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Paper info: Networked-in; developing a model of network marketing performance

Title


Networked-in; developing a model of network marketing performance

Authors


Roy Broad

Place of Publication


The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.

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Abstract


This paper investigates the relationship between systematic network marketing activity and network marketing performance with the objective of developing and testing a model of network marketing performance. The study of networks and networking within a business to business marketing environment has been popularised by researchers following in the ",networks in markets", tradition within the IMP framework. Networking and the practice of network marketing has grown in popularity with firms seeking to generate business by referral. However, little is known about the association between network marketing activity and networking marketing performance. This study investigates whether firms which implement a systematic approach to network marketing achieve more positive outcomes, such as an increase in business referrals, a higher market share or an increase in profitability, when compared with firms which adopt an ad hoc approach to network marketing. This research identifies and explores a number of factors identified as contributing to the strength of business networking relationships, being the connections between systematic network marketing activity and network marketing performance. Data has been collected from a sample of 5000 firms in the West Midlands region of the UK. A statistical model is being developed to summarise the relationship between the constructs to develop and test a model of network marketing performance.