Structural Leverage in Marketing

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Abstract
The concept of networks is no stranger to the field of marketing. There is much emphasis on the quality of supplier and customer relationships as a means for improving marketing and sales positions vis à vis the competition. But the premise of much of this thinking is that one only has to pay attention to one's own relationships (to customers, suppliers, sources of capital, and so on). What the field of social networks can bring to this idea is the importance of looking at the entire constellation of relations in a system (see Galaskiewicz, Chapter 3, this volume). Thus, it is not sufficient to say that you have established quality relations with each one of your suppliers and ...

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