Open Access

Networks of social relationships are becoming increasingly important in today’s business environment. By cooperating in such structures players seek to overcome the shortcomings of the alternative forms of exchange, namely markets and hierarchies, and to realise (greater) information benefits. This is done through the reduction of complexities and uncertainties, as well as by increasing the speed of information flows and decision-making within networks. Traditional network research has focused on company networks and neglected the assessment of the underlying constituents of social networks. Studies concerned with the use of social ties for economic goals are generally not scientific and lack the theoretical foundation ti guide such an analysis. For these reasons it is the aim of this research paper, based on a theoretical framework, to systematically examine the underlying factors that lead to successful co-operations within a social network seeking to reach a common goal. The results of the current qualitative research study indicate that the factors suggested in the literature as significant for successful networking (e.g. common base; common language; mutual goals; sympathy for each other; a general interest in social contacts, combined with the necessary skills to act within social contexts) do indeed impact this type of co-operation as proposed. In addition to what is put forward in the literature it became evident that all successful individuals have a passion, besides their business activities, such as music, art or sports. This ardour also serves as a platform on which valuable contacts are established and maintained.