An Exploratory Study of the Tasks of Internet

Interaction in Business Associations

Nataša Golik Klanac

Doctoral student, Hanken - Swedish School of Economics and Business Administration, natasa. [email protected] fi


The development of effective business interactions relies greatly on sociable contacts. Yet , due to certain advantages of Net communication, amounts of relationships start to relay progressively on this gregario way of interaction. Therefore , there is a need to examine what functions could and can not Internet communication serve for in corporate relationships. Even though the increasing need for Internet communication in business marriage is identified in amounts of studies, you cannot find any any wide investigation on its roles. Hence, the purpose of this newspaper is to explore the jobs that Net communication offers in business associations. The examination of the latest studies shows that the most highlighted role of Internet is details exchange function. Nevertheless, research indicate too on probability of Internet having other roles such as cultural role and conflict minimizing role. In addition , some bad roles of websites, such as dependence creating role can be found. Even now, more comprehensive studies about such functions are required.


internet interaction, business associations


The development of successful interorganizational relationships is extremely critical in business-tobusiness marketing and is mainly operating out of the quality and quantity of info exchange (Håkansson 1982). Also, numbers of different studies highlight the importance of communication in business relationships (e. g. Dwyer et al 1987; Duncan & Moriarty 1998; Nind & Thomas 2001; Cheng 2001; Huhtinen & Virolainen 2002; Massie & Anderson 2003), showing that that interaction is necessary pertaining to developing good relationships among buyers and suppliers. Therefore , it can be declared that relationships happen to be impossible without communication and study of communication can be fundamentally a report of relationships (Duncan & Moriarty 1998).

Moreover, Kelly et al (2002) possess found that great amount of problems in corporate relationships happen to be communication related problems. Namely, industrial clients rely heavily and intensively on an exact communication method (Borghini & Rinallo 2002). Furthermore, because of the organizations requirement of broadly distributed information and high quality interaction, communication is now an important imply to manage business relationships (Huhtinen & Virolainen 2001).



In addition , some research have pointed out the need for study regarding the impact details technology (IT) on interactions, mentioning it may strengthen interactions but that it might do just the opposite (e. g. Ritter & Geműnden 2003). Internet, like a product of the developments in IT, has evolved the way we communicate and conduct organization. That is, it includes contributed to the introduction of better links and communication among actors in interactions (Allen ou al 1998 and Warkentin et 's 2001). Moreover, Osmonbekov ainsi que al (2002) emphasize that linking throughout the Internet is definitely revolutionizing business-to-business communications and call attention to the effect of Internet about business human relationships. Similarly, Boyle (2001) point out that the usage of Internet is usually associated with larger overall conversation between potential buyers and suppliers, higher info availability and reduced search costs.

However , although the importance of Internet communication in business associations is undeniable, there is a not enough research that distinguishes and interprets functions that Net communication offers in business interactions. Especially negative roles of sites have not received enough interest. Geiger & Martin (1999) point on the need to examine which role Internet can and are unable to play in corporate relationships. Similarly,...

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