Future business relationships––traditional, electronic, virtual or hybrid?

Relationship marketing is now considered by many to be as important as the marketing mix when developing the marketing strategy of a firm. This research investigates the impact of IT on business-to-business relationships in the telecommunications industry and develops a two-dimensional typology of business relationships (traditional, electronically-enhanced, virtual, electronically-mediated, market, electronically-based and cyber-market). These findings have important implications for the efficient and effective management of relationships and business in general.