Trade Friction Points – Measuring Contractual Ecosystems

The emergence of a networked world has created a core framework for a relational economy, but this shift is frustrated by the lack of institutions, procedures and rules necessary for its management. Emerging technologies provide an opportunity for new thinking and to turn the theory of relational economics into practice. The intersection of a relational approach to contracting and digitisation creates a perfect environment for relational economies to be measured as ecosystems of contracts. Join Sally Guyer, CEO of World Commerce & Contracting and Adrian Furner, Fellow of World Commerce and Contracting as they present the findings of a major EU Commission Study and specifically how a dataset of AirBnB contracts and innovative friction point analysis was used to demonstrate the way contractual networks impact consumer behaviour and consumer benefit; how contracts can be interpreted as boundary objects which are capable of connecting relational and transactional information in a single and unified modelling framework.


Sally Guyer: A boarding school education gave Sally the confidence to follow an unconventional path that has led her to being CEO of one of the world’s fastest growing non-profits. Her mission is to inspire and support the World Commerce & Contracting team and our global community to collectively drive positive change in the world of commerce of contracting.

Having completed a law degree in London, Sally was drawn to the dynamic world of start-ups. Commercial Management was a field in demand, and she found herself in a series of fast-growth telecoms firms, learning by doing. Travelling the world, negotiating contracts and partnerships, working directly with and for top management.

In 2007, Sally struck out on her own, offering contract and commercial services to start-ups and SMEs. Her company flourished, in part through strong links with the Association.

In 2014, Sally was invited to join World Commerce & Contracting as a part-time contractor, leading its activities in Europe... a year later she became COO, charged with bringing structure and discipline to the fast-growing and entrepreneurial association. By 2018 she was leading and supporting the global team and members to pursue excellence in commercial and contract management as Global CEO.

In 2019, Sally was invited to become Chair of the Board for the Open Contracting Partnership and in May of 2021 was appointed Professor in Practice in Strategy and Innovation at the University of Durham Business School.

Adrian Furner has 30+ years' experience in the design, implementation, and delivery of commercial transactions using a wide portfolio of models from the simple traditional models though to new and novel business models. He has worked in a variety of sectors including defence and security, aviation, technology, infrastructure, banking and financial services, and natural resources.

As an experienced practitioner Adrian is focused on 'Commercial Excellence', supporting organizations in developing and leveraging their 'commercial acumen' to gain better business outcomes. This includes: raising their commercial awareness; designing and implementing innovation models; and deploying relational contracting to enhance business performance.

Adrian held a number of VP/Director level commercial, procurement, and operations roles within FTSE30 organisations, giving him significant cross-border international experience ranging from complex capital intensive projects, thought to lower complexity operational opportunities.

Adrian is a member of the Institute of Engineering and Technology (IET), and an Honorary Fellow of World Commerce & Contracting (formerly IACCM), where he is a former member elected Board Director. He has a BEng in Production Engineering and Management from the University of Nottingham, and has also completed the London Business School Corporate Finance Programme along with executive education programmes at both Wharton Business School and Oxford Saïd Business School. Adrian has contributed to a number of books on commercial and contract management and co-authored the Professional Services Leadership Handbook (

Wednesday, 16 February 2022

15:00 - 15:45 GMT


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  • Sally Guyer.jpg
    Sally Guyer
    Global Chief Executive Officer
    World Commerce & Contracting
  • Adrian Furner.jpg
    Adrian Furner
    Fellow & Executive in Residence
    World Commerce & Contracting
  • michael Mainelli.png
    Professor Michael Mainelli
    Executive Chairman
    Z/Yen Group