Networks and marketing in small professional service businesses

What is it about?

This paper aims to explore networks in relation to small professional service businesses. Both the structural and relational components of networks are considered to better understand what networks are and how they operate. The paper investigates the link between networks and marketing and discusses the extent to which small professional service businesses use their networks for marketing activities.

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Why is it important?

The study finds that small professional service businesses lack the business/marketing language to articulate their approaches and values. They are increasingly relying on collaboration to deliver changing services. Findings show that “core groups” are highly significant in the structure of their networks. Furthermore, while most connections are work-related, networks are not strategically motivated. Linkages are strong and motivations to network and networking activities are both short and long term. Generating work and developing lasting collaborative relationships is based on similar values and interests.

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