تاثیر تزریق کسب و کار الکترونیکی بر هماهنگی کانال، تعارض و عملکرد نمایندگی فروش

Manufacturer–reseller interactions are becoming more technology-enabled as channels of distribution increasingly utilize e-business tools on the Internet. This research examines the performance consequences for resellers as these technological advances are applied to distribution activities between channel members. Using a sample of 216 resellers of computer products, the research explores the impact of e-business tools in 2 areas of manufacturer–reseller interactions: supply tasks and demand tasks. The results suggest that e-business in supply tasks increases relationship coordination between manufacturer and reseller, whereas e-business in demand tasks increases coordination as well as conflict within the channel dyad. The increase of conflict constitutes a potential “dark side” of e-business in channel relationships that may provide an explanation for e-business implementation failures and negative returns on investment in technology.

The main goal of this research was to examine e-business infusion in supply and demand tasks and study its impact on reseller performance. The results supported our hypothesized difference between e-business infusion in demand and supply tasks. e-Business tools infused in supply tasks contributed positively to reseller effectiveness, directly improving the state of coordination between a manufacturer and reseller and indirectly improving reseller's economic performance and ability to adapt to changing market conditions. Regarding eBI:demand our findings suggest that it improved coordination in the channel but simultaneously increased conflict. Managers considering e-business infusion should carefully weigh both positive and negative aspects of e-business and manage both for best performance results.