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Service value exchange in B2B electronic marketplaces

Susan Standing (Centre for Innovative Practice School of Business, Edith Cowan University, Joondalup, Australia)
Craig Standing (Centre for Innovative Practice School of Business, Edith Cowan University, Joondalup, Australia)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 6 July 2015

Abstract

Purpose

This paper aims to explore what aspects of organisational value can be realised through taking a service exchange perspective of e-marketplaces as opposed to a product transaction perspective Marketing is increasingly concerned with the notion of service value in business-to-business markets. Electronic marketplaces (e-marketplaces) have been used in B2B exchanges for many years and continually evolve as the understanding of e-marketplace participation and the technologies develop.

Design/methodology/approach

A case study approach is taken using three large e-marketplace organisations and interviews with senior managers from each company.

Findings

The paper argues that e-marketplaces should not be thought of solely as a product transaction mechanism but rather as a digital marketing and communication network where service, rather than products, forms the basis of a value creating exchange.

Practical implications

Organisations can co-create value within an e-marketplace network but must market services value across organisational boundaries.

Originality/value

The paper extends the literature in the area of e-marketplace trading and recognises the importance of the digital communication network in enabling service exchange between the e-marketplace, buyers and suppliers.

Keywords

Citation

Standing, S. and Standing, C. (2015), "Service value exchange in B2B electronic marketplaces", Journal of Business & Industrial Marketing, Vol. 30 No. 6, pp. 723-732. https://doi.org/10.1108/JBIM-05-2014-0112

Publisher

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Emerald Group Publishing Limited

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