Partnership alliances in virtual markets

Successful virtual working requires organizations to adopt new approaches towards managing and leading in the following key areas: managing infrastructure, people, information and joint activities/processes. Marketing transformation and integration between the partners’ internal and external activities and relationships are the prerequisites in order to combine their core competencies creating dynamic virtual collaboration networks. In this paper several e‐partner relationship management paradigms are illustrated and categorized according to the degree of integration and e‐marketing/business transformation. The proposed integrated e‐partner relationship management solution offers a systematic process for ensuring that specific partnerships criteria are developed and managed in the most beneficial way for the involved parties in virtual environment.