Mutual benefits for buying and supplying firms: the role of technology routinisation

Companies often introduce new business technologies into their corporate environment with the aim of improving their competitive advantages. To this end, this study sets out to identify the factors that play a tangible role in facilitating the routinisation of procured business technologies. In this context, we not only examine the roles of technology and organisational culture in routinisation, but also assess the impact of industrial market interactions between the technology-supplying firm and the buying firm on the level of routinisation. More importantly, we focus on the impact of routinisation in creating mutual benefits for the technology buying and the supplying firms. Using business-to-business market data, we empirically validate that the buying firm's corporate culture, perceived technology attributes, environmental turbulence, and the supplying firm's service orientation are critical in increasing the routinisation level of business technologies, which in turn helps to create/sustain mutual advantages for both parties.