Neuburger, Rahild

Niggl, Johann

Picot, Arnold

English

Open Access LMU

International Journal of Information Management (1993), 13 (243-248) The authors are at the Institute of Organ-ization, Seminar of Research in Informa-tion and Communication, Ludwig Maximi-lians University Munich, Ludwigstrasse 28, 8000 Munich 22, Germany. lpICOT, A. AND REICHWALD, R. (1987). Bürokommunikation, Leitsätze für den An wender, AlT, Hallbergmoos, pp. 35-36. Management Perspectives of Electronic Data Interchange Systems A. PICOT, R. NEUBURGER AND J. NIGGL Relationships between firms and their environment in the field of communication are various and manifold. There is one form of communication that is increasingly attracting particular attention. It is based on the electronic interchange of business documents between the computer systems of separate firms (electronic data interchange systems). The success of electronic data interchange systems mainly depends on the acceptance and the diffusion of standardized formats. Complicated bilateral agreements should be substituted by standards to allow for open system interconnection. But electronic data interchange systems do not only imply the introduction of new technology and substitution of paper by electronic means. This form of communication has various impacts on efficiency, organizational structure and corporate policy, which have to be thoroughly considered by a corporate management. Interorganizational communication Interorganizational communication relates to the exchange of informa-tion between independent corporations or other organizations. This type of communication mainly deals with transactions for goods and services. In addition, interorganizational communication also covers the exchange of data in the field of research, development and manufactur-ing or the transfer of information to public authorities (e.g. customs). More than 40 per cent of interorganizational communication is handled by the written media, in particular by documents that accom-pany business transactions. 1 Such documents are mainly prepared, generated and processed by internal management information systems and by transaction-oriented systems. However, once they are electroni-cally produced, they are printed and sent by mail to the addressee. On the receiver's side the document, once more, becomes an input into the computer system. The main weaknesses of this kind of interorganizational communicat-ing are: long transmission and lead times; high costs of administration; and increasing prob ability of errors. Overcoming such weaknesses is the main driving force for electronic data interchange systems. Direct communication between computer systems of the two organizations helps to exploit a considerable potential for increasing efficiency and improving competitiveness. The concept of electronic data interchange systems A crucial component of electronic data interchange systems is the exchange of commercial and technical data on the basis of standardized formats between computers of different organizations using electronic transmission and allowing for continuous, even online, processing. 0268--4012193/04 0243-06 © 1993 Butterworth-Heinemann LId 243 Management perspectives of electronic data interchange systems 2VON MAAREN, H.C. (1989). The EDIFACT Standard, EDI-Forum, Journal o[ Elec-tronic Data Interchange, 2, pp. 106--111. 3EDI-FORUM (1989). Journal o[ Electronic Data Interchange, 2; EDITORIAL (1990). ELEDIS Journal, pp. 1-5; HANSEN, LV. AND HILL, N.C. (1989). Control and audit of electronic data interchange, MIS Quarter-ly, 13, pp. 403-413. 244 Inter-industrial I ndustry-oriented ANSI X.12 TRADACOMS VDA SEDAS National EDIFACT ODETTE RINET SWIFT International Figure 1. Standards in the environment of electronic data interchange systems. Abbreviations - ANSI X.12: American National Standards Institute X.12; TRADACOMS: Trading Data Communications Standards; VDA: Verband der Deutschen Automobilindustrie (Association of German Automobile Producers); SEDAS: Standardregelungen einheitlicher Datenaustausch-Systeme (Standard Rules of Uniform Data Interchange Systems); EDIFACT: Electronic Data Interchange for Administration, Com-merce and Transport; ODETTE: Organization for Data Exchange by Teletransmission in Europe; RINET: Reinsurance and Insurance Network; SWIFT: Society for Worldwide Interbank Financial Telecommunication. As interorganizational electronic communication interconnects, in many cases, hardware and software of different suppliers, the realiza-tion of such a concept is not at all trivial. The incompatibility of systems can only be overcome by mutual agreements on protocols and formats. Such agreements would be inefficient when many communication partners are involved, therefore the substitution of individual bilateral agreements by widely accepted standards is an efficient