کاربرد تصاویر شبکه برای بررسی تصورات کارکنان یک شرکت از یک رابطه تامین کننده

Network pictures have been perceived as providing a picture of a company's position within a network ([Ford, D., Gadde, L.E., Håkansson, H., and Snehota, I. (2002), “Managing Networks,” IMP Group in Asia, 11th–13th December.]; [Ramos, C., Ford, D. and Naudé, P., (2005), “Developing Network Pictures as a Conceptual Device,” First Annual IMP Journal Seminar.]). This exploratory paper aims to investigate the application of network pictures at the dyadic relationship level. Taking the perspective of employees from a single company, this research examines the perceptions of a specific supplier relationship. The study takes the network pictures of three key individuals and examines the boundaries of their network pictures, their lines of communication, their perceived relationship atmosphere and the impact of environmental factors. Unsurprisingly, the boundaries of each network picture, the frequency of communication and perceptions of the relationship atmosphere varied systematically with their managerial level and function. In this regard, the findings suggest that network pictures may act as a useful sense-making tool for developing and sharing relationship information both internally, between employees and externally, with the supplier. Further research is required in order to confirm whether these findings are applicable to other dyadic relationships and to investigate the implications of network pictures as a tool for managers.

There has recently been increasing academic interest in the concept of network pictures (Ford et al., 2002, Ramos et al., 2005 and Henneberg et al., 2006). The network approach and network pictures evolved out of the interaction approach which concentrated on dyadic episodes between two companies and the development of the relationship between the parties. The network approach evolved to encompass the interactions and relationships between a number of companies. Network pictures are conveyed generally as a tool for making sense of a company's broad network and for use in making strategic decisions (Ford et al., 2002, Ramos et al., 2005 and Henneberg et al., 2006). However, to-date, network pictures have only been applied to the broad network level and not at a relationship level. Applying network pictures to the relationship level would enable researchers to examine various perspectives of dyadic relationships. It would enable the comparison of the perceptions of individuals within one or both companies in the relationship and the dynamics of interaction between them. Various aspects of a specific relationship could be analysed e.g. the flow of operational information or the level of trust. Analyses of individual and multiple network pictures could provide academic insight into companies' management of relationships. The aim of this paper is to utilise the concept of network pictures to focus on a relationship between two companies and examine how individuals within one company perceive the relationship. In particular, it examines the individuals' relationship boundaries, the flows of communication, the individuals' perceptions of the overall relationship atmosphere and the impact of the environment external to the immediate dyadic relationship. This paper begins with a review of the network picture literature and examines the level at which network pictures have been used and the value they offer. A description of the dimensions of network pictures adopted in this research is presented. The findings describe some of the insights obtained through using network pictures as a tool e.g. how network pictures vary with managerial level. Finally, the discussion explores further academic questions arising from the results and the implications of network pictures as a tool for managers.