Purpose - The paper seeks to provide a better understanding of how industrial (B2B) organizations use their web sites as a marketing communication tool to create value through their supply (value) chain relationships. Design/methodology/approach - A review of previous studies on B2B web sites results in the development of the "I-E-I (internet-extranet-intranet) framework", with three research questions focusing on how each of the three levels of the I-E-I framework can be described. Via these research questions the framework is tested empirically over a ten-month period in an industrial (B2B) web site setting. A qualitative, case study approach is used utilizing multiple sources of evidence. Findings - It was found that in order to make online (communication) efforts more effective throughout the value chain, an inside-out communication strategy is needed by the organization. Each level seems to have primary versus secondary stakeholders in terms of the access to and interaction with the web site level in which they are interacting. Overall, it was found that the deeper one went into the I-E-I framework, the more value that was created and that such value was both provided to and received from both the organization and the stakeholder. Originality/value - The I-E-I framework developed in this study introduces a framework that can be tested empirically, discussed and debated in other settings and provide a springboard for more in-depth studies on value creation in B2B web sites for both scholars and practitioners.