solution to the outlined problems. However, reality does not support that picture. Today, a variety of standards has been developed, partly industry-oriented, partly restricted to national areas. Several standards have already reached some dif-fusion. They compete with an overall standard such as EDIFACT, which could serve as an inter-industry and international standard for electronic data interchange systems. The EDIFACT-standard has been initiated by the United Nations and was developed by the Economic Commission for Europe involving many national and supranational standardization institutions and other economic associations,2 as Figure 1 illustrates. Open communication on the basis of EDIFACT-standards The question today is not whether electronic data interchange systems can spread in the economic world - practical experience as well as research show a definite trend towards this new form of communication. 3 The real problem is whether the existing specialized standards can be substituted by a comprehensive world standard. This kind of development is a precondition for worldwide, open interorgani-zational communication on a modern technical basis. As the EDIFACT-standard was developed later than the specific standards, diffusion of EDIFACT is difficult. Once a network of communication partners has decided to adopt a special industry or national standard, changes become onerous. Switching costs as well as organizational adaptations inhibit a swift acceptance of a new, and presumably better, overall world standard. This can even be the case if a 4FARRELL, J. AND SALONER, G. (1987). Competition, compatibility and standards: the economics of horses, penguins and lemmings, ci ted in Product Standardization and Competitive Strategy (L. Gabel, ed.), Elsevier Science Publishers B.Y., Amster-dam, pp. 1-21. spICOT, A., NEUBURGER, R. AND NIGGL, J. (1991). Ökonomische Perspektiveneines 'Electronic Data Interchange' , Information Management, 5, pp. 22-29. A. PICOT, R. NEUBURGER AND J. NIGGL Benefit by electronic data interchange systems using special standards or EDIFACT EDIFACT Special standard Number of partners that can be reached with a standard Figure 2. The benefits of electronic data interchange systems with respect to different standards comprehensive switching to EDIFACT produces considerable addi-tional benefits for a company. Figure 2 shows the different prospects in terms of benefits that can be gained by specialized standards and by EDIFACT. The difference between EDIFACT and the specialized standards is due to the wider reach of EDIFACT, as it is possible to also reach partners in other industries and other countries, which increases the benefits of electronic data interchange systems. The individual switching decision depends on the expectations about the probability of realizing additional benefits. These expectations coincide with the diffusion prospects. As the decision-maker cannot be sure that all the other partners will also shift to the new standard, it is a risk for hirn to invest in a new standard wh ich might not allow hirn to reach a11 his partners. He will wait, therefore, for others to switch to the new standard before he makes the decision, even if his potential benefits are high. This poses a dilemma: although a new standard would lead to higher benefits for all involved, switching from the old to the new standard does not take place ('excess inertia').4 However, there are some possibilities for solving this problem: intensifying information and communication about this problem can lead to more switching decisions and to more trust with respect to the acceptance of the new standard. Conversion services can facilitate the move from one standard to another; professional and industrial associations can further the switch-ing to the new standard. Public authorities as weIl as large companies can act as pioneers, thereby signalling to other organizations that the standard deserves trust and will spread. Arecent decision of the Siemens corporation represents an example for the last point: Siemens has decided to use EDIFACT in extern al communication in logistics. A similar decision of the Bertelsmann corporation has been reported. It must be mentioned that even under EDIFACT, a mutual agree-ment on message types used is necessary in order to start an effective electronic data interchange systems communication. Strategie and organizational eonsequenees of eleetronie data interehange systems New dimensions of the accomplishment of tasks and transactions are the focus of the following considerations. 5 Open electronic communication As outlined above, electronic data interchange systems offer a con-245 Management perspectives of electronic data interchange systems 6pICOT, A. (1991). Ein neuer Ansatz zur Gestaltung der Leistungstiefe, Zeitschrift für betriebs wirtschaftliche Forschung, 43, f,p. 336-357. For example, MILES, R.E. AND SNOW, C.C. (1986). Network organizations: new con-cepts for new forms, McKinsey Quarterly, 10, pp. 53-66. 