Long-term intended and unintended effects of interaction in networks

Publication Type:
Conference Proceeding
Conference Papers in Marketing, 2016
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Poznan 2016 Biggeman Toth & Williams-3.docxAccepted Manuscript version85.51 kB
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The accumulated effects of interaction where parties engage in exchange and interpretation of acts explain the development of the relationship between organisations. The effects of such interaction are in general observable within the dyad, however, in the extended network they are more complicated and sometimes impossible to observe beyond the dyad. This research studies the effects of interaction both within the dyad and within the extended network, drawing on single case study of traveling exhibitions organised by Te Papa Museum in New Zealand and touring for the last eight years through a number of museums in USA and Canada. We find that in the context of exchanging less tangible offerings, the parties require lower levels of trust between one another to assume risks to engage in interaction. Such interaction, instead, increases the sense of obligation to reciprocate that results in demonstrations of commitment that over time appear to spill over other parties in the extended network. These parties follow a demonstration of commitment towards the organisation, making observable the effects of interaction in networks.
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