B2B e-marketplaces: a typology by functionality

摘要

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.