Networking in Marketing and Advertising Companies: A Soft System Methodology Approach

Networking in Marketing and Advertising Companies: A Soft System Methodology Approach

1. Managers are concerned with managing their marketing relationships

2. Marketing Research

   • Focus on relationships include the interaction and network approaches

3. Network Marketing

   • has become a diagnostic tool for examining interactive systems

4. Network

   • types of cooperation and collaboration
     • Vertical Networks
       • established between the players of different stages in terms of technology
     • Horizontal Networks
       • Competitors or suppliers of complementary products.
   • Can create the structures and processes
     • decision-making
     • Integrating members
     • Reducing required time for entering the market
   • Opportunities
     • Interdependence among among various systems
     • Complementary promoted by relationships investment
   • Every cooperative process could have an influence on every other company in the same network
   • Can concludes of with a series of junctions, such as people that have relationships
   • Advantages
     • Balance and extensive basis for relationship network
     • Created repeated transaction
     • Synergistic effect and achieving the results that cannot be realized by business separately
     • Creates jobs
     • Finding access to information and opportunities

5. Hard System Thinking

   • Systems exist and are centered on engineering a solution to an established requirement
   • Problem is well structured and clearly defined
     • algorithms for finding the solution
   • directed towards structured issues and objectives

6. Soft System

   • systems are Ill-structured
   • Have many interacting factors
   • Randomness
   • Evaluating standars
   • Soft System Methodology
     • Method for studying systems with certain features and high intervention by human factos
       • HAS
         • A collection of activities in which people are employed and the relationship between those activities are established purposefully
         • Human Activity System
     • Tool for modeling, learning and meaning development
     • Empowering approach for participants for finding their ways to agree upon the action which they think will "improve" the problem situation
     • Types of Activites
       • 1. understanding a problematic situation
       • 2. Selecting determined models of activities
       • 3. Finding more information about the situation
       • 4. Defining the actions, which make the situation better
     • Stages
       • 1
         • Investigate and define the situation
         • Collect data gives an informal picture of the issue
       • 2
         • Rich picture of the status quo
           • Graphical technique representing the situation
       • 3
         • Describing the suitable and related system
         • Describe how the system is
           • CATOWE
             • Customers
             • Actors
             • Transformation
             • Worldview
             • Owners
             • Environment
             • Shows a mechanism for examining the principal definition and ensuring that the selected terms are as clear as possible
           • Root definition
             • explanation of what systems have to do, who is going to perform it and who in in charge of doing
       • 4
         • Creating a conceptual model
           • Should be validated through comparison with a formal system
             • Components of a system
               • 1.Purpose
               • 2. Performance assessment
               • 3. Process of decision making
               • 4. Interrelated subsystems
               • 5. Interaction with the periphery
               • 6. Physical and human resources
               • 7. Continuity
       • 5
         • Conceptual model will been compared with the real world expressed
           • Create a matrix
             • Does this process have any profits?
       • 6
         • Identify the various possible changes in terms of desirability and possibility
           • These modifications may be those activities in the conceptual model, which do not exist in the real world
       • 7
         • Most favorable and possible changes distinguished at Stage 6 are practiced
         • Recommendations for change will be given