Publication Type
Journal Article
Version
publishedVersion
Publication Date
1-2003
Abstract
The last decade has witnessed a shift from a focus on the value created by a single firm and product to an examination of the value created by networks of firms (or product ecosystems) in which assets are comingled with external entities. The authors examine these market-based assets in the context of network markets and propose an Integrated Networks model in which three types of networks—user, complements, and producer—add value or enhance the attractiveness of the associated focal product. The authors empirically test the proposed model by surveying information technology professionals on their resource allocation decisions regarding the Unix and Windows NT operating systems. The findings suggest that the value added by these three networks is significantly and positively associated with resources allocated by business customers to competing products. The results also show that the three networks mediate the relationship between stand-alone product performance and resource allocation.
Keywords
resource allocation, network markets, integrated networks model, product performance, information technology
Discipline
Business | Business Administration, Management, and Operations
Research Areas
Strategy and Organisation
Publication
Journal of Marketing
Volume
67
Issue
1
First Page
29
Last Page
45
ISSN
0022-2429
Identifier
10.1509/jmkg.67.1.29.18586
Publisher
AMA
Citation
Frels, Judy K., Tasadduq Shervani, and Rajendra K. Srivastava. 2003. The Integrated Networks Model: Explaining Resource Allocations in Network Markets. Journal of Marketing 67 (1): 29-45.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1509/jmkg.67.1.29.18586