This paper explores the dynamics involved in the role and position transition of a focal actor in a business network as a result of introduction of a new business solution by that focal firm. Having two main classes of customer relationships due to the new business solution, the paper illustrates how the dynamics involved in the customers’ interactions can have consequences for the firm’s role and position in the network. An agent-based model based on an empirical case of a transport service provider is presented. Using agent-based simulation, the paper investigates the role/position change processes of the firm after the adoption of an online auction system. The paper illustrates how the market compositions including micro specifications of customers affect the interaction outcomes of the customers in the auction market at a macro level and hence different roles/positions emerge for the focal actor.