Morten Høie Abrahamsen

No Business is an Island: Making Sense of the Interactive Business World p. 253-273 Doi: https://doi.org/10.1108/978-1-78714-549-820171014

In this chapter, the authors focus on three challenges related to the attributes of the interactive business world and on the related implications for methodology. The first challenge is how to capture the continuity of business relationships, which implies: (1) Taking a two-sided (bilateral) view when researching business relationships, (2) collecting data on content and consequences of business relationships and (3) developing a research design to capture development over time. The second challenge is how to set boundaries and trace network-like structures, which implies: (1) identifying the relevant relationships that appear to affect each other in a network-like manner, (2) capturing interdependences among relationships (how they affect each other) and (3) researching forces generating network dynamics (how these interdependencies are established and change over time). The third challenge is how to observe and research interaction processes in business relationships, which leave little traces and are difficult to record. This requires the attention on (1) the choice of point(s) of observation, (2) the handling of the subjective understanding of interaction and (3) researching how interaction unfolds. The authors conclude with a discussion on the complexity of handling these challenges, and related methodological choices, when ‘research objects’ are interconnected.

Industrial Marketing Management 59 p. 107-119 Doi: https://doi.org/10.1016/j.indmarman.2016.02.006

Our paper is concerned with how managers understand their surrounding network and what strategic actions they take based on this insight. Recent research in the areas of network management and business relationships shows increasing interest in the interplay between cognition and action, particularly on how managers relate perceptions about their business network (“network picturing”) to decision-making and strategizing activities. In this study, we apply a novel research approach combining process research and action research methodology. Our sample is introduced to business network theories and concepts, and the use and adaptation of these concepts results in managerial options being articulated and applied. Our findings add new insight in the field of network strategy and network picturing. Network picturing represents a way to understand the boundaries of the firm and how this understanding affects managers' decisions. This differs from the fundamental distinction between the external and the internal environments of classical strategy analysis. In terms of network picturing, strategizing is a way to understand the resulting actions or network outcomes that managers see as viable within their surrounding network. We also provide a conceptual process exercise as an example of how this insight can be relevant for managers in their decision-making processes.

The IMP Journal 10(3) p. 464-482 Doi: https://doi.org/10.1108/IMP-11-2015-0061

Purpose This paper introduces a conceptual framework and a methodology for researching business interaction. Design/methodology/approach The paper briefly presents what business interaction is from an IMP perspective. It then discusses some epistemological and methodological challenges that this understanding implies, particularly concerning the time- (when) and space- (where) dimensions of interaction, the unit of analysis when researching interaction (who interacts), how the actors explain or make sense of interaction (why they interact), and the way in which (how) they interact). The paper subsequently introduces a conceptual framework that enables analysing interaction on the principal dimensions of time (past, present and future) and space (actor, dyadic and network level), and the ascription or explanation of these dimensions by the actors involved. Findings This framework is then applied to interview data from an empirical case study that demonstrates its methodological as well as practical application as a research technique. The paper ends with a discussion of how this framework can enhance our understanding of business interaction as researchers. Originality/value The data collection and analysis technique represents a novel way to collect, systematize and analyse qualitative data that hopefully will add to our understanding of business interaction.

The IMP Journal 10(2) p. 195-220 Doi: https://doi.org/10.1108/IMP-09-2015-0052

This paper analyses how different policy perspectives or logics regarding industry organising affect network interaction, with particular focus on how the availability of resources is organised To examine this we compare two cases from the Norwegian seafood industry: In the pelagic industry, the main resource (mackerel) is caught at sea by fishing vessels and trade is restricted by an auction system, whereas in the salmon industry, the main resource (farmed salmon) is an industrial product produced at fish farms and there are no such restrictions. Our results indicate that conditions under which resources are available to a network have strong effects on connected relationships: In the pelagic industry, interaction in the network becomes supplier-directed in an attempt to reduce the uncertainty created by unstable and restricted availability of resources, whereas in the salmon industry the interaction becomes customer-directed as resource availability is stable and predictable. Here the actors can broaden the scope of interaction and they can direct their efforts to solve their customers’ problems, whereas this is difficult in the pelagic industry. We conclude that policy considerations play a major role in these effects. If the resource (fish) is seen as a commodity and the interaction is seen as a market mechanism, the policies designed to facilitate the exchange of resources will be beneficial for the actors directly involved, but may have unintended negative consequences for indirect relationships. For policy makers this implies that whenever developing an industrial policy there are strong reasons to look beyond the single transaction in order to create policies that are effective and/or beneficial for all involved and connected parties.