8SIERSCHENK, M. (1990). EDI-Anwen-dungspraxis: VDA-ODETIE-EDIFACT, cited in ED1 90 by EWI Gesellschaft für Europäische Wirtschaftsinformatik mbR, Starnberg, pp. 221-248. 246 tinuous processing of transactions and documents between organiza-tions. Therefore the efficiency of internal and extern al communication patterns and of organizational processes will be increased. However, one has to keep in mind questions of data security and data protection. Such questions become important the more open electronic data interchange systems are designed. Disappearance of tradition al functions Many manual functions and tasks that had to be fulfilled for traditional forms of interorganizational communication and intra-organizational processing are being substituted by electronic means (e.g. mail and post al services, checking of invoices, input of data). New requirements Electronic data interchange systems demand new forms of documenta-tion, auditing and archives in order to cope with the new technical situation. As most transactions are directly related to accounting data and legal requirements, this aspect has to be dealt with thoroughly. New patterns of vertical integration The availability of rapid and powerful interorganizational electronic communication supports trends towards more vertical disintegration. Customers and suppliers, as weIl as other services, can fulfil functions that have so far been taken care of by the organization. Thus, the organization can focus its resources on strategically important co re activities. 6 This also leads to more network-type interorganizational patterns.7 Emergence of new ideas, strategies and business opportunities Electronic commercial transactions induce a generation of new entre-preneurial ideas. New patterns of vertical integration have already been mentioned. The interorganizational electronic communication infra-structure also facilitates strategie partnerships and alliances. Thus a selective exploitation of synergies for increased competitive advantages can be achieved without undergoing all the risks and inflexibilities that occur with full-scale mergers. Organizational consequences Electronic data interchange systems also help to ereate new services, such as value-added networks and new service concepts in logistics.8 As a consequence such new business opportunities, in conjunction with the earlier mentioned internal adaptations, change the way business pro-cesses are organized and managed: • More process orientation in organizational design and management. Electronic data interchange systems integrate information flow and transactions between and within organizations. Thus, the traditional hierarchical orientation in the design of organizational structures has to step aside in favour of process orientation. The subsidiary function of hierarchy becomes clearer and an integrated and continuous business process becomes of paramount importance. This demands that staff and management gain new qualifications. • New chances for modern concepts in logistics. A combination of 9BENJAMIN, R.J., MALONE, T.W. AND YATES, J.A. (1986). Electronic Markets and Elec-tronic Hierarchies: Effects of Information Technology on Market Structures and Corporate Strategies, Working Paper (90s:86-017), MIT, Cambridge, MA; HUB-MANN, H.-E. (1989). Elektronisierung von Beschaffungsmärkten und Beschaffungs-hierarchien, VVF, München. Critical mass of electronic data interchange systems Reached Not yet reached A. PICOT, R. NEUBURGER AND J. NIGGL Nature of interorganizational transaction Open Closed (standardized goods) (specific goods) Electronic market Electronic hierarchy Conventional and electronically supported coordination Figure 3. Coordination modes resulting trom electronic data interchange systems (adapted trom Hubmann, H.-E. (1989). Elektronisierung von Beschaffungsmärkten und Beschaffungshierarchien, VVF, München, p.89) electronic data interchange systems with just-in-time concepts ofters new opportunities in logistics. • Intensified integration with customers and suppliers. Integrated inter-organizational communication, on the basis of electronic data inter-change systems, changing patterns of vertical integration and new forms of interorganizational networking, calls for the adaptation of contractual arrangements as weIl as for new ways of social relations. Electronic data interchange systems not only demand a relational contract mode that covers the main principles of interorganizational commercial communication between the systems involved (data security, liability, crisis management, data protection, etc.) - the emerging new forms of interorganizational cooperation also demand more trusting relationships, less