The Advantages and Disadvantages of Digitalizing Communication With Business Partners

Sales business partners exist across various industries. Their forms are diverse, and they are referred to by different names, such as agents and dealers, depending on their relationship with wholesalers and customers (Figure 1).


Historically, most partnerships were limited to business relationships between related industries or companies. However, driven by social trends, these partnerships are now expanding to include various companies, including those from different industries and, in some cases, competitors from the same industry. For example, in markets that are open on common platforms, there is a trend to form new ecosystems involving companies from diverse sectors. Additionally, achieving decarbonized management requires efforts across the entire supply chain. Digitalization is further accelerating these trends, leading to the creation of new connections and long-term relationships.


Whereas traditional partner business relationships were characterized by one-to-one "linear connections" such as receiving and placing orders or accepting and outsourcing, we are now shifting towards "networked connections" involving multiple companies interacting across industry boundaries. In this new framework, a strategy where only one company wins will no longer be viable. The focus will be on achieving sustainable coexistence and mutual prosperity through more horizontal, rather than hierarchical, relationships that include all partners.

Relationships with business partners are becoming increasingly diverse. While communication with partners has often been overlooked compared to customer relationships, its importance is clearly growing today.

The promotion of digital systems and tools in various aspects of business is now well underway, and communication is no exception. Numerous communication tools have been developed, but...