Frontpage  About
Paper info: Is the Interaction Approach of Any Relevance in an IT/e-commerce


Is the Interaction Approach of Any Relevance in an IT/e-commerce


Pete Naude
Manchester Business School
United Kingdom
Pete Naude ,
Peter Turnbull
University of Birmingham
United Kingdom
Peter Turnbull and
Sheena Leek
University of Birmingham
United Kingdom
Sheena Leek

Place of Publication

The paper was published at the 16th IMP-conference in Bath, U.K in 2000.


Download paper
(418.8 kb)


Since the interaction approach was developed in the early 1980's a number of changes haveoccurred which have dramatically altered the business environment; the change frommanufacturing to services in the more mature economies, globalisation, and the rapidevolution of IT and e-commerce. The development of e-commerce on the Internet isanticipated to have a huge effect on how business is conducted, with predictions that in 2002e-commerce worldwide will be worth $425bn, with 78% of this figure attributed to thebusiness to business market (Financial Times 13th January 1999b). This research is part of amulti-national project examining all these issues. The aim of this paper is to re-examine theinteraction approach in light of the information technology revolution and find out whether itis still a viable model for business to business marketing today. Qualitative semi-structuredinterviews were performed prior to a large postal survey. Our major conclusion is thatalthough IT has altered the dynamics of the interaction process, with the exchange ofproducts/services/finances and information becoming quicker and easier, the interactionapproach is still a viable model for the 21st century. IT has also altered social exchange in theinteraction process leading to relationships becoming more impersonal and more formalisedi.e. the relationship atmosphere has changed and relationships have become more difficult tomanage. Businesses still need to interact, albeit in different ways, interactions remain theheart of successful relationships and successful relationships are fundamental to successfulbusiness.