Co-market Orientation in Networks: Evidence from the Tourism Industry

Abstract

Of particular interest in this research is, firstly, the investigation of how specialized actors in co-producing networks coordinate with the purpose to perform a co-market orientation, and, secondly, whether co-market orientation among the actors affects the products offered in such networks. The use of collective action to explain co-market orientation enables us to grasp the problem through using a well-established theory to explain the questions in focus. Further, to investigate factors affecting collective failure, theories regarding contractual arrangement and theories within sociological economy, hereof social capital, are discussed. Finally, theory regarding specific investments, such as creation of public good, and the concept of customer value, is included.