Once a new technology tool becomes embedded in the business world, one tends to forget the doubt and confusion that marked its debut. As anyone over the age of 30 will recall, companies once debated the value of having websites. Early users of the internet were actively hostile to the notion of a network that was created for the defense and academic communities being co-opted by the commercial sector. Now, of course, any business that isn't on the internet is either utterly clueless or not serious about being a success. Yet we seem to be having the same debate all over again, this time centering on the proper role of social media.
There has been a recent renewal of interest in collaboration among supply-chain partners, according to Ann Grackin, chief executive officer of ChainLink Research. Reasons include a greater reliance on outsourcing and the general trend of globalization of trade. Yet another element is the desire to draw on sophisticated technology, including video, teleconferencing and social networks, to link all players throughout the chain. With such factors in mind, says Grackin, "you need working relationships with trading partners to be successful."