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Structural Model Of Technology Impact On Customer-Supplier Long-Term Relationships

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  • Communication


As new technologies and new processes (e.g. JIT, CAD, CAM) are adopted by firms, each technology level of the firm is emerging as an important conditioning variable of organizational behavior. Though many researchers of business-to-business marketing area have generated a number of studies of buyer-seller long-term relationships that involve multiple variables, there has been very few studies of the impact of technology on long-term organizational interactions. The basic premise of this paper is that differences in the technology levels of a customer and a supplier lead to different levels of major organizational interaction characteristics and furthermore, possibility of long-term relationship. From this point of view, this paper develops a structural model that explores how customer-supplier long-term relationship is impacted by the technology level of the partner.

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