Networking! Networking! Networking! Networking as a Marketing strategy. Strong ties vs weak ties (Granovetter), Online networking vs face-to-face networking pros and cons

1. Template for Resource Document
Team members
Name StudentID Email address
Yiru Yang 24021720 yiru.yang@student.reading.ac.uk
Yujie Yao 23011083 y.yao2@student.reading.ac.uk
Presentationtopic
Networking! Networking! Networking!
Networking as a Marketing strategy. Strong ties vs weak ties (Granovetter), Online
networking vs face-to-face networking pros and cons
Presentationlink
Please upload yourpresentation to ww.slideshare.netand sharethelink.
Summary of key resources
Providea shortsummary of atleast two academicpapersrelevantto yourassigned topic.
Granovetter,M.S. (1983). "The Strength of the Weak Tie:Revisited" [PDF],Sociological
Theory, Vol.1, 201-33.
Krackhardt, D. (1992) "The Strength of Strong Ties:The Importance of Philosin
Organizations." In N. Nohria & R. Eccles(eds.),Networksand Organizations: Structure,
Form,and Action: 216-239. Boston, MA: Harvard BusinessSchool Press.

2. Title of resource 1 “The Strength of the Weak Tie:Revisited”
Who are the authorsand why arethey
competentto write on the subject(50words)
Granovetter,M.S.
Granovetterintervieweddozensofpeople
to find out how social networks are used to
land newjobs. Granovetterfoundthat most
jobs were foundthrough "weak"
acquaintances. This pattern reminded
Granovetterof hisfreshman chemistry
lessonthat demonstratedhow "weak"
hydrogenbonds hold huge water molecules
together,which are themselvesheld
togetherby "strong" covalent bonds.
Summary of thepaper(100-120words) The "weak tie hypothesis" argues that it is using
a combination of probability and mathematics.
When B and C linked to A ,there is a greater
probability of chancing that B and C are linked
to each other. B-C tie whether strong ties or
weak ties, will be given AB and AC which are the
other two strong ties. A weak ties will be
confined to the provincial news and views of
their close friends. For the different parts of
your networks, your relationship should promote
some information free flow which can create
new ideas in your work. From this basis, other
theories can be formulated and tested may tend
to be dampened by strong ties, and thus flow
more easily through weak ties.
Why should a studentread this paper?
(up to 50 words)
Studentwill understandwhatis weakties.
Andthentheywill use the knowledge of
weaktieswhentheycommunicate witheach
other.
Title of resource 2 "The Strengthof Strong Ties:The
Importance of PhilosinOrganizations."
Who are the authorsand whyare they
competenttowrite on the subject(50words)
Krackhardt, D.
According to David Krackhardt, there are some
problems in the Granovetter definition. The first
one refers to the fact that the Granovetter
definition of the strength of a tie is a curvilinear

3. Bibliography
Providea list of all sourcesyou have used for yourpresentation in Harvard referencing style.
Granovetter,M.S. (1983). "The Strength of the Weak Tie:Revisited" [PDF],Sociological
Theory, Vol.1, 201-33.
prediction and his question is “ how do we
know where we are on this theoretical curve?”
.
Summaryof the paper(100-120words) Krackhardt thought that strong ties are very
important in severe changes and uncertainty. He
called the strong tie philo and define philos
relationship following three necessary and
sufficient conditions:
1.Interaction: For A and B to be philos, A and B
must interact with each other.
2.Affection: For A and B to be philos, A must
feel affection for B.
3.Time: A and B, to be philos, must have a
history of interactions that have lasted over an
extended period of time.
A strong tie is someone who you know well. On
social networking sites, you communicate it
which shares the same information with them .
The same news is followed with them. And then
they will know what’s going on in the technology
world. So a highest quality of the product will be
produced by themselves.
Why shouldastudentreadthispaper?
(upto 50 words)
Whenstudentslearnedthe informationof
strongties,theywill know the combination
of these qualitiespredictstrustandpredicts
that strongtieswill be the critical onesin
generatingtrustanddiscouraging
malfeasance.

4. Krackhardt, D. (1992) "The Strength of Strong Ties:The Importance of Philosin
Organizations." In N. Nohria & R. Eccles(eds.),Networksand Organizations: Structure,
Form,and Action: 216-239. Boston, MA: Harvard BusinessSchool Press.