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E-Collaborative Networks: A Case Study on the New Role of the Sales Force

Internet-based developments are generating opportunities for enhancing business-to-business operations. One approach involves the adoption of e-collaborative networks, which have the potential to strengthen communications between the members of a value-chain network. An effective communication interface within the value chain is central to the client’s productivity, and the sales force plays an important role in facilitating this process. Here, we examine an e-collaborative network built and sustained by one global, U.S.-based technology firm. Using an extended case study method, we identify software capabilities that influence e-collaboration and discuss the mediating role of the sales team: (1) monitoring communal involvement, (2) identifying prospective e-collaborative firms, (3) inspiring a cooperative environment, and (4) fostering a sense of trust. We offer performance metrics and suggest implications for the sales force.