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Article
Publication date: 11 May 2010

Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston and Vincent Lui

The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global…

17526

Abstract

Purpose

The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.

Design/methodology/approach

Literature from the B2B e‐marketplaces and operations of e‐marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e‐marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore.

Findings

With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e‐marketing in the global environment. This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.

Research limitations/implications

The major limitation of this paper is associated with the sample selection. Although the literature findings were international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large‐scale organisations may be limited.

Practical implications

The framework allows B2B firms to capitalise and understand the e‐marketing opportunities provided by B2B e‐marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e‐marketplace to perform their e‐marketing activities.

Originality/value

Based on the need for a framework for e‐marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes.

Details

Marketing Intelligence & Planning, vol. 28 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 June 2013

Michael Johnson

The objective of this paper is to explore and determine a set of factors that are critical to the success of business‐to‐business (B2B) e‐markets in the aerospace and…

3430

Abstract

Purpose

The objective of this paper is to explore and determine a set of factors that are critical to the success of business‐to‐business (B2B) e‐markets in the aerospace and defence, healthcare, higher education and local government industry sectors, in order to advance our current understanding of what factors facilitate e‐market adoption and success. The paper examines critical success factors (CSFs) for e‐markets from a strategic fit perspective.

Design/methodology/approach

The study adopted a semi‐inductive qualitative approach based on a review of the literature, followed by a pilot study and 58 indepth semi‐structured interviews with senior level executives in buyer, supplier, e‐market and third‐party organisations. Qualitative data analysis software, QSR N6, was used to code and analyse the interview data for citations that corresponded with the candidate e‐market CSFs that had been identified either in the literature, pilot study or during the course of the interviews with respondents. The CSFs for e‐markets were ranked by the frequency of respondents citing a particular CSF.

Findings

The study found eight factors that are critical to e‐market success and four factors (critical mass, integration issues, value proposition, and leadership participation) were found to be conducive to e‐market success in all four industry sectors. Likewise, four factors (industry knowledge, revenue model, branding and reputation, and rich content) were found to be only conducive to e‐market success in three of the four industry sectors.

Practical implications

The paper can help academic researchers, managers, consultants, practitioners and other professionals better understand what factors are critical to the success of e‐markets and other online enterprises operating in the B2B marketspace.

Originality/value

There have been numerous calls for more empirical research on the dynamics of e‐market adoption for more than a decade. To date, research on the CSFs for e‐markets has been largely anecdotal and sporadic with a paucity of studies noting factors that are likely to be favourable to e‐market success. This study addresses the call for more research on e‐markets and imparts empirical evidence on factors that are perceived to be conducive to the success of e‐markets. It contributes to the base of knowledge on e‐markets by relating the concept of CSFs with the theory of strategic fit as, to date, no known study has examined CSFs for e‐markets from a strategic fit perspective. The study also presents the benefits capabilities‐industry participants’ needs fit conceptual model as a precursor for theory building in future studies on B2B e‐markets and informs stakeholders involved in developing e‐markets or other online B2B ventures to better comprehend the conditions and determinants of success.

Article
Publication date: 21 October 2013

Michael Johnson

The objective of this paper is to explore and determine a set of factors that are critical to the success of business-to-business (B2B) e-markets in the aerospace and…

2535

Abstract

Purpose

The objective of this paper is to explore and determine a set of factors that are critical to the success of business-to-business (B2B) e-markets in the aerospace and defence, healthcare, higher education and local government industry sectors, in order to advance our current understanding of what factors facilitate e-market adoption and success. The paper examines critical success factors (CSFs) for e-markets from a strategic fit perspective.

Design/methodology/approach

The study adopted a semi-inductive qualitative approach based on a review of the literature, followed by a pilot study and 58 indepth semi-structured interviews with senior level executives in buyer, supplier, e-market and third-party organisations. Qualitative data analysis software, QSR N6, was used to code and analyse the interview data for citations that corresponded with the candidate e-market CSFs that had been identified either in the literature, pilot study or during the course of the interviews with respondents. The CSFs for e-markets were ranked by the frequency of respondents citing a particular CSF.

Findings

The study found eight factors that are critical to e-market success and four factors (critical mass, integration issues, value proposition, and leadership participation) were found to be conducive to e-market success in all four industry sectors. Likewise, four factors (industry knowledge, revenue model, branding and reputation, and rich content) were found to be only conducive to e-market success in three of the four industry sectors.

Practical implications

The paper can help academic researchers, managers, consultants, practitioners and other professionals better understand what factors are critical to the success of e-markets and other online enterprises operating in the B2B marketspace.

