Why is it that the two firms can use the Internet in the same way (for example, to attract new customers) and to achieve very different results? As companies better select, and then rely on the investment they make in Internet technology? This article shows that e-commerce technologies can not be successful without leverage organizational relationships in which technologies are embedded. Correctly corresponding B2B communications with Internet technologies, the company may be in a better position not only to achieve significant economic benefits, but also to achieve a sustainable competitive advantage, improve coordination and cooperation processes and reduce the resistance of the channel. "Hide
by Sandy Jap, Jakki J. Mohr Source: California Management Review 16 pages. Publication Date: July 1, 2002. Prod. #: CMR233-PDF-ENG
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