Title: Social network analysis of marketing intermediaries - an empirical study

Authors: T. Lakshmanasamy; C. Anil

Addresses: Department of Econometrics, University of Madras, Chennai – 600 005, India ' Department of Econometrics, University of Madras, Chennai – 600 005, India; Faculty – Business, Higher Colleges of Technology, P.O. Box 16062, Dubai

Abstract: Supply chain as is understood is not a linear chain. It, in reality, consists of many interlinked ties that actually form a network. With the availability of advanced tools like the SNA, it is more appropriate to use them to better understand the marketing intermediaries. The advancement in the SNA methodologies have still not been exploited completely for use by managers and SCM users. This paper tries to analyse a channel network using SNA techniques, with special use of simple yet robust software - UCINET. The various network parameters have been estimated and analysed and given in a managerial perspective for use by managers of today.

Keywords: SNA; social network analysis; marketing intermediaries; SCM; supply chain management; UCINET; marketing channels; network metrics.

DOI: 10.1504/IJMNE.2015.073908

International Journal of Management and Network Economics, 2015 Vol.3 No.3, pp.181 - 198

Published online: 30 Dec 2015 *

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