The essential role of information sharing in relationship development

Purpose – This paper aims to report on the role of information sharing in business relationships development. Design/methodology/approach – This paper is based on a single embedded case study research. Relationships between a large global manufacturer and supplier of imaging products and solutions and two of their major channels, also large retailers with several department stores, were studied. Semi‐structured interviews, participant observation and document reviews were utilised to gather data. Findings – A two‐dimensional construct of information sharing comprised by mutual disclosure and multi‐contact is proposed to account for this critical attribute of business‐to‐business relationship structure. The author concludes that information sharing fosters inter‐company collaboration, potentially increasing the value that both buyer and supplier can harvest from business relationships. Research limitations/implications – The findings of this research are not generalisable to one industry or population; however, they have theoretical implications that need validation in a broader context. Practical implications – Data from the case study suggests that it is the supplier's responsibility to open various information‐sharing channels. Customers would, depending on the levels of trust, use these channels to share valuable information. Originality/value – Instead of looking at information sharing as an indirect method to transmit persuasive messages, information sharing is seen as a form of collaborative communication that promotes trust and supports business growth.