The Markets-As-Networks Tradition in Sweden
The Markets-As-Networks Tradition in Sweden
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瑞典的市场即网络传统
DOI：
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发表时间：
1994
期刊：
影响因子：
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通讯作者：
L. Mattsson
中科院分区：
文献类型：
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作者：
J. Johanson;L. Mattsson
菲利普·科特勒（Philip Kotler）在对营销科学研究所理事的演讲中说，营销的范式取向从交易转向关系，再转向网络[科特勒1991]。从这个角度来看，值得考虑的是瑞典营销研究人员在过去十年中开发的网络营销方法。这种方法最早出现在1982年瑞典语出版的两本书中[Hagg and Johanson 1982;Hammarkvist，Hakansson，and Mattsson 1982]。两组作者都包括乌普萨拉大学和斯德哥尔摩经济学院的成员。十年后，瑞典的研究人员在市场营销和相关学科的大量研究中采用了网络方法，而且数量越来越多。人们甚至可以谈论研究传统的演变，直接或间接地与国际研究发展有关，但主要仍以瑞典为基础。营销的这一传统在很大程度上早于最近在管理和社会科学研究人员中兴起的网络思维。
Philip Kotler, in a speech to the trustees of the Marketing Science Institute, said that the paradigmatic orientation of marketing moves from transactions to relationships to networks [Kotler 1991]. From this perspective, it is worth considering a network approach to marketing developed by Swedish marketing researchers during the last decade. This approach was first presented in two books published in Swedish in 1982 [Hagg and Johanson 1982;Hammarkvist, Hakansson, and Mattsson 1982]. Both groups of authors included members from Uppsala University and the Stockholm School of Economics. A decade later, Swedish researchers are basing a substantial and growing number of studies in marketing and related subjects on the network approach. One can even talk about the evolution of a research tradition, directly and indirectly linked to international research developments, but still based largely in Sweden. This tradition in marketing predates much of the recent surge in network thinking among management and social science researchers.