Demand in many industrial buying situations, e.g. project purchases or procurement related to virtual organizations, is discontinuous. In situations of discontinuity, networks are often more of an ad hos informational and social nature, as strong activity and resource links are not present. Furthermore the governance structure of markets characterized by discontinuous business activities is either that of the "socially constructed market" (Skaates, 2000) or that of the (socially constructed) network (Håkansson and Johanson, 1993). Additionally relationships and actor bonds vary substantially in situations of discontinuity. Therefore an analysis and comparison of relevant concepts that capture the key generative features of actor bonds in both socially constructed networks and socially constructed markets is undertaken. These concepts include the "milieu" of project marketing (Cova et al., 1996) and the institutional concept of the "field". Finally this paper introduces the concept of "social capital" (Bourdieu, 1983) and discusses whether it can be used to conceptualize the dynamic features of actor bonds in situations of discontinuity.
Proceedings of the 16th Annual Imp Conference, 2000
Actor Bonds; Discontinuity; Relationships; IMP; Milieu; Social Capital; Bourdieu; Network; HHÅ forskning