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PurposeThe paper explores the links between network structures and internationalization, conceptualized as a process of value innovation. The exploration sets off from the concept of an entry node, i.e. whether network entrance is facilitated by a direct dyadic or an indirect triadic relationship.Design/methodology/approachThe paper is mainly conceptual, but also presents an empirical cross-border actor constellation which highlights the implications of the study.FindingsBi-directionality implies that value innovation is contingent on the fit between the actors involved in the entry node, not on the fulfilment of the needs of a focal actor. Further, the attractiveness of an entry node depends on network structures, the network positions of the actors in the entry node, the desired outcomes of entry (immersion or reach), and the actual behavior of the actors. The dynamics of transitivity can influence triadic entry nodes. However, transitivity operates differently in business networks than in social networks constituted by inter-personal ties. Therefore, closure of open triadic entry nodes is neither an automatic outcome of strong ties, nor a normatively better outcome.Research limitations/implicationsThe theorizing offered by this paper must be further explored in different empirical contexts to assess its practical adequacy. Still, the presented empirical case indicates that the expected attractiveness of entry nodes is closely linked to (in)transitivity.Originality/valueThe paper supports the relevance of expanding from a dyadic to a network perspective in order to capture the dynamics of value innovation in an international setting.

PurposeThe purpose of this paper is to review international industrial purchasing and marketing literature with a focus on portfolio models, to develop portfolio models for buyers' and sellers' international strategies, and to combine the models so that both the buyer and seller perspectives are dealt with simultaneously.Design/methodology/approachLiterature on international industrial purchasing and marketing is discussed. Dimensions that are important for the buyers' and sellers' strategies are identified. Portfolio models for buyers and sellers are developed and the two perspectives are matched together.FindingsThe paper contributes a specification of features that are important for industrial buyers' and sellers' international purchasing and marketing strategies. These dimensions are used to develop a model of supplier relationship management and a marketing management model for supplier strategies. The consequences for the firm's international activities are discussed. A model combining industrial buyers' and sellers' international supply and marketing management strategies is developed.Research limitations/implicationsThis paper provides a deeper understanding of international exchange processes by combining literature on international industrial purchasing and international marketing. Situations are identified where different areas of theory are applicable. The paper also contributes to the discussion on what should be the conceptual domain of international business. Here, it is argued that international exchange is the product of joint decisions made by two or more actors based in different countries. Earlier academic literature reveals a striking imbalance: while one side of the coin – the exporter side – has been extensively studied, the importer side has largely been neglected. In this paper, it is tried to present a balanced view of both sides.Practical implicationsThis paper introduces portfolio management models that can be used for both industrial purchasing and marketing management. The paper stresses the importance of finding a fit between the marketing and purchasing strategies within a relationship. If both parties have positioned the relationship in a similar way, there are much greater possibilities for the relationship to create value for both parties.Originality/valueThe paper combines international industrial purchasing and international marketing perspectives as few studies have done before.