The IMP Journal 9(1) p. 5-25 Doi: https://doi.org/10.1108/IMP-01-2015-0001

Purpose – The purpose of this paper is to study the phenomenon of customer-supplier interaction and integration from a resource perspective. In economic terms, a fish may be seen as a more or less homogeneous resource. If the herring is seen as a homogeneous resource, a market should be the best way to handle the selling and buying. However, if the herring is seen as a heterogeneous resource, a more extensive type of interaction is needed. One interesting aspect with herring is that different business actors apparently see this resource in different ways. Thus, the authors will have a mixed situation, creating possible difficulties for the actors involved. Design/methodology/approach – The authors start this study in Germany, one of the most important export markets for Norwegian herring. Today, Norwegian legislation hinders the possibility of vertical integration and cooperation at the supply side of the network. However, the industry sees opportunities for growth and integration on the marketing side. To examine this issue, the study uses a qualitative design methodology, incorporating personal in-depth interviews with selected respondents in Norway and Germany. Secondary data is also used. To analyse the data, the authors introduce five interaction and integration patterns termed pure exchange – no integration; limited interaction and integration; extensive interaction and developed integration and; indirect interaction and structural integration; and full integration. Findings – The findings suggest that there is a link between how the actors perceive herring as a resource and how they interact with counterparts. The authors find that the actors who see the resource as homogeneous have limited interaction and little or no integration, whereas the actors who see the resource as heterogeneous have a much more extensive interaction and closer ties. Originality/value – The paper is an investigation of the link between the resource heterogeneity and the patterns of customer-supplier integration. Keywords Resources, Norway, Fish, Heterogeneity, Interaction, Exports

Industrial Marketing Management 49 p. 4-14 Doi: https://doi.org/10.1016/j.indmarman.2015.05.032

The purpose of this paper is to look at how relationships between buyers and sellers are affected when on the supply side the most important resource is available only through a trading system created from a market perspective, whereas on the customer side the interaction resembles a network where relationships are long-term and complex. The empirical setting of the study is the pelagic industry, where this situation represents a challenge for the Norwegian herring exporters as they try to bridge these two types of interactions. In this industry, the purchasing of the herring is subject to a blind auction by law. At the same time, Norwegian exporters have customers in European seafood markets characterised by long-term relationships and close cooperation between importers, processors, producers and retailers. To analyse this situation, the study applies a qualitative research design including personal interviews with selected respondents in Norway and the three largest Norwegian herring export markets: Germany, Poland and Russia. The authors find that the interaction in these particular supplier–customer relationships is not extended to its full potential. It seems that the market-type transactions create “spillover-effects” to the other relationships, meaning that it is difficult to maintain high-involvement relationships when interaction in connected relationships is limited. Keywords Markets; Networks; Business relationships; Interaction

Økonomisk fiskeriforskning: Ledelse, marked, økonomi 23(1) p. 28-36

Magma forskning og viten 16(4) p. 22-28

I denne artikkelen skal vi se nærmere på relasjoner i industrielle nettverk. Vi skal vise hvordan økt forståelse for bedrifters relasjoner til kunder, leverandører og samarbeidspartnere kan hjelpe bedrifter til å ta bedre strategiske beslutninger. Vi skal se at bedriftens oppfatning av sin posisjon i nettverket, dvs. dens nettverksbilde, spiller en viktig rolle i dette arbeidet. På slutten av artikkelen introduseres et strategisk rammeverk som kan brukes til å gi bedre innsikt. Til å underbygge dette skal vi bruke empiriske data fra en studie av norske lakseeksportørers forsøk på å endre det japanske distribusjonsnettverket for sjømat.

