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The Impact of the Extranet on Channel Communications and Relationships

Overview Whilst suppliers realise that sustainable competitive advantages in distribution channels can be created through long-term relationships with valued distributors, they might not be fully aware of the difficulties in obtaining such a relationship. While the successful deployment of intranets has opened the door to the development of extranets, could extranets assist the collaboration between channel members and improve their communication efficiency which would ultimately lead to better channel relationships? This paper begins with the literature on communication and its links to trust, commitment, co-operation and conflict and then turns to examine how an extranet impacts on communications between channel members. This paper, then, proposes a model to explore the impact of extranet on supplier-distributor relationships.

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Publisher: University of Gloucestershire
File Format: PDF
Date Published: Dec 4, 2008
Format: White Papers
Topics: Extranet, Intranet

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