Social network analysis of marketing intermediaries -an empirical study

摘要

Supply chain as is understood is not a liner chain. It, in reality, consists of many interlinked ties that actually form a network. With the availability of advanced tools like the SNA, it is more appropriate to use them to better understand the marketing intermediaries. The advancement in the SNA methodologies have still not been exploited completely for use by managers and SCM users. This paper tries to analyse a channel network using SNA techniques, with special use of simple yet robust software - UCINET. The various network parameters have been estimated and analysed and given in a managerial perspective for use by managers of today.