TY - JOUR
T1 - Business-to-business and self-governance practice in the digital knowledge economy
T2 - learning from pharmaceutical e-detailing in Thailand
AU - de Kervenoael, Ronan
AU - Schwob, Alexandre
AU - Manson, Inci Toral
AU - Ratana, Chatlada
PY - 2020/10/30
Y1 - 2020/10/30
N2 - This study investigates self-governance within business-to-business (B2B) in the digital knowledge economy. To do so, we elicit the engagement of healthcare professionals (HCPs) and medical science liaisons (MSLs) with “for-profit social media technology” (FPSMT) in e-detailing. Using data from 23 in-depth interviews with HCPs (physicians and pharmacists) and MSLs in Thailand, we show that e-detailing fosters self-governance as a practice. The data identify how FPSMT, as privatized social media managed by large firms, represents a tool for self-governance that is articulated by expert professionals along three cognitive frames: aspiration, regulation, and responsibilisation. Through FPSMT, professionals in highly regulated B2B ecosystems engage in self-governance practice to develop pooled views that are influenced by personal and collective rules. The perspective on self-governance as a practice that is offered allows to understand how B2B network governance rely on professionals’ engagement to foster aspirations for the collective agenda, beyond the narrow pursuit of sales’ objectives.
AB - This study investigates self-governance within business-to-business (B2B) in the digital knowledge economy. To do so, we elicit the engagement of healthcare professionals (HCPs) and medical science liaisons (MSLs) with “for-profit social media technology” (FPSMT) in e-detailing. Using data from 23 in-depth interviews with HCPs (physicians and pharmacists) and MSLs in Thailand, we show that e-detailing fosters self-governance as a practice. The data identify how FPSMT, as privatized social media managed by large firms, represents a tool for self-governance that is articulated by expert professionals along three cognitive frames: aspiration, regulation, and responsibilisation. Through FPSMT, professionals in highly regulated B2B ecosystems engage in self-governance practice to develop pooled views that are influenced by personal and collective rules. The perspective on self-governance as a practice that is offered allows to understand how B2B network governance rely on professionals’ engagement to foster aspirations for the collective agenda, beyond the narrow pursuit of sales’ objectives.
KW - B2B
KW - Healthcare
KW - Network governance
KW - Self-governance
KW - Social media technology
KW - Technological framing
KW - Thailand
UR - http://www.scopus.com/inward/record.url?scp=85094650580&partnerID=8YFLogxK
UR - https://link.springer.com/article/10.1057%2Fs41291-020-00141-z#rightslink
U2 - 10.1057/s41291-020-00141-z
DO - 10.1057/s41291-020-00141-z
M3 - Article
AN - SCOPUS:85094650580
SN - 1472-4782
JO - Asian Business and Management
JF - Asian Business and Management
ER -