Every firm faces the challenge of leveraging valuable resources in the form of the intellectual assets, know-how and expertise of itself and others around it. They can only achieve this through interaction with other idiosyncratically capable firms. But through interaction, resources, activities...

Purpose – There has recently been an increase in interest in the notion of “network pictures” amongst researchers in the field of business‐to‐business marketing. Network pictures are managers' subjective mental representations of their relevant business environment. They are posited to...

Purpose – The aim of this paper is to describe and explain how organizations develop and implement marketing action within their surrounding business networks. Design/methodology/approach – The paper is an empirical case study research that covered periods 1993 to 1998 and 2002 to 2003 in...