The adoption of communication technologies that link marketing channel members has modified the way buyers and sellers interact. These technologies, termed interorganizational systems (IOS), are electronic buyer‐seller information exchanges that are implemented to facilitate business transactions and increase efficiency, competitiveness and profitability for participant companies. Shows how differences in buyer and seller perceptions and benefits IOS exist in early stages of implementation. Describes the IOS induced “Relationship Satisfaction Gap” and then offers thoughts and recommendations on how to close this gap. Believes that this gap is minimized when exchange partners are co‐operative and exhibit a high degree of understanding and commitment to the other party as implementation occurs. Additional factors that minimize the gap include trust that has evolved in the relationship over time, the existing mutually accepted power balance, the level of importance that the exchange partner represents from a strategic perspective and the general relationship structure.
Journal of Marketing Practice: Applied Marketing Science – Emerald Publishing
Published: Jun 1, 1997
Keywords: Alliances; Channel relations; Communications technology; Information systems
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