Mapping alternatives: A commentary on Cova, B. et al. (2010). 鈥楴avigating between dyads and networks鈥?/span>

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• 作者：Sid Lowe^a ; ¹ ; ^{s.lowe@kingston.ac.uk} ; Nick Ellis^b ; ² ; ^{n.t.ellis@durham.ac.uk} ; Sharon Purchase^c ; ³ ; ^{sharon.purchase@uwa.edu.au} ; Michel Rod^d ; ⁴ ; ^{michel_rod@carleton.ca} ; Ki-Soon Hwang^a ; ^{k.hwang@kingston.ac.uk}
• 关键词：Map metaphor ; Dead mapping vs. second-order mapping ; Industrial networks ; Sensemaking
• 刊名：Industrial Marketing Management
• 出版年：2012
• 期刊代码：16_00198501
• 类别：bus
• 出版时间：February, 2012
• 卷：41
• 期：2
• 页码：357-364
• 文件大小：236 K

摘要

In this paper, we explore the mapping metaphor in its various guises within B2B marketing and, particularly, IMP research. We explore these multiple mapping techniques in terms of different mapping styles that point to different types of research journey, different sights along the way and different destinations. We critically appraise 鈥榙ead mapping鈥?approaches, which we see as a persistent cause of getting lost and advocate 鈥榮econd order鈥?mapping as a more suitable alternative. We focus our critique upon Cova, Pr茅vot, and Spencer (2010)'s paper 鈥楴avigating between dyads and networks鈥?