The transaction involving between a business and a customer involves a few finished products. (Information Resources Management Association, & Khosrowpour, 2001: 85)The introduction and growth of internet has introduced significant opportunities to the consumers and businesses alike. This means that a business can remain for a whole day in a big market without incurring further expenses like was the norm before the web or when operating a traditional retail shop. Firms have now ability to buy and sell products in a competitive environment while reducing costs at the same time, reduce time when ordering and receive the ordered products. This can effectively increase customer satisfaction and multiply revenues while reducing costs.The businesses world has been enduring fierce competition from the time of evolution and growth of the internet. For the business to survive in the modern market, the business should have the following characteristics: fast rate of production, life cycles of products to be short, be more innovative in the market and be well-organized. There is added pressure to the usability of supply chain. The supply chain should react quickly and effectively in order to effectively respond to the changes happening around in the market, and to create competitive advantage.It is not given that delivery of the right goods to the customers who requires them and at the right price and right time for companies to maintain competitiveness in the market, but it is a key to survive in the market. In result to this, competition has become more important in supply chains rather than between individual companies.Using B2B, a supply chain that is effective can lead to strong competitive advantage for the business. A competitive advantage is the capabilities of an organization that can develop for a better position over its competitors (Li et al. This goal can be achieved in several ways, by starting to create a strong partnership with companies by accepting to work together in order to make the supply chain competitive.In consumer goods the buyer is an individual. In B2B environment there are usually a group of people in a business and each of them may have different tastes and attitudes towards a particular brand. Moreover, each party involved in this transaction may have varying reasons for making the various decisions on buying or otherwise.Since many people are involved in the process of decision making, technical
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