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  Нeтмoдe (Сетевой Способ) в Виртуальной Среде

Network's Way of Thinking seen from a Dialectic Perspective:

Whereas net-modules were preoccupied by management of the four basic aspects of network (trust, power-distribution, interests and knowledge) through strenghtening established relationships, as well as of solving positional, structural and processual issues, that enables that the international netmodal management process is easier understood and implemented by actors (humane individuals) in business and societal practice, the netmode deals with the ALL aspects of the established network (net-market). Particularly, with the fifth aspect of network: (Inter)Dependency DIA interactivity of the involved partakers, understood in terms of intentionality of these actors. In the "International Netmodal Management Process", WISHED PICTURE was imagined, understood, as well as presented as a current image ("screenshot") of the established network. One way of understanding networks is to view them as three interrelated and interconnected dimensions, which exist between and among ACTORS, the needed ACTIVITIES and RESOURCES for building it (Network approach: Haakansson and Johanson, 1986). In this project study, the Big Picture was transformed in humane terms in a Great Picture.


Since it was very difficult to be seen the wood for trees in a network of involved actors, activities and resources of the network approach, the the fundamental ideas of the network approach had to be further structured. It was done by Easton (1992), who presented it by using the following four metaphors: networks as relationships, networks as positions, networks as structures and networks as processes. In the "International Netmodal Management Process" (Jovanović, 1996) these four metaphors of network were fragmented even further, into simpler compounds, and then dialectically synthesized by presenting the network approach, based on the three fundamental network elements: TRUST, POWER and INTERESTS, which together with the elements KNOWLEDGE and INTERACTIVITY DIA INTERDEPENDENCY among the participating actors, makes five basic network aspects. All these five aspects are dialectically interrelated with each other, understood in terms of (common) INTENTIONALITY of the partakers. Recall, the intentionality is not the same as intentions; it is the dimension behind intentions. It is through intentionality that we bridge the gap between subjects and objects by molding objects according to our purpose (and goals). This ability to be created the wished environment is called intentionality (Arbnor & Bjerke, 1997). On the basis of these five aspects of network was developed by me (1996) a netmodal management model, which was focused on the management of these five network aspects, as well as on the building dialectical (inter)relations between and among them. For instance, the focus of the relationship net-module is on the establishment and maintenance of RELATIONSHIPS between (humane) individuals (actors).

Although building a relationship involves all five network aspects, the trust was chosen by me, as the most important (relevant) aspect of network among them, during the process of building and maintaining (of the established) relationships. In other words, trust was chosen to be a means, trigger, driver as well as an objective during this concrete (RELATIONAL) netmodal process. From this reason, relationship net-module was focused on the management of trust between involved (humane) individuals (actors), both in the created actor-net, as well as in the whole (global) network (Great Picture). Using this analogy, position net-module was focused on the management of the issues of power, whereas the structure net-module was preoccupied by the management of the (common and mutual) interests. On the other hand, process net-module, as a resulting net-module (understood in terms of a spiral not a circle) was focused on the management of knowledge; both on its creating as well as on its renewal over passing time DIA space. While these four net-modules were preoccupied by management of the network aspects and the related relationship's, positional, structural and processual issues, providing that the international netmodal management process is easier understood and operationalized by the involved actors (as individuals: in the role of employees, suppliers, buyers, distributors, ....), the developing netmode was dealing with the overall network aspects. Particularly, with the last mentioned network aspect: Interdependency, externally manifested through necessary interactivity between and among the participating partakers (actors), understood in terms of carrying out their common intentionality in the living reality, based on their shared system of values.

Dialectic Interactive Approach

Dialectical Creative Framework for Orientation in the Eternity of Times DIA Infinity of Spaces

