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The influence of individual and firm level social capital of marketing managers in a firm's global network

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  • Griffith, David A.
  • Harvey, Michael G.

Abstract

Firm success is dependent, to a degree, on a marketing manager's ability to develop social capital within the firm's global network. A model is developed employing individual social capital (both internal and external) as the foundation for three types of firm level social capital (i.e., customer, business partner and governing agency) resident in a firm's global network. It is theorized that customer, business partner and governing agency social capital provide a basis for enhancing customer value delivery and thus firm performance. Specific marketing management strategies necessary for the development of each type of firm level social capital, as well as the benefits derived from each type of social capital are presented. This analysis raises a number of previously unexplored research issues concerning the nature and scope of social capital in a firm's global network and how social capital can be employed in a global marketplace.

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  • Griffith, David A. & Harvey, Michael G., 2004. "The influence of individual and firm level social capital of marketing managers in a firm's global network," Journal of World Business, Elsevier, vol. 39(3), pages 244-254, August.
    • Handle: RePEc:eee:worbus:v:39:y:2004:i:3:p:244-254
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    2. Nishant Kumar, 2012. "The resource dynamics of early internationalising Indian IT firms," Journal of International Entrepreneurship, Springer, vol. 10(3), pages 255-278, September.
    3. Andrey Mikhailitchenko & Sanjay Varshney, 2016. "SME Internationalization in Emerging Markets: Symbiotic vs. Commensal Pathways," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(3), pages 4-19.
    4. Dariusz Klimek, 2020. "Sustainable Enterprise Capital Management," Economies, MDPI, vol. 8(1), pages 1-10, February.
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    6. Tsai, Ming-Tien & Huang, Yen-Chih & Ma, Rong, 2009. "Antecedents and consequences of global responsiveness: An empirical examination of MNCs in the global sourcing context," International Business Review, Elsevier, vol. 18(6), pages 617-629, December.
    7. Kyj, Myroslaw J. & Kyj, Larissa, 2009. "An institution-stakeholder framework for examining business relationship dynamics in a transforming Eastern Europe," Journal of World Business, Elsevier, vol. 44(3), pages 300-310, July.
    8. Analia, Devi & Syaukat, Yusman & Fauzi, Akhmad & Rustiadi, Ernan, 2020. "The Impact of Social Capital on the Performance of Small Micro Enterprises," Jurnal Ekonomi Malaysia, Faculty of Economics and Business, Universiti Kebangsaan Malaysia, vol. 54(1), pages 81-96.
    9. Chang, Kuo-Hsiung & Gotcher, Donald F., 2007. "Safeguarding investments and creation of transaction value in asymmetric international subcontracting relationships: The role of relationship learning and relational capital," Journal of World Business, Elsevier, vol. 42(4), pages 477-488, December.
    10. Johan Krisnanto Runtuk & Poh Kiat Ng & Shih Yin Ooi & Remigius Purwanto & Arief Suardi Nur Chairat & Yu Jin Ng, 2023. "Sustainable Growth for Small and Medium-Sized Enterprises: Interpretive Structural Modeling Approach," Sustainability, MDPI, vol. 15(5), pages 1-12, March.
    11. Kostova, Tatiana & Marano, Valentina & Tallman, Stephen, 2016. "Headquarters–subsidiary relationships in MNCs: Fifty years of evolving research," Journal of World Business, Elsevier, vol. 51(1), pages 176-184.
    12. Ilya R. P. Cuypers & Gokhan Ertug & John Cantwell & Akbar Zaheer & Martin Kilduff, 2020. "Making connections: Social networks in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(5), pages 714-736, July.
    13. Ilya R. P. Cuypers & Gokhan Ertug & John Cantwell & Akbar Zaheer & Martin Kilduff, 0. "Making connections: Social networks in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-23.
    14. Harvey, Michael & Griffith, David & Kiessling, Tim & Moeller, Miriam, 2011. "A multi-level model of global decision-making: Developing a composite global frame-of-reference," Journal of World Business, Elsevier, vol. 46(2), pages 177-184, April.

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