How can economic sociology help business relationship management?

Purpose – By analyzing organizations as social actors and business relationships as social relationships, sociology can improve business relationship management. This paper aims to explore the issues involved. Design/methodology/approach – A business relationship is an interactive exchange between two organizations embedded in a network of business connections. The paper reviews theories of social actions and social actors and the concepts of economic field and embeddedness to illustrate some social dimensions of business relationships. Findings – Social action and social actor theories emphasize that co-operation is always encumbered with conflicts, that consciousness about the relationship is fundamental for both strongly and weakly structured actors, and that actors (people involved in a business relationship) always have some freedom of manoeuvre. The concept of economic field underscores the specificity of each business relationship and the critical need for concrete analysis. The concept of embeddedness highlights that no business relationship is possible without personal bonds. Research limitations/implications – These are the first results of a deeper and broader research directed towards a conceptual model of business relationship management. Practical implications – The paper can help managers to analyze more deeply the social dimensions of business relations with both suppliers and buyers. Consciousness, the ongoing presence of conflicts, the unavoidable role of personal bonds, and interactivity are always relevant in business relationship management. Originality/value – The paper integrates sociological and business marketing approaches. It applies essential sociological theories and concepts to business relationship management.

A közgazdaságtan és a szociológia határán - az identitás-gazdaságtan által felvetett elméleti kérdések (On the borders of economics and sociology. Theoretical questions raised by identity economics)

A tanulmány az identitás-gazdaságtan megközelítését és az általa felvetett elméleti kérdéseket kívánja bemutatni. E tan kiinduló tétele George A. Akerlof és Rachel E. Kranton szerint az, hogy a közgazdaságtanban használt hasznosságfüggvénybe be kell emelni az emberek énképének és az ezzel kapcsolatos egyéni mérlegelésnek a szempontjait. Ezt az indokolja, hogy az emberek társadalmi csoportokhoz/kategóriákhoz tartoznak, amelyekhez normarendszer társul, azaz ha viselkedésükkel megsértik a normákat, akkor önképük sérül, és ezáltal csökken a hasznosságuk is. A tanulmányban bemutatjuk, hogy ez a szemlélet az embereket "túlszocializált" társadalmi szereplőkként mutatja be, akik kevéssé reflektálnak a helyzetükre. További kérdéseket vetnek fel az elmúlt években végzett szociálpszichológiai és viselkedés- gazdaságtani kísérletek, amelyek rámutatnak, hogy az identitás- gazdaságtani elmélet egyik alapját jelentő normák erősen függnek szituációs tényezőktől. _____ The paper introduces the approach of identity economics and the theoretical questions raised by its arguments. According to Akerlof and Kranton, individual identity and personal calculations in relation to this identity should be incorporated into the utility function applied in economics, so that people are placed in social categories that involve normative systems. In line with this, if their actions breach the social norms, this affects negatively their self-image, so in turn decreasing their utility. The paper argues that this approach presents humans as "overly socialized" social actors who do not reflect on their situation. Further questions could be raised by experiments in social psychology and behavioral economics conducted in recent years. The results highlight the fact that the norms which serve as the basis for the theory of identity economics depend strongly on the context and given situation.