Originality/value

There have been numerous calls for more empirical research on the dynamics of e-market adoption for more than a decade. To date, research on the CSFs for e-markets has been largely anecdotal and sporadic with a paucity of studies noting factors that are likely to be favourable to e-market success. This study addresses the call for more research on e-markets and imparts empirical evidence on factors that are perceived to be conducive to the success of e-markets. It contributes to the base of knowledge on e-markets by relating the concept of CSFs with the theory of strategic fit as, to date, no known study has examined CSFs for e-markets from a strategic fit perspective. The study also presents the benefits capabilities-industry participants’ needs fit conceptual model as a precursor for theory building in future studies on B2B e-markets and informs stakeholders involved in developing e-markets or other online B2B ventures to better comprehend the conditions and determinants of success.

Article
Publication date: 1 January 2004

Arch Woodside, Samir Gupta and Jack Cadeaux

The Internet and its commercial applications in electronic commerce, particularly new ventures like B2B e‐markets, are experiencing a volatile introduction to the business…

8315

Abstract

The Internet and its commercial applications in electronic commerce, particularly new ventures like B2B e‐markets, are experiencing a volatile introduction to the business environment. Businesses are restructuring and forming networks in an effort to accommodate and use this new phenomenon to their advantage. From this perspective, this article offers a conceptual framework on the process of creating these new ventures, the impact of network champions in the creation process and the strategic significance of the competency‐destroying innovation (Internet) for buyers and sellers who join the B2B e‐market. Several working propositions are developed from the extant literature that should be useful for empirical work on how new B2B e‐markets are implemented. The paper presents a refined proposition based on a field study of a B2B e‐market case.

Details

Journal of Business & Industrial Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 16 March 2010

Michael Johnson

The purpose of this paper is to explore and expound the factors that impinge on the adoption and usage of industrial e‐markets.

4399

Abstract

Purpose

The purpose of this paper is to explore and expound the factors that impinge on the adoption and usage of industrial e‐markets.

Design/methodology/approach

A review of the literature on e‐market adoption was followed by in‐depth interviews with senior managers in buyer, supplier, and e‐market organisations. Senior level executives (15) reported barriers and challenges to the adoption and usage of e‐markets operating in the aerospace and defence and higher education sectors. The interview data is transcribed, coded and analysed using the qualitative data analysis programme QSR N6.

Findings

The paper found a number of barriers and challenges related risk perception, knowledge deficits, trust, firm size, and organisational readiness that moderate the adoption and usage of e‐markets in the sectors.

Research limitations/implications

There is unequal representation of buyer and supplier organisations between the two e‐market sectors. However, the case material enabled the research question to be answered and did not compromise the aims of the research.

Practical implications

The case material presented in the paper can help academic researchers, managers, practitioners and other professionals better understand the barriers that impinge on e‐market adoption and find practical ways to mitigate those barriers.

Originality/value

Recently, research on the barriers and challenges to e‐markets has been largely anecdotal and patchy with a paucity of studies noting factors that are likely to be conducive to e‐markets success. This study departs from such studies by offering empirical evidence of the factors in moderating the uptake of e‐markets.

Details

Industrial Management & Data Systems, vol. 110 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 2 August 2011

Woon Kian Chong, Mathew Shafaghi and Boon Leing Tan

The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the…

7032

Abstract

Purpose

The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the Chinese B2B marketplace, evaluate the findings, and use the generated CSFs to propose a framework to assist in the marketing management of B2B in China. The proposed framework provides a guideline for academics and practitioners and highlights the significant role of each factor in developing and sustaining effective B2B electronic commerce (B2B e‐commerce) practice for SMEs.

Design/methodology/approach

The proposed framework is constructed by combining the empirical findings and B2B literature. The quantitative (online survey) was targeted at, proprietors, chief executive officers, managing directors, general managers, sales/marketing managers and export managers in selected SMEs that participated in B2B electronic marketplace (B2B e‐marketplace) in China. The data received from the recipients were processed on SPSS to conduct factor analysis to identify whether a factor structure underlies the correlations between a number of variables.

Findings

The findings are indicative of two sets of internal and external critical factors, including: successful customer relationships, supply chain facilities, global competition, information system/information technology (IS/IT) infrastructure and performances, information visibility, top management support and commitment, government encouragement and commitment, security and trust, and cultural consideration.