antagonism and the maintenance of a good atmosphere, so that real 'win-win'-partnerships can evolve. • Electronic hierarchies and/or markets. Figure 3 shows the contingen-cies under which electronic data interchange systems create electro-nic markets or electronic hierarchies. Interorganizational relations develop towards an electronic hierarchy if specific goods are ex-changed and a critical mass of electronic data interchange systems has been reached. In the case of specific goods, the relationship becomes to a certain extent exclusive and calls for a quasi-integration. On the other hand, electronic markets evolve if standardized goods are exchanged and if the critical mass of electronic data interchange systems has been reached. Thus, it depends on the character of the transactions involved whether electronic data interchange systems will further markets and their transparency or interorganizational integration and possible dependency. 9 Electronic markets and electronic hierarchies both offer chances and risks. These have to be identified and taken into account. Electronic markets offer a quick and direct access to various informa-tion. They restrict opportunities for an exclusive and quasi-monopolistic supply due to the increased transparency and standard-ization of the market. Electronic hierarchies, on the other hand, demand clear judgement about the roles that the partners want to take (subordinate, superordinate or peer). • Intensified competition. Electronic data interchange systems change the driving forces of competition - especially the role of time and speed increases. In the case of electronic hierarchies, the German situation teaches that under certain conditions between the supplier and manufacturer even the emergence of factual concerns (Faktischer Konzern) can be observed, which also influences the situation of 247 Management perspectives of electronic data interchange systems lONAGEL, B., RIESS, B. AND THEIS, G. (1989). Der faktische Just-in-Time-Konzern - Unternehmensübergreifende Rationalisierungskonzepte und Konzern-recht am Beispiel der Automobilindustrie, Der Betrieb, 42, pp. 1505-1511; SCHEF-FLER, E. (1990). Der qualifizierte faktische Konzern, Die Aktiengesellschaft, 34, pp. 173--178. 248 100 B 1 Ba ,,0 c 70 0 :;:; cu E L.. ..2 c 4-0 " > OJ ...J 30 Time Figure 4. Decision time and level of information. Bo: the traditional development of information level for adecision; B,: the necessary development of information level under new conditions competition. lO Time as a factor in competition demands more flexibility and quicker re action from all parties involved, especially management decision processes, which have to be adapted to the new environment al conditions (Figure 4). For example, if a company is used to making a certain decision (e.g. whether to engage in an offer or not) at an information level of 70 per cent, this can be reached by tradition al information gathering and decision procedures (Bo) at to. This decision time was sufficient in the past. However, the speeding-up of interorganizational communication by electronic data inter-change systems calls for a quicker re action at t1 . If internal proce-dures were not changed, the company at to would have reached an information level of only 30 per cent. This would mean that higher risks in decision-making would have to be taken. Therefore, under the new conditions, internal procedures must be developed so that at t1 an information level of 70 per cent can be reached. This is symbolized by the slope BI' Possible measures are: better access to internal and extern al databases; increasing the qualifications of personneI; integration of work organization; reduction of division of labour; and delegation of responsibilities. Summary Electronic data interchange systems are not only technical devices used on the operation al level of business transactions, but they imply considerable organizational as weIl as strategie challenges and chances that have to be taken into account by management in order to exploit the potential benefits of this infrastructural innovation. Cases, observa-tions and practical experience in Europe as weIl as in North America prove that it is necessary to see the introduction of electronic data interchange systems as a management task that involves decision making and adaptations of the kind outlined above. 

Management perspectives of electronic data interchange systems

Universität München: Elektronischen Publikationen

International Journal of Information Management (1993), 13 (243-248) 
The authors are at the Institute of Organ-
ization, Seminar of Research in Informa-
tion and Communication, Ludwig Maximi-
lians University Munich, Ludwigstrasse 28, 
8000 Munich 22, Germany. 
lpICOT, A. AND REICHWALD, R. (1987). 
Bürokommunikation, Leitsätze für den 
An wender, AlT, Hallbergmoos, pp. 35-
36. 
