Business-to-business e-commerce and customer relationship management: trends and issues

Abstract

<p>In today's digital economy, involving customers as partners in business relationships is a criterion of success. In the business-to-business marketplace, there are three areas in which corporations can enhance their focus on business customer relationships. These include relational marketing, supply chain management, and customer relationship management. In this paper, we describe how shifts are occurring in these three areas, and how information systems have evolved to play a critical role in supporting the changing focus on the customer business. This is especially important in the context of the current rapid deployment of industriaVvertical marketplaces. Finally, we highlight the difference in emphasis between traditional business and electronic business operations that is needed to support a shift to a customer-focused strategy.</p>