*****  To join INSNA, visit  *****

1st European Conference on Social Networks - Barcelona (UAB) - July 1-4, 2014

Business, market, customers
Gabriel Pérez (University ETAC CEDE Roma, Mexico)
Social network analysis has been used to understand how business 
relations evolve and how corporate and individual customers behave. The 
first aim of this session is to discuss the networked, multilevel and 
multilayered relationships of interfirm relationships. In 
simplified form, interfirm relationships can be represented as dyadic 
interactions between two corporate actors: the supplier firm and the 
customer firm, but when reviewing in detail they are embedded in larger 
network structures, with other customers, competitors, providers, and 
customers of customers, among others. Whether for example trust develops in a dyadic relationship depends also on surrounding relationships. 
Also, ties among corporate actors can be disaggregated to relations 
between the company and its employees, between the employees and the 
employees of the client, and last between the employees of the client 
and the client company. These internal networks help explain corporate 
relationships. Additionally, it is helpful to review in more detail the 
multilayered and dynamic nature of interfirm relations.
Second, presentations may focus on explaining the behaviors of individual customers in the context of larger communities. Again, it is assumed that 
behaviors of individual customers do not occur in isolation, but that 
they are influenced by others. In this sense, SNA is a fruitful tool for for developing better marketing strategies (such as viral marketing), 
for predicting trends, or for identifying new business opportunities. 
The study of such relationships allows a clearer vision about sales and personal selling.

MEDE Gabriel Pérez Guzmán CTLHE

SOCNET is a service of INSNA, the professional association for social
network researchers ( To unsubscribe, send
an email message to [log in to unmask] containing the line
UNSUBSCRIBE SOCNET in the body of the message.