Network pictures as a research device: Developing a tool to capture actors' perceptions in organizational networks

In business networks, strategic actions are believed to be guided by actors' subjective views or perceptions of their surroundings. Researchers thus consider these perceptions as important for understanding network related phenomena. Despite their recognized importance, there has not been much research aimed at developing a way to systematically capture these perceptions. The purpose of this paper is to show how actors' subjective views of the business network can be analyzed using the research device of network pictures. This is accomplished by developing an empirically derived dimensional model for capturing different aspects of an actor's subjective view. We exemplify how the developed device can be applied, and illustrate how there seem to be 'types' of ways of perceiving the business network. This paper therefore represents a methodological contribution through the development of a tool that may change researchers' practices in understanding business networks. © 2010 Elsevier Inc.