The use of online marketplaces for competitive advantage: a Latin American perspective

Abstract

The promise of B2B e‐commerce had led to an explosion in the number of e‐marketplaces as firms adopted a “launch and learn” strategy. However a cash crisis and continuing losses led to tremendous consolidation in these marketplaces. This scenario was mirrored in Latin America too. With the growing importance of B2B e‐commerce worldwide, Latin American firms cannot ignore the competitive advantages that accrue by employing the Internet into their strategies. This paper presents a variety of decision models that small and medium enterprises can employ to integrate the Internet into their business decisions and thereby remain competitive.

Citation

Rohm, A.J., Kashyap, V., Brashear, T.G. and Milne, G.R. (2004), "The use of online marketplaces for competitive advantage: a Latin American perspective", Journal of Business & Industrial Marketing, Vol. 19 No. 6, pp. 372-385. https://doi.org/10.1108/08858620410556318