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Entry into turbulent business networks ‐ The case of a Western company on the Estonian market

Entry into turbulent business networks ‐ The case of a Western company on the Estonian market Adopts a holistic network approach to analyse a company's entry into a turbulent market. The entry is examined as a process. The analysis focuses on the temporal context of business interaction; it inspects how the company copes with uncertainty, and proposes that the concept of a focal net be applied for strategic analysis of the context. In the empirical part, the Estonian market exemplifies a turbulent environment, and the entry process of one Western high-technology company is analysed. It is concluded that, while all interaction on any business market involves elements of the historic background as well as the participants' expectations of the future, history now seems to dominate the markets of Eastern Europe. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Entry into turbulent business networks ‐ The case of a Western company on the Estonian market

European Journal of Marketing , Volume 34 (11/12): 17 – Dec 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010348632
Publisher site
See Article on Publisher Site

Abstract

Adopts a holistic network approach to analyse a company's entry into a turbulent market. The entry is examined as a process. The analysis focuses on the temporal context of business interaction; it inspects how the company copes with uncertainty, and proposes that the concept of a focal net be applied for strategic analysis of the context. In the empirical part, the Estonian market exemplifies a turbulent environment, and the entry process of one Western high-technology company is analysed. It is concluded that, while all interaction on any business market involves elements of the historic background as well as the participants' expectations of the future, history now seems to dominate the markets of Eastern Europe.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 2000

Keywords: Market entry; Turbulence; Networks; International business; Estonia

References

  • Strategic networks among small firms: implications for strategy research methodology
    Borch, O.J.; Arthur, M.B.
  • Market exchange, social structures and time
    Easton, G.; Araujo, L.
  • From dyadic change to changing business networks: an analytical framework
    Halinen, A.; Havila, V.; Salmi, A.

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