E-marketplaces: Opportunity or Threat?: An Investigation of E-marketplaces´ Suitability within Extreme B2B
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
As the competition escalates, organisations try to find new ways for increasing profit, reaching new markets and serving customers more efficiently. This has created a new kind of intermediary - the electronic marketplace. Up until now only fairly complex products have occurred on e-marketplaces. The question is why complex products have not appeared on e-marketplaces yet? Complex products are often associated with a high degree of customisation, system selling, high prices, and long-term relationships. In the thesis this is labelled "extreme business-to-business". Thus, the aim of the thesis was to investigate e-marketplaces' suitability for companies within extreme business-to-business. The aim was fulfilled by an investigation of which parts of the selling process that satisfactory could be handled through an e-marketplace. The empirical material was collected through eight in-depth interviews with persons possessing a great knowledge within e-business. The overall conclusion of the reasearch is that selling through e-marketpalces is suitable in some of the phases and exchanges of the selling process. However, it must be used in combination with other marketing channels.
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IdentifiersURN: urn:nbn:se:su:diva-2177OAI: oai:DiVA.org:su-2177DiVA: diva2:191077