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Paper info: A review of research illustrating the impacts of digitization on the buyer-seller relationships

Title


A review of research illustrating the impacts of digitization on the buyer-seller relationships

Authors


Jari Salo
University of Oulu
Finland
Jari Salo ,
Kimmo Alajoutsijärvi
University of Oulu
Finland
Kimmo Alajoutsijärvi and Timo Koivumaki

Place of Publication


The paper was published at the 21st IMP-conference in Rotterdam, Netherlands in 2005.

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Abstract


From the 1970s onwards the number of publications discussing business relationship, buyer-seller relationships, and inter-organizational relationships has mushroomed. New emerging trend in these studies is the focus on technology usage to create value. Despite the fact that there has been a lot of research illustrating the impacts of digitization on buyer-seller relationships the field is still highly inconsistent and fragmented. Too often, studies start their introduction by stating that there is no research whatsoever in this area or acknowledge only a few of them. Inspired by this ambiguity, the purpose of this article is to compile an assessment of the state of the field of the impacts of digitization on buyer-seller relationships. First, literature reviews were conducted using multiple databases. Second, literature was analyzed accordingly and basis of that a classification was formed. As a review of studies, this paper attempts to provide a consistent description of the phenomenon as well as tries to create a solid foundation from which rigorous further studies can be launched. A classification of the previous studies describing the affects of digitization on business relationships is based on process and structure dimension of business relationships. This classification identifies current study areas as well as pinpoints gaps that are more or less under researched. Thus, this paper attempts to unify ideas and isolate further research voids for academics as well as managers when trying to understand the digitized logic of future buyer-seller relationships. The paper concludes with a description of the limitations of the study and suggests avenues for future research.