The collaborative network orientation: Achieving business success through collaborative relationships

This study presents a theoretical concept called the collaborative network orientation (CNO) and tests it using a sample of male and female small business owners. The CNO is based on (1) research that indicates female managers prefer to organize in cooperative network relationships and (2) conflict theory that indicates collaboration is preferred for both building relationships and achieving goals. Empirical tests revealed that female owners had a stronger preference for a CNO. A CNO was associated with business success for all owners, but it was significantly more positively associated with success for male business owners.