Investment in information technology can permit a business to lock in customers and suppliers by building valuable new relationships with them. Earlier this approach was utilized to improve the quality of service to customers and suppliers. Now this approach utilized for customized design suggestions and other innovation ideas from them.

Exp:-Wall mart develop an elaborate satellite network linking all of its stores and it is as well provided buyers, managers and sales associates with up-to-date inventory, sales, shipping and account status information to improve product inventories, buying and store management.