ScholarWorks at University of Montana

Title

Leveraging Internet Technologies In B2B Relationships

Authors

Sandy D. Jap, Emory University
Jakki J. Mohr, University of Montana - MissoulaFollow

Document Type

Article

Publication Title

California Management Review

Publication Date

Summer 2002

Volume

44

Issue

4

Disciplines

Business | Marketing

Abstract

Why is it that two firms can use the Internet in the same way (e.g., to reach new customers) and achieve very different outcomes? How can firms better allocate and subsequently leverage the investments they make in Internet technologies? This article shows that e-commerce technologies cannot be successfully leveraged without considering the organizational relationships in which the technologies are being embedded. By properly matching the B2B context with Internet technologies, firms can be in a better position not only to achieve significant economic outcomes, but also to attain sustainable competitive advantages, improve coordination and collaboration processes, and decrease channel resistance.

Comments

See original publication in JSTOR.

Recommended Citation

Jap, Sandy D. and Mohr, Jakki J., "Leveraging Internet Technologies In B2B Relationships" (2002). Management and Marketing Faculty Publications. 1.
https://scholarworks.umt.edu/manmark_pubs/1