At the most basic level, companies must contemplate how they can continuously create a positive cost/reward balance for their core suppliers and customers. At the interorganizational level this is not novel learning, even though many companies find it hard to implement. However, key lower level boundary spanners must also find the exchange rewarding and when the interpersonal level is added, complexity increases manifold. Personal rewards take on the perceptual, social, and behavioral dimensions discussed above and managers must interact with the other party to generate these types of rewards.