The Potential for Cross-Functional Contributions to B2B E-Commerce Marketing Initiatives: E-Commerce and Purchasing Professionals

While there is a great deal of information in the literature linking purchasing personnel with both supply side and distribution side transactions, there is little evidence of their involvement in setting the design and strategic objectives of their own company's e-commerce activities. Yet, these professionals have much to offer marketing personnel who may be charged with developing e-commerce strategy and Websites. This paper suggests a proactive approach that supports the benefits of such cross-disciplinary collaboration between marketing and purchasing professionals within a firm.