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Management And Marketing Sciences? Reaction To The Networked World

Author

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  • Percin Batum

    (Anadolu University)

Abstract

The purpose of the exploratory study is to compare the perspectives of management and marketing sciences on networks and reveal out why and how firms become connected and interdependent, and how the relationships affect their ability to compete according to these perspectives. For this purpose, network theory has been taken as a common ground. The management theories which form the network theory and relationship marketing have been discussed. In this paper, the difference between the perception of management and marketing sciences on networks have been expressed in terms of the components of ARA Model. It is possible to notice that some issues have been reverted under different components. This paper aims to put emphasize on that the two arm in arm sciences are in the opposite edges and explain why by presenting the attitude of two different sciences to networks through a model which explains the network theory. It is hoped that this paper helps decision takers to be enlightened if they act as a manager or marketer.

Suggested Citation

  • Percin Batum, 2016. "Management And Marketing Sciences? Reaction To The Networked World," Proceedings of Economics and Finance Conferences 3205699, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:3205699
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    File URL: https://iises.net/proceedings/5th-economics-finance-conference-miami/table-of-content/detail?cid=32&iid=003&rid=5699
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    More about this item

    Keywords

    Relationship marketing; The network approach; ARA model; Interaction approach; Resource dependence theory; Social exchange theory; Institutional theory;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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