Network mobilizer

Purpose - The aim of this paper is to identify how companies mobilize other companies in their surrounding network to work within the plans they develop. Design/methodology/approach - A conceptual model is developed and its applicability is illustrated by a case study involving a manufacturer-retailer network within Europe. Findings - The study identifies five different challenges that managers need to consider when attempting to mobilize other actors in their networks: developing network insight; introducing new business propositions; concluding the deal; developing the social contract; and achieving sustained mobilization. Research limitations/implications - Although based on a manufacturer-retailer network, it is believed that the proposed model has far wider managerial implications, achieved through the identification of the different challenges. Practical implications - The model is explained in some depth, and its practical implications explained via the case study. Originality/value - The development of a theoretical model of network mobilization based on a network view of business-to-business relationships.