In summary, sponsored enterprises that desire to effectively
align with industrial firms with a relationship marketing agenda
must be prepared to balance the constraints inherent in the
dispersion of social capital with the power enhancement and
relationship benefits implied by adding sponsoring firms to the
network. Conceptually, a network relationship cycle forms
whereby sponsoring B2B firms desire to align with sponsored
enterprises with high ego network range and density. Once
engaged in the network, sponsoring firms rely on the sponsored
enterprise to act as a broker in facilitating direct relationships
with other network partners. In doing so, the sponsored
enterprise dilutes its social capital by sacrificing its network
position in a structural hole between two previously
unconnected partners. However, maintaining power within
the sponsorship network is plausible through the introduction
of new sponsoring firms that may also be seeking the relational
benefits of network range and density. At this point, the
sponsorship network cycle has revolved and begins anew.