Purpose – The aim of this paper is to extend the understanding of the configuration of inter-organizational information exchange (IOIE) and the role of each aspect of IOIE in realizing potential communication benefits. Design/methodology/approach – A conceptual framework on the configuration of IOIE was developed by examining the relationships between companies in the poultry supply chain in China. A sample of 165 buying companies and a sample of 96 sellers were analyzed by partial least square modeling. Findings – Communication willingness plays a critical role in improving communication quality and realizing potential communication benefits. Modern media remain as a huge potential opportunity for improving performance. Meanwhile, the power of face-to-face communication should never be neglected, even in the coming Information Age. Higher communication frequency contributes to better understanding of companies' changing requirements and expectations. Taking use of senior managers and staff from different functions helps sellers grasp better changing markets. Communication quality is found as a multi-dimensional concept and plays a critical mediating role in realizing communication benefits. Originality/value – The proposition of the model of configuration of inter-organizational information exchange and the quantitative empirical examination of the model fills an important research gap.
- supply chain
- media selection