The Effect of E-Business in B2B Relationships

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Author(s): Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)and Nondas Pitticas (University of the West of Scotland, Greece)
Copyright: 2014
Pages: 18
Source title: Strategic Marketing in Fragile Economic Conditions
Source Author(s)/Editor(s): Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
DOI: 10.4018/978-1-4666-6232-2.ch014

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter examines whether the changes that take place in the global business environment have modulated the way firms do business or whether it is simply transient details that have caused such excitement. Should firms be wary of any proclamations of “new” ways of doing business? Or should they ignore changes of the business environment? Semi-structured in-depth interviews were conducted in 3 focus groups of managers from 3 major firms operating in Greece. In addition, a quantitative research in 29 B2B firms was conducted. The influence of globalization, the intense competition, and new technologies in B2B e-commerce are external factors that raise problems and complexities in the future direction of firms. There is also a gap caused by the lack of an innovation culture between top and lesser management. Businesses are required to modernise their practices to move from their present situation at the level of the second industrial revolution of “old economy” to the third industrial revolution of “new era economy.”

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