The influence of individual and firm level social capital of marketing managers in a firm's global network

Griffith, David A.; Harvey, Michael G.
August 2004
Journal of World Business;Aug2004, Vol. 39 Issue 3, p244
Academic Journal
Firm success is dependent, to a degree, on a marketing manager's ability to develop social capital within the firm's global network. A model is developed employing individual social capital (both internal and external) as the foundation for three types of firm level social capital (i.e., customer, business partner and governing agency) resident in a firm's global network. It is theorized that customer, business partner and governing agency social capital provide a basis for enhancing customer value delivery and thus firm performance. Specific marketing management strategies necessary for the development of each type of firm level social capital, as well as the benefits derived from each type of social capital are presented. This analysis raises a number of previously unexplored research issues concerning the nature and scope of social capital in a firm's global network and how social capital can be employed in a global marketplace.


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