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

Andrew J. Rohm (Assistant Professor, Marketing Group, College of Business Administration, Northeastern University, Boston, Massachusetts, USA)
Vishal Kashyap (Assisstant Professor of Marketing, Williams College of Business, Xavier University, Cincinnati, Ohio, USA)
Thomas G. Brashear (Associate Professor of Marketing, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts, USA)
George R. Milne (Associate Professors of Marketing, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 October 2004

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.

Keywords

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited