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Equilon Lubricants is trying to bring some Web-based cohesion to the highly fragmented oil and gas industry.
The provider of petroleum products last month launched supply chain app Distributor Online, which now links Equilon Lubricants with about 30 oil and gas distributors but has the potential to expand to hundreds more. Equilon Lubricants is a unit of the joint venture between Texaco and Shell known as Equilon Enterprises, which refines and markets petroleum products in 32 Midwestern and Western states. Its 1,100 distributors serve customers ranging from small gasoline stations to huge industrial factories.
Larry Koenig, director of e-business for Equilon Lubricants, said the Web app helps distributors solve a problem that many of them are not technologically sophisticated enough to...