The operationalization of member expansion in an interorganizational network case

Abstract

The interorganizational networks constantly seek to expand the benefits they provide to members, which leads many of them to seek to expand the number of members. Thus, this study aims to design a plan for expanding the number of members of an inter-organizational network, which guides the selection of partners with features aligned to the network. Held primarily a descriptive, critical to sustain the work. After, a case study was conducted in a cooperative network through the application and analysis of process steps for attracting members, proposed by Philip (2011), adapted from Futrell (2001, pp.252-264), Kotler and Keller (2006, pp. 627 - 629). The analysis of this process has enabled the achievement of proposed goals, and allows verification of gaps on issues related to the expansion in the context of interorganizational networks.