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This e-book offers a multi-national perspective on factors relating to digital technologies in business-to-business markets. Comprising ten articles in all it features the work of leading authors such as George, S. Day, S. Tamer Cavusgil, Roger J. Calantone and Robert E. Spekman. The first group of articles deals with utilization of information technology by firms as both a marketing tool and a means to manage supply chains effectively. The second group deals with different digital technologies and explores how these have been used to improve firm effectiveness. In sum, the articles provide both theoretical and practical perspectives on the use and utility of various digital technologies in creating business value.
Purpose - To investigate how business-to-business (B2B) firms view the opportunities and threats of the internet and determine which firms are most likely to gain from the internet.
Design/methodology/approach - A nation-wide survey of marketing, sales and MIS managers in B2B firms provides the data necessary to explore the impact of the internet.
Findings - Managers view the internet positively as it will reduce customer service costs and allow firms to tighten relationships with customers. The positive potential outweighs the negative potential of increased competition and new pricing models. However, not all will benefit.
Practical implications - While there is much optimism about the internet, those most likely to benefit are those firms already proficient at forging close customer relationships.
Originality/value - This paper provides lessons about who will benefit from the internet.
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