Technological integration

To achieve strategic Internet marketing goals, B2B organisations will have to plan for integration with customers' and suppliers' systems. Chaffey (2006) describes how a supplier may have to support technical integration with a range of customer e-procurement needs, for example:

1 Links with single customers. Organisations will decide whether a single customer is large enough to enforce such linkage. For example, supermarkets often insist that their suppliers trade with them electronically. However, the supplier may be faced with the cost of setting up different types of links with different supermarket customers.

2 Links with intermediaries. Organisations have to assess which are the dominant intermediaries such as B2B marketplaces or exchanges and then evaluate whether the trade resulting from the intermediary is sufficient to set up links with this intermediary.

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