Topic C.5: Development and evaluation of a relationship management approach in value-generating networks for renewable resources

The realization of cascade utilization and the distribution of renewable resources, for example, cellulosic products, require appropriate information systems to supply relevant information on specific material and product characteristics. In corporate networks, information management is essential to satisfy the actors’ needs for information as best as possible. Relationship management, which comprises IT-supported control of relationships between companies, as well as between companies and consumers, plays an important role. Owing to frequently unclear competencies regarding data management, information utilization caused by a lack of data protection and data security, conflicts could occur between actors, which hamper a coordinated relationship management (Geib et al., 2006). Relationship management faces specific challenges regarding value-generating networks for renewable resources and the described uncertainties relating to product quality, product quantity, and a flexible corporate network structure.

Preliminary studies on the deployment of relationship management systems in order to form the relationship between companies and consumers are mainly focused on banks, insurance companies, and car manufacturers (Büren et al., 2004; Schierholz et al., 2007). Furthermore, there are research studies on relationship management between companies and the associated security aspects (Fleisch, 2001; Schlaak et al., 2008).
This topic determines the specific challenges pertaining to a relationship management system in value-generating networks for renewable resources, and provides conceptual and technical solutions. In this respect, the following is conceivable: The development of trading and auction platforms through which companies can contact one another or can contact consumers. Greater transparency and optimized coordination contribute achieving resource efficiency in practice. Classical business informatics methods are utilized in the process (Wilde, Hess, 2007) to conceptualize technical systems and to implement prototypes. Finally, an evaluation of the system has to be carried out.

This topic refers to the content of topic C.2 (overlapping IT governance) in close coordination with topic C.3 (product marketing in B2B business relationships). Efficient structural patterns (see topic C.6) also play a specific role in relationship management, for which the analysis of incentive mechanisms is essential (see topic C.7).