research provided through market research. This stance is howevercontingent on the quality of the network and the skills of the firm in carrying out orcommissioning marketing research. A typology of four different kinds of firms is developedand discussed, based on the two dimensions. The four categories are: the small beginner, theestablished beginner, the network-oriented firm, the international firm.