Purpose – The purpose of this paper is to extend existing theories of b2b networks over non‐profit networks. Design/methodology/approach – The paper sheds light on the network organisational forms recently implanted in the academic community. the analytic induction method is used to extend...

Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous...

In this paper the transformation of the vertically integrated firm is analyzed on the example of the externalization process. This process allows building network structures by utilizing units placed outside the corporate boundaries, supporting, therefore, the firm’s functions. Derived...

Purpose – The purpose of this paper is to construct a system of indicators that will allow firms to evaluate the long‐term results of their marketing activities along the value chain. Design/methodology/approach – The paper integrates the concepts of network relationships, value chain...