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
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Date
2009
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Massey University
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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.
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Keywords
Networking, Organisational behaviour, Sport sector, New Zealand