Purpose - The objective of this paper is to identify the nature of interactive feedback relationships among information technology (IT) deployment, buyer-supplier relationship, and supply chain structure, and also to ascertain whether or not there exists a significant effect from product customization level on such interactive feedback relationships. Design/methodology/approach - Based on this identification through the utilization of the system dynamics methodology, one of the dynamic simulation methods, we can attempt to suggest a set of advisable SCM strategies for effective IT investment and deployment. Findings - Investigating the responses of IT level according to the dynamic changes of product customization level, buyer-supplier relationship, and supply chain structural issues is a requisite first step. This would be helpful in suggesting a dynamic E-technology investment and adoption model appropriate for integrated supply chain management. Originality/value - The insights developed in this paper should provide theoretical foundations and practical guidelines as to the role and function of B-to-B electronic commerce for efficient supply chain integration.