Industrial Marketing Management 41(2) p. 259-269 Doi: https://doi.org/10.1016/j.indmarman.2012.01.008

This article explores network dynamics by analyzing how actors make sense of time and space in business networks, and how they act based on these perceptions. The time dimension is understood here as actors’ perceptions of past, present and future changes in their network. The space dimension is understood, first, in terms of the network position a company holds in relation to its business partners, and secondly, in terms of the network role it enacts. As such, this study relates three pivotal concepts in industrial marketing: network change, network position, and network role. The link between these three relates to the interdependencies within a network, in that if one company attempts to change its position, this will in turn affect the position of other companies. Moreover, actors’ attempts to change their position or role in the network are directed by their subjective sensemaking or perceptions of their surrounding network. In this article we posit that in order to understand network dynamics we must analyze how actors attempt to affect change based on their perceptions of their positions and roles in their network environment. Our analysis suggests that although there are similarities between perceptions by actors holding similar positions in the network, such network positions alone cannot explain their actions. Rather, differences in actors’ interpretations and enactments of their network role are necessary to explain their networking activities. We use an extensive case study of the changing distribution structure for seafood in Norway and Japan to exemplify these points.

Industrial Marketing Management 41(6) p. 1035-1046 Doi: https://doi.org/10.1016/j.indmarman.2012.02.001

The issue of how different actors in a network understand changes to their industry remains an under-researched but crucially important area. According to the industrial network approach, companies interact according to their perceptions of the relevant network environment and their subjective sense-making of the network logic and exchange mechanisms relating to the activities, resources, and actor bonds. Using a case study of the Norwegian/Japanese seafood distribution system, we propose a methodology that allows us to better understand these perceptions. We develop an analytical method based on ‘dottograms’ which facilitates a more detailed understanding of change within networks. In particular, we show how the dimensions of time (past, present and future changes) and space (change at actor, dyad or network level) can be better understood, and also how the method facilitates our understanding by ascribing reasons for the change. As such, we provide a methodological contribution to research on business networks and change.

The IMP Journal 6(3) p. 194-209

Interfirm Networks: Theory, Strategy, and Behavior p. 1-199 Doi: https://doi.org/10.1108/s1069-0964(2011)0000017005

The study here examines how business actors adapt to changes in networks by analyzing their perceptions or their network pictures. The study is exploratory or iterative in the sense that revisions occur to the research question, method, theory, and context as an integral part of the research process. Changes within networks receive less research attention, although considerable research exists on explaining business network structures in different research traditions. This study analyzes changes in networks in terms of the industrial network approach. This approach sees networks as connected relationships between actors, where interdependent companies interact based on their sensemaking of their relevant network environment. The study develops a concept of network change as well as an operationalization for comparing perceptions of change, where the study introduces a template model of dottograms to systematically analyze differences in perceptions. The study then applies the model to analyze findings from a case study of Norwegian/Japanese seafood distribution, and the chapter provides a rich description of a complex system facing considerable pressure to change. In-depth personal interviews and cognitive mapping techniques are the main research tools applied, in addition to tracer studies and personal observation. The dottogram method represents a valuable contribution to case study research as it enables systematic within-case and across-case analyses. A further theoretical contribution of the study is the suggestion that network change is about actors seeking to change their network position to gain access to resources. Thereby, the study also implies a close relationship between the concepts network position and the network change that has not been discussed within the network approach in great detail. Another major contribution of the study is the analysis of the role that network pictures play in actors' efforts to change their network position. The study develops seven propositions in an attempt to describe the role of network pictures in network change. So far, the relevant literature discusses network pictures mainly as a theoretical concept. Finally, the chapter concludes with important implications for management practice.

The IMP Journal 5(2) p. 122-139

How should a network be organised? In what direction should it change? In networks actors have distinct network positions which are defined by their connected relationships. If an actor wants to change this network position by altering his connected relationships or respond to the actions of others, he will most likely face differing and perhaps conflicting views and ideas about how the network should be organised. This “battle of ideas” will arguably have an effect on the resulting network reconfiguration. To understand network dynamics we therefore need to understand how interaction reflects the actors’ perceptions, ideas and knowledge of their network. This interplay between ideas and action is the focal point of this paper. After expanding on a theoretical framework provided by Håkansson and Waluszewski (2002) which highlights this interplay, we apply it to an empirical study of the Japanese distribution networks of Norwegian fresh salmon. Here, traditional fish distribution is undergoing increasing pressure to change by actors questioning its efficiency.

The Psychologist 5(5) p. 205-207

Despite difficulties in comparing results from different researchers in different countries it would seem that patterns of selection in Western Europe and Israel are very similar with the main exceptions of the greater use of graphology in France and the greater use of references in the UK. It would seem that the frequency of use of selection methods is not strongly related to their validity or the time they require from either candidates or selectors. It would seem that selection devices are used because they are non-technical and because they are not new.