Merchandising/Marketing/Retailing: Branding

Exploring small businesses' perceived importance, benefits and challenges of B2B networking

Authors: Hyejeong Kim (California State University, Long Beach) , Sang-Eun Byun (Auburn University) , Siyuan Han (Auburn University) , Carol Centrallo (Auburn University)

Abstract

According to the networking theory, a firm’s decision to enter, remain in, or withdraw from a network depends on the network’s perceived benefits to the firm. Therefore, it is important for small businesses to assess the benefits of a network (Havnes & Senneseth, 2001). To understand small businesses’ perceived importance and benefits of B2B networking and explore their perceived obstacles, this study asked the following questions: (RQ1) How do small business owners/managers perceive the importance of networking with other small businesses? (RQ2) What benefits of networking through SNSs (social network sites) are perceived by small business owners/managers? (RQ3) What challenges of networking through SNSs are perceived by small business owners/managers?

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How to Cite: Kim, H. , Byun, S. , Han, S. & Centrallo, C. (2015) “Exploring small businesses' perceived importance, benefits and challenges of B2B networking”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).