Today, many businesses are seeking to form alliances with other entities to gain a strategic advantage in the marketplace as this practice has become essential for their continued existence and future development (Parise & Casher, 2003). Though founded on good business sense, these alliances often fail as they neglect relationship fit at conception and later struggle to transform partnerships agreements into effective working relationships (Kelly, Schaan & Joncas, 2002).
At present, these partnerships are increasingly being formed and managed on virtual platforms, as these technologies support communication, collaboration and the maintenance of relationships across geographical and organisational boundaries. However, such forms of computer-mediated interaction radically alter and create fundamentally different workspaces when compared to physical work environments and add an extra challenge to ensuring that alliance relationships are successful.
Healthy Relationship Development Is Possible Online
Theoretical Proof
Early theorists concerned with relationship development online suggested that communication online could be considered as being somewhat impersonal and at times uninhibited and aggressive, especially when compared to face-to-face (FtF) communication (Sproull & Kiesler, 1986; Short, Williams & Christie, 1976). However, since these early perspectives, theories in the area of online relating has increased and evolved. It is now believed that though cyberspace has been theorised to be somewhat absent of non-verbal and social context cues, and thus appears to be less personal, that this does not imply individuals are unable to overcome these ‘deficiencies’ and even to capitalise on them (Lea & Spears, 1995). In agreement with these views, several theories (e.g., Witmer & Katzman, 1997; Parks & Roberts, 1998; Thibaut & Kelly, 1959; McKenna & Bargh, 2000; Walther, 1995; Walther, 1996; Walther, Slovacek & Tidwell, 2001) have offered insight that supports the notion of healthy relationship development online.
Empirical Evidence
In addition to having a strong theoretical backing, research has overwhelmingly given support to this claim as well. Investigating interpersonal relations among users of Internet discussion groups, Parks and Floyd (1996) found that the majority (60.7%) of their participants indicated that they had formed a personal relationship with others they met in that space.
Following up this study, Parks and Roberts (1998) explored relationship initiation and progression in MOOs (Multi-User Dimensions, Object Oriented). Results revealed that most participants (93.6%) reported that they had formed at least one relationship while being MOO users. Respondents mentioned several types of relationships that they got involved with, of these the majority (40.6%) were close friendships, followed by friendships (26.3%) and romantic relationships (26.3%).
Extending this inquiry to other contexts, Utz (2000) examined relationship development in Multi-User Dungeons (MUDs). This study found that the majority (76.7%) of the study’s 106 respondents reported that they had formed a relationship online. A fair portion (24.5%) of these participants indicated that their particular relationships were of a romantic nature.
Lastly, Whitty and Gavin (2001) who investigated the utility of social cues in building online relationships in chat rooms also offered further proof. Results from their study shows that both friendships and romantic relationships develop in this space as well. Moreover, several participants shared that they believed their relationships worked better by being just online.
Putting The Spotlight On Relationship Development Within Different Online Environments
As Whitty and Carr (2006) notes, it important to recognise that cyberspace is not just one generic space but is composed of many diverse spaces. Therefore, it is important that research focus on relationship development within different online environments and how it is affected by the unique features of these spaces. As there is little knowledge about the underlying social psychological processes involved in virtual business alliance relationships (VBARs), the virtual environment in which these relationships take place should be investigated to ensure adequate support is provided.
Closer Look Needed for VBARs
Similar to the differences observed in the development of relationships in other online spaces, in comparison to the progression of relationships offline, VBARs must also be studied to assess how business alliance relationships are affected by the changes brought about by virtual platforms. These changes in the work setting can affect the way individuals work, communicate, interact, express themselves, and form relationships with others. As a result, the unique process by which these relationships emerge, evolve and terminate needs to be understood, where after this knowledge can be leveraged to better inform participants and facilitate these processes using optimised virtual platforms.
The Significance Of Investigating VBARs
Such an enquiry is poised to demonstrate the serious need for closer integration between the social sciences and the information technology design field, where end-users can greatly benefit as a result. It will expand the literature on online relationship development by investigating business alliance relationships in the context of virtual spaces, from a socio-psychological perspective.
Social scientists concerned with the study of collaborative online technologies will be better informed about how healthy relationships develop between business partners using virtual platforms. Furthermore, such an enquiry will entice more social scientists to orient their investigations toward solving practical questions of interest to IT designers. This may in turn encourage technologists in the field to adopt the practice of also subscribing to the social sciences to design well-informed and well-crafted online technologies for end-users.
