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B-to-B Electronic Marketplaces

Successful Introduction in the Chemical Industry, Business-to-Business-Marketing
Deutscher Universitätsverlag
ISBN/EAN: 9783824477685
Umbreit-Nr.: 171109

Sprache: Deutsch
Umfang: xvi, 208 S.
Format in cm:
Einband: kartoniertes Buch

Erschienen am 11.12.2002
€ 53,49
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  • Zusatztext
    • InhaltsangabeDetermining the purchase situation: Cornerstone of supplier relationship management Classification of B-to-B electronic marketplaces: a relational approach BtoB Emarketplace introduction project Theoretical framework and hypotheses of the study Process of data gathering, sample description and process of data analysis Operationalization of the constructs
  • Kurztext
    • 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.
  • Autorenportrait
    • 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.