In other words, the desired Great Picture was broken into four net-modules to be easier understood and operationalized by them. Because each division of dynamics and the initiated processes, as well as of such a DIALECTICAL reality is artificial, it is important to be emphasized that there are no fixed boundaries among net-modules, because they DIA the five fundamental aspects of network are dialectically (inter)related, overlapped and interwoven with each other, that is, they complement, supplement and condition existence of each other. From this reason, the focus of the developing netmode is on the interdependency and interactivity between and among them, understood in terms of a continual referring to the "painted" Great Picture by a continual renewal of it in terms of both time and space, in purpose of providing conditions that the developing netmode, seen from standpoint of the INTENTIONALITY of involved actors, is in accordance with the living (working, business, societal, global) reality. Seen from a conventional perspective, the role of relationship net-module and position net-module is mainly achievement of the relatively "SHORT-TERM" objectives of actors (participating humane individuals), whereas the structure net-module and process net-module belong to the realm of LONG-RUN NETMODAL CONSIDERATIONS. In netmodal terms, it is very difficult to be established the meaning of the notions short-time and long-time horizon in measurable (quantitative) terms. Although, building a relationship, or a position in the network needs time (DIA suitable space), the "short-time <---> long-time" horizon was determined in terms of that building a network structure, or carrying out a process (of creating a new knowledge) IS MORE TIME (DIA SPACE) CONSUMING than the building a relationship, or a position within the established marknet DIA numerous actor-nets. If I - thou - we put the relationship, position, structure and process net-modules in the "Dialectic Framework for Orientation in Time DIA Space", respecting the previously interpreted time horizons DIA suitable space scope of net-modules, I - thou - we are able to understand and to interpret, why it is so difficult to be established time horizons in measurable (quantitative) terms. In the figure 3.2, process of development of a netmode was presented in a dialectical way using the Dialectic Interactive Approach (Jovanović, 1999).

Dialectic Interactive Approach

Dialectical Creative Framework for Orientation in the Eternity of Times DIA Infinity of Spaces
Source: Proposal for a Potential Ph.D. Dissertation at the Copenhagen Business School, Denmark:
"Netmode – the Strategy for 21st Century – Dialectic Interactive Approach, Jovanović, 1999"

Netmodal Management Model DIA its Net-modules seen from a Dialectical Perspective:

In the figure 3.2, the Relationship net-module was compounded by the following two triangles:

  • A0 which presents personal and collective impression of the existing level of trust in the Great Picture
  • +A which presents imaginative and potential level of trust in the Great Picture

while the Position net-module was compounded DIA the two following triangles:

  • B0 which presents personal and collective impression of the existing level of power in the Great Picture.
  • B which presents implanted personal and collective power in the Great Picture.

The boundaries of triangles (A0+A) are dependent on the intentionality of the involved human individuals (partakers) DIA trust, understood in terms of dialects - spirit DIA mind, whereas boundaries of triangles (B0-B) are dependent on the intentionality of the partakers regarding the issues of power, understood in terms of dialects - matter DIA mind. If I - thou - we apply the afore interpreted knowledge of dialectics, it is noticeable that although triangle of the dialect - spirit (+A) was "copied" into medium of mind (triangle A0), they are not qualitatively identical because simultaneously was "copied" the triangle of the dialect - matter (-B) into the medium of mind (the triangle B0). In other words, dialects - spirit and matter were dialectically met, metamorphosed and converged in the medium mind by their (time) intentionality, understood in terms of both actor’s trust and issues of power. As a result of this dialectical meeting, the IMAGINATIVE AND POTENTIAL level of (the developed) trust was re-interpreted DIA presented (re-defined) in the medium of the dialect - mind, as personally and collectively acquired impression of the EXISTING level of trust within established networks of the desired "Great Picture", whereas the implanted PERSONAL AND COLLECTIVE power of the formed network DIA actor-nets, was (re)interpreted and presented, as personal and collective impression about the EXISTING level of power of the involved actors in the created Great Picture. Seen from perspective of the dialectical way of thinking, the dialects trust and power are CONSTANTLY IN A DIALECTICAL TENSION WITH EACH OTHER, that can be manifested in different ways.

In the figure 3.2, the long term orientation in time DIA space was represented by the structure net-module and process net-module. Structure net-module was compounded by the following two triangles:

  • C0 which presents personal and collective (common and mutual) interests of the Great Picture.
  • -C which presents established and implanted personal and collective interests of the Great Picture

while the process net-module was compounding by the other two triangles:

  • D0 which presents the accumulated personal and collective knowledge in the established networks of the Great Picture
  • +D which presents the imaginative and potential knowledge in the established networks of the Great Picture.

Dialectic Interactive Approach

Dialectical Creative Framework for Orientation in the Eternity of Times DIA Infinity of Spaces

