Purpose: The research examines whether the changes that have taken place in the global business environment have modulated the way firms do business or whether it is simply transient details that have caused such excitement. Should firms be wary of any proclamations of ‘new’ ways of doing business? Or should they ignore changes of the business environment?
Design/Methodology: The method used was qualitative research based on a snowball sampling technique. Semi-structured in-depth interviews were conducted in three focus groups of managers from three major firms operating in Greece. The topics are referred to which variables affect the organisational structure in changing environment.
Findings: The influence of globalization, the intense competition and new technologies in B2B e-commerce are external factors that raise problems and complexities in the future direction of Greek firms. There is also a gap caused by the lack of an innovation culture between top and lesser management. Businesses are required to modernise their practices to move from their present situation at the level of the 2nd industrial revolution of "old economy" to the 3rd industrial revolution of “new era economy” in order to achieve long-term, profitable customer relationships. Firms should redefine their strategy, in order to increase customer satisfaction through effective communication and distribution, better corporate decision-making and more rapid exchange of information.
Practical Implications: The results of this research can be used to assist companies to move to e- business taking into consideration account the external and internal factors with regard to the ways in which e-relationships can be modulated.
Origins: As the world entered the new millennium, it seemed that the business environment would never be the same again. It was to be changed forever in a ‘new ’world ruled by ‘new labour relations’ inhabited by a ‘new employee’, who works in the "new economy" and learns about the world through the new ‘Information Society’. It soon became recognized, however, that the ‘new economy’ is very dependent upon the ‘old economy’.