Global networks are altering markets and the nature of companies.
American management thinker C. K. Prahalad, talks of "co-evolving" in a world in which the firm is a node within a network, and markets are as much about systems of co-creation as competition. Swedish management writer Jonas Ridderstralle writes of "organisational tribes".
American management academic Thomas B. Lawrence says companies must manage a portfolio of connections: "In addition to traditional types of connections, such as those facilitated by social relationships, companies now have a new option, 'virtually embedded ties', which are initiated and maintained through electronic technologies."
American academic Thomas Davenport speculates that as processes become more standardised around the world, competitive differentiation will come more from governance than cost efficiencies in the supply chains.
These thinkers are all looking for a way to describe how the emerging global networks are disaggregating and fragmenting markets and the competitive terrain. Increasingly, the management imperative is to manage networks well, which in turn requires governance, however informal.
Reported in BRW, 18 August 2005.