Value creation based on IT marketing: an exploratory study for developing strategic partnerships in the Greek wood and furniture sectors
by Ioannis Papadopoulos; Marios Trigkas; Anthony Karageorgos; Elli Rapti; Adamantios Sideras
International Journal of Technology Marketing (IJTMKT), Vol. 10, No. 4, 2015

Abstract: The present research reflects opinions concerning consumers' views to the development of IT supported business strategic partnerships in the Greek wood and furniture sectors. In the partnerships considered, participating enterprises aim to develop cross-firm cooperation related to procurement of materials and intermediate products, as well as outsourcing of manufacturing tasks. Research results have shown that the potentiality of developing IT-supported buyer-supplier partnerships could constitute an innovative proposition which is quite applicable to the consumers of wood and furniture products, particularly when considering real time purchases. The results obtained from a pilot implementation indicate that Greek wood and furniture enterprises have not yet managed to sufficiently develop trustworthy relationships among them. Furthermore, it is indicated that the endorsement of IT in business marketing strategies could act as a catalyst for developing trust relationships among stakeholders and provide them with the capability to develop an easy to use, cost effective marketing tool, focusing on individual consumer needs.

Online publication date: Fri, 02-Oct-2015

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