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Industry 4.0 and B2B Websites as Global Marketplaces: A Content Analysis

Ismail Metin (Manisa Celal Bayar University, Turkey)
Ahmed Yusuf Sarihan (Bandırma Onyedi Eylül University, Turkey)

Industry 4.0 and Global Businesses

ISBN: 978-1-80117-327-8, eISBN: 978-1-80117-326-1

Publication date: 21 January 2022


Today, millions of exporters and importers are using hundreds of business-to-business (B2B) electronic marketplaces to buy or sell goods and services. With this reason, this study aims to provide the related literature sufficient information concerning the most appropriate and beneficiary criteria which should be taken into consideration in the web pages of B2B companies via applying a content analysis method. The analysis results exhibit that globally oriented websites like B2B marketplaces must contain at least two or three language options, since people from different parts of the world speak and learn different languages according to their geography; and that B2B websites which do not provide trade assurances must consider adding this feature to attract more customers. In the scope of the study, it has been found out that all the selected websites take a good care of the information they share. When visiting these companies, it is really easy to learn everything about industries and international trade relations. Some of them even share information about the effect of the COVID-19 outbreak on industries. Among all the websites analyzed in the scope of the study, only meets all the criteria taken into consideration. Moreover, it would be appropriate to suggest that Turkish B2B e-marketplaces, such as,, and, should have these criteria to become leading B2B e-marketplaces in the world. Finally, it can be suggested that websites should prepare specific pages for newcomers to enlighten them in the best way they can do.



Metin, I. and Sarihan, A.Y. (2022), "Industry 4.0 and B2B Websites as Global Marketplaces: A Content Analysis", Yakut, E. (Ed.) Industry 4.0 and Global Businesses, Emerald Publishing Limited, Leeds, pp. 69-80.



Emerald Publishing Limited

Copyright © 2022 Ismail Metin and Ahmed Yusuf Sarihan. Published under exclusive licence by Emerald Publishing Limited