The Role of NGOs in Business-to-Business Markets
2014 (English)Conference paper, Abstract (Refereed)
While the business-to-business markets traditionally put the emphasis on the business actors, this paper is to expand the conceptual boundary of the business-to-business network and include non-governmental organizations (NGOs). A commercial company may be a partner in a network consisting of not only business actors such as customers, sub-contractors, distributors etc., but also of non-business actors such as government bodies, NGOs, local communities and other non-business actors. Therefore the interaction between two business actors differs widely from the interaction between a business actor and a non-business actor, or between two non-business actors. This leads to the different nature of relationships regarding business and non-business actors in a network. We discuss also the infusion of non-business intermediary actors in order to bridge the gap between business and non-business actors. In this paper, we examine the effects of NGOs on the commercial companies’ business network.
Place, publisher, year, edition, pages
2014. 12- p.
Business-to-business markets, Non-business actors, NGOs, Intermediaries
IdentifiersURN: urn:nbn:se:uu:diva-232257OAI: oai:DiVA.org:uu-232257DiVA: diva2:747253
AMS World Marketing Congress, 5-8 August 2014, Lima, Peru