Management Perspectives of 
Electronic Data Interchange 
Systems 
A. PICOT, R. NEUBURGER AND J. NIGGL 
Relationships between firms and their environment in the field of communication 
are various and manifold. There is one form of communication that is increasingly 
attracting particular attention. It is based on the electronic interchange of business 
documents between the computer systems of separate firms (electronic data 
interchange systems). The success of electronic data interchange systems mainly 
depends on the acceptance and the diffusion of standardized formats. Complicated 
bilateral agreements should be substituted by standards to allow for open system 
interconnection. But electronic data interchange systems do not only imply the 
introduction of new technology and substitution of paper by electronic means. 
This form of communication has various impacts on efficiency, organizational 
structure and corporate policy, which have to be thoroughly considered by a 
corporate management. 
Interorganizational communication 
Interorganizational communication relates to the exchange of informa-
tion between independent corporations or other organizations. This 
type of communication mainly deals with transactions for goods and 
services. In addition, interorganizational communication also covers the 
exchange of data in the field of research, development and manufactur-
ing or the transfer of information to public authorities (e.g. customs). 
More than 40 per cent of interorganizational communication is 
handled by the written media, in particular by documents that accom-
pany business transactions. 1 Such documents are mainly prepared, 
generated and processed by internal management information systems 
and by transaction-oriented systems. However, once they are electroni-
cally produced, they are printed and sent by mail to the addressee. On 
the receiver's side the document, once more, becomes an input into the 
computer system. 
The main weaknesses of this kind of interorganizational communicat-
ing are: long transmission and lead times; high costs of administration; 
and increasing prob ability of errors. Overcoming such weaknesses is the 
main driving force for electronic data interchange systems. Direct 
communication between computer systems of the two organizations 
helps to exploit a considerable potential for increasing efficiency and 
improving competitiveness. 
The concept of electronic data interchange systems 
A crucial component of electronic data interchange systems is the 
exchange of commercial and technical data on the basis of standardized 
formats between computers of different organizations using electronic 
transmission and allowing for continuous, even online, processing. 
0268--4012193/04 0243-06 © 1993 Butterworth-Heinemann LId 243 
Management perspectives of electronic data interchange systems 
2VON MAAREN, H.C. (1989). The EDIFACT 
Standard, EDI-Forum, Journal o[ Elec-
tronic Data Interchange, 2, pp. 106--111. 
3EDI-FORUM (1989). Journal o[ Electronic 
Data Interchange, 2; EDITORIAL (1990). 
ELEDIS Journal, pp. 1-5; HANSEN, LV. 
AND HILL, N.C. (1989). Control and audit of 
electronic data interchange, MIS Quarter-
ly, 13, pp. 403-413. 
244 
Inter-
industrial 
I ndustry-
oriented 
ANSI X.12 
TRADACOMS 
VDA 
SEDAS 
National 
EDIFACT 
ODETTE 
RINET 
SWIFT 
International 
Figure 1. Standards in the environment of electronic data interchange 
systems. Abbreviations - ANSI X.12: American National Standards 
Institute X.12; TRADACOMS: Trading Data Communications Standards; 
VDA: Verband der Deutschen Automobilindustrie (Association of German 
Automobile Producers); SEDAS: Standardregelungen einheitlicher 
Datenaustausch-Systeme (Standard Rules of Uniform Data Interchange 
Systems); EDIFACT: Electronic Data Interchange for Administration, Com-
merce and Transport; ODETTE: Organization for Data Exchange by 
Teletransmission in Europe; RINET: Reinsurance and Insurance Network; 
SWIFT: Society for Worldwide Interbank Financial Telecommunication. 
As interorganizational electronic communication interconnects, in 
many cases, hardware and software of different suppliers, the realiza-
tion of such a concept is not at all trivial. The incompatibility of systems 
can only be overcome by mutual agreements on protocols and formats. 
Such agreements would be inefficient when many communication 
partners are involved, therefore the substitution of individual bilateral 
agreements by widely accepted standards is an efficient solution to the 
outlined problems. 
However, reality does not support that picture. Today, a variety of 
standards has been developed, partly industry-oriented, partly restricted 
to national areas. Several standards have already reached some dif-
fusion. They compete with an overall standard such as EDIFACT, 
which could serve as an inter-industry and international standard for 
electronic data interchange systems. The EDIFACT-standard has been 
initiated by the United Nations and was developed by the Economic 
Commission for Europe involving many national and supranational 
standardization institutions and other economic associations,2 as 
Figure 1 illustrates. 
