Elucidating Elusive
Ensembles: The Strategic Value of Informal Internet Networks.
Van Der Merwe, Rian 1
Pitt, Leyland 2
Berthon, Pierre 3
European Management Journal; Feb2004, Vol. 22 Issue 1, p12-26
Abstract:
For many years, sociologists have conceptualized and debated the value of ‘social capital’: the resources embedded in an individual’s social network. More recently, the notions of network organizations and strategic alliances have become important forms of entrepreneurial venture. An important and often overlooked form of alliance on the Internet is what we call the ‘elusive ensemble’. These associations of individuals and organizations are typically undocumented, difficult to identify by third parties, and even pass unrecognized by their constituent members. They consist of informal Internet networks that are extremely valuable because of the strategic social capital embedded in them. Drawing on Social Network Theory, this paper outlines a methodology for viewing and valuing informal Internet networks, and in doing so offers guidance on improving the strategic efficacy of these elusive ensembles
1 Curtin University of Technology,
2
3 Bentley College,