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Firms can create additional customer values by changing the visibility characteristic of business transactions. Both visible and invisible transactions can provide distinctive values to the customers. Visible transactions are those that are open to the customer: the customer can see the detailed logic of the transaction and may manipulate specific variables to control the transaction process. Invisible transactions mean that customers have little ability to control the transaction flow and may even be insulated from seeing the transaction.

This paper pursues finding out the contingencies of successful transaction visibility change by answering to the following question; “when does increasing (or decreasing) transaction visibility make sense to customers?” This archival case study finds out that transaction visibility change should fit to the need and capabilities of customers. Increasing transaction visibility makes sense when customers need a certain supplier’s performance and have a confidence in the capabilities of executing the performance. And, decreasing transaction visibility makes sense when customers have substantial troubles in conducting their current transaction actions or when customers don’t feel it necessary to conduct them separately because they can be derived from other action.