Taking time to understand theory

Purpose of the paper and literature addressedThe purpose of this paper is to examine how one of the most cited theories in sociology, structuration theory, might help inform our understanding of time in business networks. Structuration theory deals with the creation and maintenance of ideas and structures as well as with change and continuity processes. It defines a social system as any set of practices, patterns of interaction and social relationships that are relatively enduring.Research methodThis is a conceptual paper.Main contributionThis paper outlines improved theoretical and methodological bases in industrial marketing research, which specifically takes into consideration time. This new understanding draws upon Giddens structuration theory, and more recent critiques of his work.