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Based on a research project looking at user‐supplier interactions in the context of AMT, attempts to discuss an alternative to the measurement of success, based on a close scrutiny of user‐supplier interaction processes. Closely examines a variety of factors which are both internal and external in nature. Presents some key factors which have been identified as facilitators or inhibitors for the implementation of AMT and also draws some comparisons with key findings from other studies and in similar areas of research.

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