Seen from a standpoint of the space dimension, it is noticeable that the dialect - trust is (more) related to the dialect SPIRIT, whereas the dialect - power is more connected to the dialect - MATTER. On the other hand, considering this dialectical content in terms of the time dimension, it might be argued that the dialect - interests are rooted in the PAST, whereas the dialect - knowledge is more driven by the FUTURE. All of them, trust, power, interests and knowledge are dialectically converged by the initiated creatively interactive processes DIA the intentionality of the involved individuals (actors) in the medium: (emotive-emotional dia physical) PRESENCE DIA MIND (dia reason for doing it), which was presented, interpreted, comprised and dialectically synthesized by the centrally positioned zero. In netmodal terms, the dialect - knowledge (for instance, a new developed strategy) is a final upshot and goal of the dialectical interplay between and among trust, power and interests DIA the interactivity and interdependency of the participating individuals (actors). Seen from a perspective of the "Dialectic Creative Framework for the Orientation in Time DIA Space", it might be argued that this created knowledge, firstly has appeared from "nothing" (point-puncture), as a point, Great Idea (as a result of the internal interaction). From this point was drawn by trust the line (thesis) [act of external interaction DIA expression of that idea by the corresponding thoughts], otherwise it would not be externalized by the individual: inventor of it {, if (s)he did not trust into it}. The line (thesis) was dialectically met by another line(s) (antithesis), understood in terms of the dialect - power (multifaceted interaction). As a result of the initiated dialectical creatively interactive processes, the lines were touched in the point of (common) interests, understood in terms of time DIA space. By the third line (synthesis) was agreed (triangle) a common platform for the creating new knowledge (synthesis DIA renewed thesis) [netmode [strategy)].

Dialectical Creative Framework for the Orientation in Time DIA Space

Source: Proposal for a Potential Ph.D. Dissertation at the Copenhagen Business School, Denmark:
"Netmode – the Strategy for 21st Century – Dialectic Interactive Approach, Jovanović, 1999"


In other words, the wished (dynamic) great picture of the marknet DIA established networks of actor-net, in time DIA space was at first "made static and divided" into four net-modules, in order to be later further in more details re-created ("repainted"), understood in terms of establishment of the (future) needed relationships, positions, structure and released creative processes (two triangles: in terms of time in space). Or more simply said, the accomplishment and the operationalization of relationship net-module, position net-module, structure net-module and process net-module should provide that the developing netmode is in accordance (harmony) with the (living DIA) business reality. In netmodal terminology, this dialectical creatively interactive process of carrying out the agreed (creative) platform has been termed, as a PRELIMINARY NETMODE. The resulting (virtual, netmodal) projects focused on DIA gathered around the creating knowledge (fourth triangle) will be implemented in terms of space in time. The network elements trust, power and interests without the resulting new (deeper) knowledge (creatively creating processes, understood in terms of the common intentionality), which is achieved through the established relationships, positions, structures and initiated (creative) processes (of interdependency DIA interactivity of the involved actors and individuals), managed by the four net-modules, are not able to make a change in a firmly structuralized environment (of the marknet). In dialectical terms, without a ( renewed, new) created knowledge, they are unable to break the existing ellipse (symbolized by the centrally positioned zero) into a ("big-bang-like") spiral.

From this reason, the developing netmode should be focused on the supporting already made DIA the continual making additional (needed) changes in the (global) network, together with other actor-nets (of virtual companies), as well as on the exploiting the made opportunities, understood in terms of the stabilization and harmonization of the initiated dialectical DIA dynamic processes. In other words, such a made breakthrough, in particular, a great (big) one, created DIA set in progress by the new-created knowledge will, by definition, DESTABILISE the existing (global) environment, as well as the established network structures (marknet). Just reconsider, how such a big (brilliantly knowledgeable) breakthrough ("Big-Bang"), which managed to germinate through the old established structures, such as, for example, the (new) created knowledge, which caused unprecedented GLOBAL information technological revolution, with its core technology, known as the internet, was able to make changes in the way the business is done, as well as has changed the way I - thou - we are working and living. Something like it has not been seen from the age of the big industrial revolution. In other words, it suddenly has made the existing qualifications, skills and the related working experience, .... existing (business) models of reality obsolete. As a consequence of it, individuals, families, companies, .... have to invest badly into buying new equipment, facilities, and particularly into human resources to be acquired and adopted this new knowledge, in order to be (cap)able, either to follow or to be joined to this (new) trend.

