Networking for gold : a multi-level analysis to explain network organising dynamics : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany Campus, New Zealand

Abstract

The primary aim of this research is to understand how the multiple levels within networks influence the organising dynamics in an intentionally formed network through the measurement of tie strength. This is a significant contribution because previous research is based on network studies in which only one level is considered, most of the research is conceptually undeveloped in the area. The research also addresses the measurement of the strength of relationships rather than just their existence or non-existence. Furthermore, this study examines intentionally created networks – an area where there is currently very little research. Thus the study is significant because the new data contributes to the marketing research environment and can be presented to examine findings in other research contexts, including the social policy and not-for-profit sectors. To address the aim and context of the study it was necessary to understand a national programme which had global objectives. The research involved a multi-method approach that utilised a single case-study strategy with multiple embedded cases consisting of three interdependent, intentionally formed networks, each with a central broker, in the elite and high-performance sport sector in New Zealand. The overall contributions of the research were: (1) The identification of a new network type, termed here as a structured network. (2) The finding that networks that are intentionally created and managed can be durable and effective, and this is dependent on the role of the central broker. This finding has obvious implications for practitioners involved in such networks and for governments that are interested in creating them. (3) The finding that cross-level pressures influence network effectiveness. (4) The finding that relationships developed at the pre-network formation stage contribute to network effectiveness. (5) And finally, the identification of a new stage of intentional network formation. This stage was taken by the New Zealand government issuing a tender in order to gauge the level of interest and the resources available to provide a network of services before establishing it.