Open communication on the basis of EDIFACT-
standards 
The question today is not whether electronic data interchange systems 
can spread in the economic world - practical experience as well as 
research show a definite trend towards this new form of 
communication. 3 The real problem is whether the existing specialized 
standards can be substituted by a comprehensive world standard. This 
kind of development is a precondition for worldwide, open interorgani-
zational communication on a modern technical basis. 
As the EDIFACT-standard was developed later than the specific 
standards, diffusion of EDIFACT is difficult. Once a network of 
communication partners has decided to adopt a special industry or 
national standard, changes become onerous. Switching costs as well as 
organizational adaptations inhibit a swift acceptance of a new, and 
presumably better, overall world standard. This can even be the case if a 
4FARRELL, J. AND SALONER, G. (1987). 
Competition, compatibility and standards: 
the economics of horses, penguins and 
lemmings, ci ted in Product Standardization 
and Competitive Strategy (L. Gabel, ed.), 
Elsevier Science Publishers B.Y., Amster-
dam, pp. 1-21. 
spICOT, A., NEUBURGER, R. AND NIGGL, J. 
(1991). Ökonomische Perspektiveneines 
'Electronic Data Interchange' , Information 
Management, 5, pp. 22-29. 
A. PICOT, R. NEUBURGER AND J. NIGGL 
Benefit by electronic 
data interchange systems 
using special standards 
or EDIFACT 
EDIFACT 
Special standard 
Number of partners that can be reached with a standard 
Figure 2. The benefits of electronic data interchange systems with respect 
to different standards 
comprehensive switching to EDIFACT produces considerable addi-
tional benefits for a company. 
Figure 2 shows the different prospects in terms of benefits that can be 
gained by specialized standards and by EDIFACT. The difference 
between EDIFACT and the specialized standards is due to the wider 
reach of EDIFACT, as it is possible to also reach partners in other 
industries and other countries, which increases the benefits of electronic 
data interchange systems. 
The individual switching decision depends on the expectations about 
the probability of realizing additional benefits. These expectations 
coincide with the diffusion prospects. As the decision-maker cannot be 
sure that all the other partners will also shift to the new standard, it is a 
risk for hirn to invest in a new standard wh ich might not allow hirn to 
reach a11 his partners. He will wait, therefore, for others to switch to the 
new standard before he makes the decision, even if his potential benefits 
are high. 
This poses a dilemma: although a new standard would lead to higher 
benefits for all involved, switching from the old to the new standard 
does not take place ('excess inertia').4 However, there are some 
possibilities for solving this problem: intensifying information and 
communication about this problem can lead to more switching decisions 
and to more trust with respect to the acceptance of the new standard. 
Conversion services can facilitate the move from one standard to 
another; professional and industrial associations can further the switch-
ing to the new standard. Public authorities as weIl as large companies 
can act as pioneers, thereby signalling to other organizations that the 
standard deserves trust and will spread. Arecent decision of the 
Siemens corporation represents an example for the last point: Siemens 
has decided to use EDIFACT in extern al communication in logistics. A 
similar decision of the Bertelsmann corporation has been reported. 
It must be mentioned that even under EDIFACT, a mutual agree-
ment on message types used is necessary in order to start an effective 
electronic data interchange systems communication. 
Strategie and organizational eonsequenees of 
eleetronie data interehange systems 
New dimensions of the accomplishment of tasks and transactions are the 
focus of the following considerations. 5 
Open electronic communication 
As outlined above, electronic data interchange systems offer a con-
245 
Management perspectives of electronic data interchange systems 
6pICOT, A. (1991). Ein neuer Ansatz zur 
Gestaltung der Leistungstiefe, Zeitschrift 
für betriebs wirtschaftliche Forschung, 43, 
f,p. 336-357. 
For example, MILES, R.E. AND SNOW, C.C. 
(1986). Network organizations: new con-
cepts for new forms, McKinsey Quarterly, 
10, pp. 53-66. 
