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The influence of individual and firm level social capital of marketing managers in a firm's global network

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  • Griffith, David A.
  • Harvey, Michael G.

Abstract

Firm success is dependent, to a degree, on a marketing manager's ability to develop social capital within the firm's global network. A model is developed employing individual social capital (both internal and external) as the foundation for three types of firm level social capital (i.e., customer, business partner and governing agency) resident in a firm's global network. It is theorized that customer, business partner and governing agency social capital provide a basis for enhancing customer value delivery and thus firm performance. Specific marketing management strategies necessary for the development of each type of firm level social capital, as well as the benefits derived from each type of social capital are presented. This analysis raises a number of previously unexplored research issues concerning the nature and scope of social capital in a firm's global network and how social capital can be employed in a global marketplace.

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  • Griffith, David A. & Harvey, Michael G., 2004. "The influence of individual and firm level social capital of marketing managers in a firm's global network," Journal of World Business, Elsevier, vol. 39(3), pages 244-254, August.
    • Handle: RePEc:eee:worbus:v:39:y:2004:i:3:p:244-254
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    2. Analia, Devi & Syaukat, Yusman & Fauzi, Akhmad & Rustiadi, Ernan, 2020. "The Impact of Social Capital on the Performance of Small Micro Enterprises," Jurnal Ekonomi Malaysia, Faculty of Economics and Business, Universiti Kebangsaan Malaysia, vol. 54(1), pages 81-96.
    3. Spralls, Samuel A. & Hunt, Shelby D. & Wilcox, James B., 2011. "Extranet Use and Building Relationship Capital in Interfirm Distribution Networks: The Role of Extranet Capability," Journal of Retailing, Elsevier, vol. 87(1), pages 59-74.
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    10. Ilya R. P. Cuypers & Gokhan Ertug & John Cantwell & Akbar Zaheer & Martin Kilduff, 2020. "Making connections: Social networks in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(5), pages 714-736, July.
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    12. Ilya R. P. Cuypers & Gokhan Ertug & John Cantwell & Akbar Zaheer & Martin Kilduff, 0. "Making connections: Social networks in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-23.
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