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The network orchestrator as steward : Strengthening norms as an orchestration practice

Author

Listed:
  • Elsa Dessaigne

    (EM - EMLyon Business School, UJML - Université Jean Moulin - Lyon 3 - Université de Lyon)

  • Catherine Pardo

    (EM - EMLyon Business School)

Abstract

B2B literature widely agrees that value is co-created through network dynamics. The Network Orchestration concept draws our attention to practices that allow the assembling and management of a network for value creation and value capture. Among these orchestration practices, some aim at bringing actors together, while others seek to align the behaviours of different actors. Yet, to date, the literature has paid limited attention to this specific subset of orchestration activities. This study proposes to look at those precise activities that seek to strengthen common norms between business actors. Our work draws on an in-depth abductive study based on 54 interviews with different actors of a distribution network. First, the findings reveal the existence of four common norms among the network actors. Second, they illustrate the specific roles played by distributors regarding the strengthening of those common norms. We propose the term ‘stewardship' to encapsulate these specific network dynamics.

Suggested Citation

  • Elsa Dessaigne & Catherine Pardo, 2020. "The network orchestrator as steward : Strengthening norms as an orchestration practice," Post-Print hal-03188196, HAL.
    • Handle: RePEc:hal:journl:hal-03188196
    DOI: 10.1016/j.indmarman.2020.09.007
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    Citations

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    Cited by:

    1. Berenguer-Contri, Gloria & Gil-Saura, Irene & Gil, Roberto & Vallejo-Auñón, Luisa & Juma‐Michilena, Israel‐Javier, 2024. "ICT and value co-creation in B2B: the new way of loyalty in service," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    2. Wegner, Douglas & Hölsgens, Rick & Bitencourt, Claudia Cristina, 2023. "Orchestrating collaborative networks for social innovation: Orchestrators' roles in socially innovative initiatives," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    3. Hadjielias, Elias & Christofi, Michael & Vrontis, Demetris & Khan, Huda, 2022. "Social impact through family firms’ interorganizational relationships within a community and a cooperative: An embedded view of stewardship," Journal of Business Research, Elsevier, vol. 139(C), pages 584-601.
    4. Hurmelinna-Laukkanen, Pia & Möller, Kristian & Nätti, Satu, 2022. "Orchestrating innovation networks: Alignment and orchestration profile approach," Journal of Business Research, Elsevier, vol. 140(C), pages 170-188.
    5. Siemieniako, Dariusz & Kubacki, Krzysztof & Mitręga, Maciej, 2021. "Inter-organisational relationships for social impact: A systematic literature review," Journal of Business Research, Elsevier, vol. 132(C), pages 453-469.
    6. Clauss, Thomas & Ritala, Paavo, 2023. "Network governance institutionalization: Creating mutual value by harnessing and avoiding conflicts in interorganizational networks," Journal of Business Research, Elsevier, vol. 163(C).

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