This is also a challenge for strategists because they have to make many strategic decisions in a relatively short-term horizon of time, but in the broadest spatial scope. In other words, whereas for some individuals (or other actors) new knowledge is met as a long awaited break(through), for many others is met, as a problem (threat) for their business (survive). Seen from standpoint of the network approach, DIA the developed netmodal management model, these contradictions between the forces of dynamisation and stabilization can be only dialectically levelled by the establishing of new relationships and remaking old ones in the marknet DIA networks of rebuilt actor-nets (dialectics), in order TO BE INCLUDED AND INCORPORATED these new facts [actor-nets, actors, their activities, new knowledge and other resources] into a reconstructed marknet of actor-nets [(global) network structure]. In addition to this, it has to be released processes, related to the new way and approach to the (deepening and) creating new knowledge, based on these new facts in the (living, working and) business environment (network). From the previously said, follows that the trust, power, interests and knowledge DIA intentionality, understood in terms of interdependency of the partakers, trigger and drive the process of INTERACTIVITY and the initiated suitable interactive (creating) processes, organized into a (virtual or netmodal) project(s). As a result of that, the developing netmode is an external interpretation of these multiple (multifaceted) intentionalities of partakers, understood in terms of time DIA space, thereby dealing with coordination of the trust, power, interests, knowledge aspects and issues, and particularly with the interdependency between and among them, demanding interaction of partakers in order to be carried their (common) intentionality, encompassed in this volatile time DIA space by the launched project(s). In other words, netmode is a knowledgeable creative framework, which is a dimension in front of the intentionality of the involved individuals (actors), but behind the launched project(s).

How it will be achieved, seen from a (dialectically) long-run perspective, is also defined by the netMode (strategy). Generally speaking, whereas the sub-constituents (dialects) of the netmode (four net-modules) are more focused on the process of dynamisation DIA stabilization of the established network, understood in terms of synchronization and harmonization of the made changes by creating (and deepening) knowledge DIA exploiting it, the netmode, as a knowledgeable and creative framework, was more focused on the WISDOM, that is, how it could be achieved in dialectical time DIA space (dialectical comprehension of the meaning "long-run"), for the good of involved actors (individuals) in the marknet DIA the established networks of actor-nets, understood in terms of giving a deeper insight into this dialectical interactively creative content under consideration. From this reason DIA suitable (methodological) reconsiderations of this deeper insight of the meaning time DIA space, pay thy attention that in the netmodal (strategic) approach, the well-known slogan "the knowledge is the power" (which was included as such one in the process net-module) was subordinated DIA replaced by the motto "the (acquired) wisdom (of the time DIA space) is the true power and might", and as such one it was included DIA continually reconsidered by being always in the mind of netModal strategists (NetModists) during developing NetMode. In order to be reconciled all these initiated dialectical processes, as well as to be soften the consequences of potential conflictual scenarios in time DIA suitable situations in space, it was put focus on humane issues, aspects and the suitable system of values, whose purpose has been the building relationships and connecting them DIA humane (creative) interactions, into a network of the established actor-nets, accordingly by gathering together the established (virtual) companies around this system of humane values, understood in terms of both time and suitable space. The major idea behind this focus on humane aspects and issues, regarding the building of a (humane) network of actor-nets (thesis) versus achieving it exclusively by means of mechanism of the (raw) faceless market (antithesis), understood in terms of establishing suitable marknet (synthesis DIA the renewed thesis: network of actor-nets) is that the facelessness of market will gradually vanish

  • [revealing thereby employee(s) DIA employer(s) (and shareholders), consumers DIA customers, buyers DIA suppliers, distributors DIA ....]

in order to be further transformed into humane individuals with VISIBLE faces (process of humanisation)

  • [unmasking them as citizen(s), as member(s) of a society DIA a member(s) of the family, a member(s) of the continually recreated and transfigured marknet DIA a member(s) of an actor-nets]

due to the humane system of values and suitable attributes, which were implanted into each relationship, build in this way. In a broader and deeper sense, in such a networked environment is desired interchangeability of positions of the partakers within the established marknet, in order to be prevented ossification of the established network(s).

Seen from a dialectical perspective, the purpose of these measures is that the "faceless(ness of)" market will be transformed in the future through these dialectical interactively creative processes into a softer (more humane) ambient (marknet), which will allow (humane) creative individuals (actors), through interchange of ideas, information, knowledge and humane system of values, generally speaking, to be in-seen both good and bad faces (sides) of market. Particularly, the good sides and good (human and humane) FACES of this established marknet. As a result of these dialectically multifaceted processes, the creator of this methodological approach argues, market will become in the (remote) future A FREE MEDIUM, consisting of the free but interactive and (self-)responsible individuals, who will be mindually DIA spiritually empowered to self-control themselves. Here should be emphasized that it had to be very attentive with the implementation of notion "SELF-" in each kind of manifestation of the natiocratic way of societal organizing. In short, to my opinion, implementing this typical INDUVIDUAL notion in terms of the crowd (mob) DIA group way of thinking is destined in advance to a disaster. A good example of such a way of thinking, was the transferring greater share of power and rights to workers (note, NOT to a concrete worker) in the concept of self-management (of WHOM: workers?), which was applied in this crowd-way in Ex-Yugoslavia. Namely, those-days communistic natiocratic elite attempted to carry out this natiocratic idea without demanding some kind of the "self-responsibility", actually, any kind of responsibility, because any form of the concrete endorsement was not given, apart from some kind of the socialistic manifestation of a FORMAL voting and electing. On the other hand, how it could be done in other way with a such crowded notion: "workers". This is an additional proof; it is not feasible to be HUMANISED any kind of the societal category of crowd (state, workers, people, for example), or a suitable group entity (company, for example), in this case, understood in terms of increasing level of their consciousness DIA prick of conscience (!?), mindual (DIA spiritual self-) empowerment, and the like.