Practical implications

SME managers can derive a better understanding and measurement of marketing activities that appropriately balance between traditional and B2B e‐commerce practice. At the same time, the CSF can be integrated into the companies to determine the level of marketing performance in B2B e‐marketplace.

Originality/value

The paper's findings provide new theoretical grounds for research into B2B relationships in the digital business environment. The paper also provides an empirical assessment of the essential components in B2B e‐commerce adaptation, and implications for the means to prioritize CSF.

Details

Marketing Intelligence & Planning, vol. 29 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 23 March 2020

Neeraj Pandey, Preeti Nayal and Abhijeet Singh Rathore

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research…

13005

Abstract

Purpose

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

Design/methodology/approach

A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.

Findings

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.

Practical implications

The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Originality/value

Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 22 April 2007

Tanuja Singh, Geoffrey Gordon and Sharon Purchase

This study empirically examines the role of the Internet in global business‐to‐business (B2B) marketing strategies of Multinational Corporations (MNCs) based in the United…

1051

Abstract

This study empirically examines the role of the Internet in global business‐to‐business (B2B) marketing strategies of Multinational Corporations (MNCs) based in the United States and Australia. The results demonstrate that uses of the Internet in a global B2B setting often parallel its domestic uses but that variables that facilitate or inhibit its implementation for global operations are somewhat different in global markets. The findings suggest that MNCs in the two countries are using the Internet in their global B2B operations predominantly for business enhancement purposes as compared to revenue enhancement. Results also show that for global B2B operations, the Internet is viewed by MNCs as a tool to enhance competitive intelligence, streamline operations, and enhance the marketing processes. It is also deemed essential for a firm’s long‐term competitive stance by large as well as small and medium‐sized MNCs.

Details

American Journal of Business, vol. 22 no. 1
Type: Research Article
ISSN: 1935-5181

Keywords

Article
Publication date: 6 February 2007

Kenneth J. Petersen, Jeffrey A. Ogden and Phillip L. Carter

The purpose of this article is to develop a typology of e‐marketplace functionality and then link the typology to the associated value creation potential of differing…

3657

Abstract

Purpose

The purpose of this article is to develop a typology of e‐marketplace functionality and then link the typology to the associated value creation potential of differing types of e‐marketplaces.

Design/methodology/approach

In‐depth interviews with the executives of 50 e‐marketplaces, a web/mail‐based survey of another 350 e‐marketplaces and interviews with several e‐marketplace customers were conducted.

Findings

B2B e‐marketplaces offer a variety of different value propositions. Leading e‐marketplaces have a well‐developed strategy for reaching a particular segment of the buying community, based on service needs. Developing e‐marketplaces do not demonstrate the same focus. On one hand, only a few e‐marketplaces had developed the same winning constellations of services, while on the other hand, most were planning a roll‐out of a wide variety of services that would carry them far beyond a focused strategy. The success of this approach seems problematic.

Practical implications

The prudent customer of an e‐marketplace should weigh their requirements against the functionality found across the broad set of e‐marketplaces as well as against the constellations of functionality (and value creation potential) developed in this research. Only after a careful assessment of needs, can companies make rational decisions about how to effectively use e‐marketplaces.

Originality/value

This research employs a strong research method to create a unique typology of e‐marketplace functionality. This research also links the typology of e‐marketplace functionality to its value creating potential.

Details

International Journal of Physical Distribution & Logistics Management, vol. 37 no. 1
Type: Research Article
ISSN: 0960-0035

Keywords

Book part
Publication date: 15 August 2019

Wolfgang Bauer, Jürgen Dorn and Ivan Pryakhin

The level of trust in a service provider is an important decision factor when buying industrial services. Especially, the outcome uncertainties of services, its…

Abstract

The level of trust in a service provider is an important decision factor when buying industrial services. Especially, the outcome uncertainties of services, its individuality, and asymmetric information between buyer and seller are some reasons that the evaluation of trust is a key component in service trading. Consequently, searching of potential new suppliers involves examining providers’ trustworthiness. This paper focuses on the study of online trust signals used by buyers, to assess provider’s trustworthiness in the context of industrial services. The main research objective is to propose the basis for a digital tool, which helps buyers to assess provider’s trustworthiness by providing a “standardized trustworthiness signal description” and “trust functionalities.” A particular approach is used, wherein different methods are mixed such as a case study, expert interviews, and a quantitative method following the guideline of the design science paradigm. The aim is to propose a useful tool for trustworthiness assessment to enhance e-markets for industrial services.

Details

New Insights on Trust in Business-to-Business Relationships
Type: Book
ISBN: 978-1-83867-063-4

Keywords

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