Myths and realities of e‐commerce in the perishable foods industries: unleashing the power of reputation and relationship assets

Argues that the Internet does not signal the end of relationships nor level the playing field for powerful buyers and traditionally weak sellers in the perishable foods industries. The Internet and e‐commere are regarded by some as potential barriers to the continued development of vertical supply chain partnerships. Research shows that it is the intangible assets, such as culture, corporate reputation, and relationships with customers, that are the most difficult for competitors to copy and are the foundation for long‐term, success. The power of B2B e‐commerce in the perishable food industries is based on unleashing the value of past investments in reputation and relationship assets.