Local value creation for developing business relationships: An SME case study in the pasta industry

Drawing on the market-as-network approach from the Industrial Marketing and Purchasing (IMP) Group, this paper explores how small and medium-sized companies can leverage their network to become network orchestrators, co-creating value locally and developing business relationships. Specifically, the paper addresses the following research questions: RQ1) How can SMEs act as network orchestrators for local value co-creation? RQ2) How can SMEs leverage local value to develop business relationships? Methodologically, the industrial network theory is applied to an exploratory and single case study of an Italian food company in the pasta sector, Fabianelli. This enterprise boasts a historical tradition firmly linked to its origins and a solid attachment to the Tuscany region where it is located. The paper identifies specific actors, resources, and activities defining a company’s network orchestrator role. Further, it analyzes the value co-created locally to discuss four strategies used by Fabianelli to develop relationships with national and international actors.