B-to-B Electronic Marketplaces

Successful Introduction in the Chemical Industry
2002
ISBN: 978-3-8244-7768-5
Verlag: Deutscher Universitätsverlag

Buch, Englisch, 208 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 301 g

Reihe: Business-to-Business-Marketing

The introduction of the internet originated not only the establishment of an alternative channel for the marketing and selling of products, but even more importantly, it serves as a platform to set up B-to-B E-marketplaces. This development enables buyers and sellers to innovate entire business processes. However, in order to gain sustainable and tangible success, a company needs to thoughtfully analyze the different concepts of B-to-B E-marketplaces as there are many examples where the introduction of such marketplaces had non-intended negative consequences.

Evi Hartmann discusses the following research questions: What is the relation between a given purchase situation and the characteristics of a B-to-B E-marketplace? Can a fit between the two be defined from a relationship perspective? How does the interplay between the purchase situation and the B-to-B E-marketplace characteristics influence the success of a supplier relationship? The author presents a theoretical framework, which has been empirically tested in the German chemical industry, illustrates the managerial implications and shows the necessity of future research.

Zielgruppe

Graduate

Autoren/Hrsg.

Hartmann, Evi

Inhaltsverzeichnis

Table of Content.- A Theoretical Part.- 1 Introduction.- 2 Determining the purchase situation: Cornerstone of supplier relationship management.- 3 Classification of B2B electronic marketplaces: a relational approach.- 4 B2B E-marketplace introduction project.- 5 Theoretical framework and hypotheses of the study.- B Empirical Part.- 6 Process of data gathering, sample description and process of data analysis.- 7 Operationalization of the constructs.- 8 Empirical analysis of the theoretical model.- 9 Summary and outlook.- 10 References.- 11 Appendix.

Über Autor(innen)

Dr. Evi Hartmann promovierte bei Prof. Dr. Hans Georg Gemünden am Lehrstuhl Technologie- und Innovationsmanagement der Technischen Universität Berlin. Sie ist als Berater bei A.T. Kearney, einer weltweit führenden Managementberatung, tätig.