Network pictures: concepts and representations

TLDR

Network pictures, managers’ subjective mental representations of their business environment, have attracted growing interest in B2B marketing but remain poorly conceptualised, prompting a need to clarify their underlying dimensions. This paper seeks to rigorously conceptualise the underlying dimensions of network pictures. Drawing on an extensive review, the authors propose and preliminarily test a parsimonious set of interrelated dimensions for network pictures. The proposed model shows face validity, yet managers use its dimensions selectively based on what they wish to represent, and the study develops and tests a parsimonious set of dimensions while outlining implications and future research.

Abstract

Purpose There has recently been an increase in interest in the notion of “network pictures” amongst researchers in the field of business‐to‐business marketing. Network pictures are managers' subjective mental representations of their relevant business environment. They are posited to work as “sense‐making” devices, and consequently shape managerial decisions, actions, and evaluations. However, while interest in this concept has been reported in a range of literature that is here identified and discussed, there has been no attempt to rigorously conceptualise the underlying dimensions of such pictures. This paper aims to address this issue. Design/methodology/approach Based on an extensive review of previous work, this study proposes a parsimonious set of interrelated dimensions, and initially tests this approach. Findings This article shows the model's face validity, but also argues that not all dimensions are perceived as being equally useful: utilisation of the different dimensions is determined more by what it is that managers wish to represent. Research limitations/implications The implications of the concept of network pictures, as well as further research propositions, are discussed. Originality/value As researchers develop their interest in network pictures, so one needs to develop one's understanding of what their underlying dimensions are. A parsimonious set of such dimensions is developed and tested.