Techniques for managing information exchange between business entities include identifying a plurality of routing rules stored in a database of a first business entity computing system; receiving a request for a business transaction through an application of a plurality of applications of the first business entity computing system; determining, based on the identified routing rules, an identifiable business context reference (IBCR) associated with a second business entity computing system, the IBC comprising a unique identifier associated with the second business entity and a first plurality of business data attributes associated with the second business entity; determining, based on the identified IBCR, a communication connection associated with the IBC and an identifiable business context (IBC) associated with the first business entity computing system; and initiating the business transaction between the first business entity computing system and the second business entity computing system through the determined communication connection.