The efficiency of the marketing planning model in the network organizations

Abstract

The aim of the paper is to raise the discussion about the efficiency criteria for the network organizations, which are the reference point for the evaluation of marketing planning efficiency in those organizations. Raising the problem of the nets’ efficiency is to increase the integrative role of the marketing planning within the management of other business processes, not only within the inter-functional (crossfunctional) level, but also within the level of the network relationships (cross-relational, within the net of the cooperating companies). First of all, the efficiency of the management processes in the network organizations should be evaluated from the perspective of the creating and capturing value, basing on the business model concept and value based management theory. According to the second view presented in the dissertation, the efficiency of those organizations ought to be supplemented with the main goals of nets creation, which are detailed in the paper. And third, the efficiency of the network organizations should be evaluated concerning the dynamic relations approach, related to the game theory, in which, due to co-opetition strategies of the net members, the total value of profits and loses is more than zero.marketing planning efficiency, network organizations, value net model, network organizations’ goals