Much research shows several implications that business collaboration and knowledge exchange takes place across several inter-organisational network constellations. As organisational boundaries become inter-connected into networks of people and resources there is a need to consider the value and effects of such non-traditional networking businesses. This paper portrays how business managers perceive the role of an organised business network and what values cross-company business networking generate. 16 in-depth interviews form the foundations of this preliminary findings. The research question is: Which are the incentives for participation in business networks? The aim is to better understand incentives and values for participation in order to design and manage the business network organisation more effectively. Our argument is that the specifics of incentives and preconceptions of business networking have big impact on how valuable the actual effects of such network participation are. From this study we also discuss implications of how the network can facilitate and coordinate for increased business opportunities.