By J. Johanson
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Additional info for Business Network Learning (International Business and Management)
It took the companies more than five years to change the behavior of the persons involved. The construction company was highly decentralized and each of the site managers had to be convinced and so had all the different craftsmen who were responsible for different parts of the construction. The construction company wanted to use the distributor as a teacher telling the individual buyers and users how to behave. Whenever anyone wanted a solution that was outside what was agreed - if it was in regard to products or ways to handle them - it was the supplier's responsibility not just to inform but to try to persuade the individual buyer to stay within the agreed boundaries.
Hargadon 1998) and the existence of 'promise champions' in the development of new technological domains, who need not be individuals (Van Lente and Rip 1998). Thus, there are good reasons for organizations to have the ambition to become seen as a teacher. 24 Inter-Organizational Interaction and Organizational Teaching The second case illustrates a typical "marketing" situation. Someone wants to influence some passive "customers". The ambition is always to influence their behavior, sometimes through becoming intentional but often without that awareness.
In other situations organizations want to make the teaching organization at least aware of the fact in order to "reward" it. It is in general socially rewarding to anyone to be appointed as a "teacher". Situation 4: Indirect interaction based on a signal In the fourth situation neither the teacher nor the learner has any intention to teach or to learn. But there exists a signal - something sent out from the teacher and received by the learner - that has learning effects. It can be a product, a message or a routine.
Business Network Learning (International Business and Management) by J. Johanson