Authors: Christina–Maria Morazzani; Judy Zolkiewski
As we move into the 21st century one of the key challenges facingbusiness market strategists is the extent to which technology is effecting anew mode of business interaction in which electronic interaction has madethe traditional business relationship and network redundant. Is yetanother new business-to-business marketing paradigm needed or despiteinstantaneous, and new modes of, communication will relationshipsremain at the heart of many business markets? This is the question thatinspired this research, which investigated the impact of technology, theInternet and e-commerce on business-to-business relationships in theshipping industry.Our findings suggest that technological developments have had a positiveeffect on the relationships investigated by enabling faster and moreeffective communications although this has meant that relationships havebecome less personal and more task orientated. Additionally, the Internetdid not revolutionize the manner in which business is conducted betweena ship owner and a broker it was used simply as a data warehouse, aprovider of information ? a tool to support relationships not to make themirrelevant.The findings support the notion that relationships and networks are still atthe centre of business markets and suggest that although technology hasdramatically changed the speed at which we do business and the modes ofcommunication we use it has not yet rendered the business relationship orthe personal aspects of doing business redundant. This reinforces ourunderstanding of the critical role of communication in developing,maintaining and enhancing the social bonds formed during personalinteraction in business relationships. The findings also strengthen ourbelief that technology should be seen as an enabler of communication andconduit of data/information rather than as a replacement for personalinteraction and trust in business relationships.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)