Quality Meets Structure: Generalized Reciprocity and Firm-Level Advantage in Strategic Networks

In this paper we extend previous research by combining network structural and network process approaches. Specifically, in a six-year, three-wave study of 41 firms in two strategic networks, we found that the interaction between generalized reciprocity among a focal firm's partners and network tie intensity and betweenness centrality improved firm performance. No influences were observed for the interaction involving degree centrality and generalized reciprocity. Our research suggests that managers in strategic networks may need to consider the balance between relationship-extensive and relationship-intensive strategies. Copyright (c) 2010 Blackwell Publishing Ltd and Society for the Advancement of Management Studies.