In spite of it, it seems, the same was not valid for natiocratic "empty catchwords" too, such as, for example, "self-management" because an alternative to the crowd DIA group way of thinking, understood in terms of developing some form of the individual way of thinking, in natiocracy simply didn't exist, NOR IT IS TOLERATED by the guardians of the already established natiocratic political systems. As a result of it, despite fall of traditional communism, the world of natiocratic empty words, developed for cultivation DIA exploiting of the cult of crowd [note, this typical natiocratic way of decorating faceless ‘state’, or concept of self-management with the 'face' of workers], continues to live, for example, in the famous western "empty 'hocus pocus' catchword" DIA suitable crowd-concept of the "HUMAN RIGHTS". Continuation of this way of "creative" traveling, without an end, through the "natiocratic time and space", leads to nowhere. But I hope, it managed me to conjure up DIA convince the lastest sceptic of the human and humane genus that only on the individual level of of some kind of a LIVING being, there is feasibility (chance) of achieving it. In other words, seen from this human perspective, there are greater chances to be achieved it with a dog, a goose, a chicken ... than with a "state", "workers", "people”, "dogs".... as well as with the numerous natiocratic PROPONENTS of this inhuman way of thinking. From this reason, it was abandoned by this (great) humane individual, this inhuman way of thinking, in order to be replaced with a (more human and humane) creative INDIVIDUAL way of thinking. In this approach, the good (humane) individual beings are distinguished from the bad (evil) ones by implementing a suitable concept of distinguishing good from evil.

The next step, whose seeds are already scattered (sown) through ideas of the "International Netmodal Management Process" will be culmination of these initiated dialectical processes, which follow integration (synthesis) of the companies and market. I'm talking about SETTING FREE partakers of the "faceless" market in terms of emerging true faces of these set free humane individuals. Whatever the near future brings, the (remote) FUTURE BELONGS TO THE HUMANE INDIVIDUALS with a deep human root, gathered around the suitable system of human and humane values. The reason for this self-confidence of mine is simple. As it afore was argued, it is NOT FEASIBLE TO BE MADE (MORE) HUMAN AND HUMANE any kind of manifesting mob (world, state, state apparatus, nation, people) DIA suitable group entities (company, an institution of state, university ...), as it (still?) stubbornly claim the ideologists and proponents of the ruling mob DIA group way of thinking, thereby in vain trying to achieve and prove it in the working business, living reality, by using various means for mass DIA group hypnotising, without PREVIOUSLY to be made (more) human and humane (for beginning key-) individuals WITHIN SUCH CREATED FORMATIONS. And as sooner this inhuman crowd dia group way of thinking was deserted as better!

As a result of this manifesting of dehumanization through various ways of crowding DIA grouping inhabitants into various kinds of "faceless" organizations and institutions, in the all natiocratic orders were widely spread out various kinds of worshipping CULTS of the mob DIA group[of the state, market, company ... leadership], behind which were always reflected images of their hand-made 'iconic' of idols, in purpose of easier carrying out of the personal but very narrow-minded interests of the ruling natiocratic elite. Actually, here it deals with persons with (at least) two faces ("skin covers"), an official (mobbed DIA grouped 'colored') "face and appearance"; a mask used and carried on in the public, official life, whereas the second cover of color of skin, hidden below this public, official mask, is actually the (inborn) individual face of this same person, that means, without the mask, recognizable (perhaps only) within their families, and the circle of close friends of theirs. Unfortunately, some of them are no satisfied with this casual public, official life but dress themselves with an aditional mask and GLOVES (including mantle) of (color of) darkness, which is 'invisible' for others because of the misuse of given power and might, according to them. Anyway, giving up the following the evil pathway of these inhumans, as well as their inhuman approach towards life DIA living, is recommendable to be done by the individuals, who still posses, at least, a germ of the HUMAN ROOT. And as sooner it was done as better.