: Today, electronic cross-company collaboration is about to gain significant momentum, but still shows weaknesses with respect to productivity, flexibility and quality: A lack of standardized supporting e-Business solutions, unclear terminology and unstructured business processes prevent from seamless interoperability and the fast development of a globally networked service economy. A novel approach is now required which facilitate a comprehensive industrialization of related concepts and methodologies. In this work, we present the St. Gallen Media Reference Model (MRM) and extend it to fulfill the specific needs of electronic, cross-organizational collaboration. Based on the three components "Organizational" (structural as well as process-oriented organization of interaction between agents), "Logical" (common language between agents) and "Physical" (the physical infrastructure enabling interaction), we amend the reference model by introducing key principl...