8SIERSCHENK, M. (1990). EDI-Anwen-
dungspraxis: VDA-ODETIE-EDIFACT, 
cited in ED1 90 by EWI Gesellschaft für 
Europäische Wirtschaftsinformatik mbR, 
Starnberg, pp. 221-248. 
246 
tinuous processing of transactions and documents between organiza-
tions. Therefore the efficiency of internal and extern al communication 
patterns and of organizational processes will be increased. However, 
one has to keep in mind questions of data security and data protection. 
Such questions become important the more open electronic data 
interchange systems are designed. 
Disappearance of tradition al functions 
Many manual functions and tasks that had to be fulfilled for traditional 
forms of interorganizational communication and intra-organizational 
processing are being substituted by electronic means (e.g. mail and 
post al services, checking of invoices, input of data). 
New requirements 
Electronic data interchange systems demand new forms of documenta-
tion, auditing and archives in order to cope with the new technical 
situation. As most transactions are directly related to accounting data 
and legal requirements, this aspect has to be dealt with thoroughly. 
New patterns of vertical integration 
The availability of rapid and powerful interorganizational electronic 
communication supports trends towards more vertical disintegration. 
Customers and suppliers, as weIl as other services, can fulfil functions 
that have so far been taken care of by the organization. Thus, the 
organization can focus its resources on strategically important co re 
activities. 6 This also leads to more network-type interorganizational 
patterns.7 
Emergence of new ideas, strategies and business opportunities 
Electronic commercial transactions induce a generation of new entre-
preneurial ideas. New patterns of vertical integration have already been 
mentioned. The interorganizational electronic communication infra-
structure also facilitates strategie partnerships and alliances. Thus a 
selective exploitation of synergies for increased competitive advantages 
can be achieved without undergoing all the risks and inflexibilities that 
occur with full-scale mergers. 
Organizational consequences 
Electronic data interchange systems also help to ereate new services, 
such as value-added networks and new service concepts in logistics.8 As 
a consequence such new business opportunities, in conjunction with the 
earlier mentioned internal adaptations, change the way business pro-
cesses are organized and managed: 
• More process orientation in organizational design and management. 
Electronic data interchange systems integrate information flow and 
transactions between and within organizations. Thus, the traditional 
hierarchical orientation in the design of organizational structures has 
to step aside in favour of process orientation. The subsidiary function 
of hierarchy becomes clearer and an integrated and continuous 
business process becomes of paramount importance. This demands 
that staff and management gain new qualifications. 
• New chances for modern concepts in logistics. A combination of 
9BENJAMIN, R.J., MALONE, T.W. AND YATES, 
J.A. (1986). Electronic Markets and Elec-
tronic Hierarchies: Effects of Information 
Technology on Market Structures and 
Corporate Strategies, Working Paper 
(90s:86-017), MIT, Cambridge, MA; HUB-
MANN, H.-E. (1989). Elektronisierung von 
Beschaffungsmärkten und Beschaffungs-
hierarchien, VVF, München. 
Critical mass of 
electronic data 
interchange 
systems 
Reached 
Not yet reached 
A. PICOT, R. NEUBURGER AND J. NIGGL 
Nature of interorganizational transaction 
Open Closed 
(standardized goods) (specific goods) 
Electronic market Electronic hierarchy 
Conventional and electronically 
supported coordination 
Figure 3. Coordination modes resulting trom electronic data interchange 
systems (adapted trom Hubmann, H.-E. (1989). Elektronisierung von 
Beschaffungsmärkten und Beschaffungshierarchien, VVF, München, 
p.89) 
electronic data interchange systems with just-in-time concepts ofters 
new opportunities in logistics. 
• Intensified integration with customers and suppliers. Integrated inter-
organizational communication, on the basis of electronic data inter-
change systems, changing patterns of vertical integration and new 
forms of interorganizational networking, calls for the adaptation of 
contractual arrangements as weIl as for new ways of social relations. 
