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The essential role of information sharing in relationship development

Sergio Biggemann (Marketing Department, University of Otago School of Business, Dunedin, New Zealand)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 17 August 2012

1983

Abstract

Purpose

This paper aims to report on the role of information sharing in business relationships development.

Design/methodology/approach

This paper is based on a single embedded case study research. Relationships between a large global manufacturer and supplier of imaging products and solutions and two of their major channels, also large retailers with several department stores, were studied. Semi‐structured interviews, participant observation and document reviews were utilised to gather data.

Findings

A two‐dimensional construct of information sharing comprised by mutual disclosure and multi‐contact is proposed to account for this critical attribute of business‐to‐business relationship structure. The author concludes that information sharing fosters inter‐company collaboration, potentially increasing the value that both buyer and supplier can harvest from business relationships.

Research limitations/implications

The findings of this research are not generalisable to one industry or population; however, they have theoretical implications that need validation in a broader context.

Practical implications

Data from the case study suggests that it is the supplier's responsibility to open various information‐sharing channels. Customers would, depending on the levels of trust, use these channels to share valuable information.

Originality/value

Instead of looking at information sharing as an indirect method to transmit persuasive messages, information sharing is seen as a form of collaborative communication that promotes trust and supports business growth.

Keywords

Citation

Biggemann, S. (2012), "The essential role of information sharing in relationship development", Journal of Business & Industrial Marketing, Vol. 27 No. 7, pp. 521-526. https://doi.org/10.1108/08858621211257284

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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