Strategizing processes in business network development: conceptualising roles and positions

Abstract

The paper focuses on the research gap prevailing in the ongoing research on business dynamics and change processes. We discuss the meaning of roles and positions as means of strategizing in business networks, not only as a tool for analyzing and understanding change in such a context. Three theoretical areas are aligned in order to shed light on how business actors can address their strategic positioning and role in networks. In this vein we propose three processes, which influence strategizing through role and position, namely (i) institutionalization, (ii) sensemaking and (iii) interaction. Changing the role(s) and/or the position of a firm forms a way to strategize and handle relationships within a business network from a strategy-as-practice perspective. Influencing role and position is an important tool for an actor who aims at coping with change in a business network. The conceptual paper contributes to current knowledge by identifying and discussing key processes in strategizing that shape an actor’s role and position.

Key words: sensemaking, institutionalization, interaction, business network, strategizing