Electronic data interchange systems not only demand a relational 
contract mode that covers the main principles of interorganizational 
commercial communication between the systems involved (data 
security, liability, crisis management, data protection, etc.) - the 
emerging new forms of interorganizational cooperation also demand 
more trusting relationships, less antagonism and the maintenance of a 
good atmosphere, so that real 'win-win'-partnerships can evolve. 
• Electronic hierarchies and/or markets. Figure 3 shows the contingen-
cies under which electronic data interchange systems create electro-
nic markets or electronic hierarchies. Interorganizational relations 
develop towards an electronic hierarchy if specific goods are ex-
changed and a critical mass of electronic data interchange systems has 
been reached. In the case of specific goods, the relationship becomes 
to a certain extent exclusive and calls for a quasi-integration. On the 
other hand, electronic markets evolve if standardized goods are 
exchanged and if the critical mass of electronic data interchange 
systems has been reached. Thus, it depends on the character of the 
transactions involved whether electronic data interchange systems 
will further markets and their transparency or interorganizational 
integration and possible dependency. 9 
Electronic markets and electronic hierarchies both offer chances 
and risks. These have to be identified and taken into account. 
Electronic markets offer a quick and direct access to various informa-
tion. They restrict opportunities for an exclusive and quasi-
monopolistic supply due to the increased transparency and standard-
ization of the market. Electronic hierarchies, on the other hand, 
demand clear judgement about the roles that the partners want to 
take (subordinate, superordinate or peer). 
• Intensified competition. Electronic data interchange systems change 
the driving forces of competition - especially the role of time and 
speed increases. In the case of electronic hierarchies, the German 
situation teaches that under certain conditions between the supplier 
and manufacturer even the emergence of factual concerns (Faktischer 
Konzern) can be observed, which also influences the situation of 
247 
Management perspectives of electronic data interchange systems 
lONAGEL, B., RIESS, B. AND THEIS, G. 
(1989). Der faktische Just-in-Time-
Konzern - Unternehmensübergreifende 
Rationalisierungskonzepte und Konzern-
recht am Beispiel der Automobilindustrie, 
Der Betrieb, 42, pp. 1505-1511; SCHEF-
FLER, E. (1990). Der qualifizierte faktische 
Konzern, Die Aktiengesellschaft, 34, 
pp. 173--178. 
248 
100 
B
1 Ba 
,,0 
c 70 0 
:;:; 
cu 
E 
L.. 
..2 
c 
4-
0 
" > OJ 
...J 
30 
Time 
Figure 4. Decision time and level of information. Bo: the traditional 
development of information level for adecision; B,: the necessary 
development of information level under new conditions 
competition. lO Time as a factor in competition demands more 
flexibility and quicker re action from all parties involved, especially 
management decision processes, which have to be adapted to the new 
environment al conditions (Figure 4). For example, if a company is 
used to making a certain decision (e.g. whether to engage in an offer 
or not) at an information level of 70 per cent, this can be reached by 
tradition al information gathering and decision procedures (Bo) at to. 
This decision time was sufficient in the past. However, the speeding-
up of interorganizational communication by electronic data inter-
change systems calls for a quicker re action at t1 . If internal proce-
dures were not changed, the company at to would have reached an 
information level of only 30 per cent. This would mean that higher 
risks in decision-making would have to be taken. Therefore, under 
the new conditions, internal procedures must be developed so that at 
t1 an information level of 70 per cent can be reached. This is 
symbolized by the slope BI' Possible measures are: better access to 
internal and extern al databases; increasing the qualifications of 
personneI; integration of work organization; reduction of division of 
labour; and delegation of responsibilities. 
Summary 
Electronic data interchange systems are not only technical devices used 
on the operation al level of business transactions, but they imply 
considerable organizational as weIl as strategie challenges and chances 
that have to be taken into account by management in order to exploit 
the potential benefits of this infrastructural innovation. Cases, observa-
tions and practical experience in Europe as weIl as in North America 
prove that it is necessary to see the introduction of electronic data 
interchange systems as a management task that involves decision 
making and adaptations of the kind outlined above. 


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Management perspectives of electronic data interchange systems

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