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A cross‐industry review of B2B critical success factors

Riyad Eid (Bradford University School of Management, Bradford, UK)
Myfanwy Trueman (Bradford University School of Management, Bradford, UK)
Abdel Moneim Ahmed (Bradford University School of Management, Bradford, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 1 May 2002

Abstract

Business‐to‐business international Internet marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation’s competitive advantage. However, market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. Difficulties resulting from these new trends have been cited in the literature. Research into identifying what are the critical success factors for global market entry is rare. This research presents a comprehensive review in this field. The study identified 21 critical success factors applicable to most of the B2B IIM. These factors were classified into five categories: marketing strategy, Web site, global, internal and external related factors. The significance, importance and implications for each category are discussed and then recommendations are made.

Keywords

Citation

Eid, R., Trueman, M. and Moneim Ahmed, A. (2002), "A cross‐industry review of B2B critical success factors", Internet Research, Vol. 12 No. 2, pp. 110-123. https://doi.org/10.1108/10662240210422495

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited