Paper info: Relational Effects on Electronic Channel Relationship Development: A Giftware Manufacturer-Retailer Case Study
Relational Effects on Electronic Channel Relationship Development: A Giftware Manufacturer-Retailer Case Study
Mary T. Holden and Tom O
Place of Publication
The paper was published at the 16th IMP-conference in Bath, U.K in 2000.
The rapid integration of information and telecommunications technology is facilitating theelectronic flow of information across organizational boundaries. Most inter-organizationalrelationships have an electronic component often referred to as an inter-organizationalinformation system (IOS) (see Suomi, 1994). This paper concentrates on relational effects onthe development of integrated electronic relationships. Specifically, we report on a casestudy of a branded manufacturer of giftware and one of its retail partners. The core processfound to affect the evolution of the electronic relationship was that of communication whichincludes information exchange patterns. Our main conclusion is that while operationalbenefits from IOSs are deliverable in many instances further benefits only occur where arelational structure facilitates their exploitation.