Format:
Online-Ressource (XVI, 208 p)
,
digital
Edition:
Gabler Edition Wissenschaft
Edition:
Reproduktion Springer eBook Collection. Business and Economics
ISBN:
9783663094463
Series Statement:
Business-to-Business-Marketing
Content:
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
Additional Edition:
ISBN 9783824477685
Additional Edition:
Erscheint auch als Druck-Ausgabe ISBN 9783824477685
Additional Edition:
Erscheint auch als Druck-Ausgabe ISBN 9783663094470
Language:
English
Keywords:
Deutschland
;
Chemische Industrie
;
Business-to-Business-Marketing
;
Internet
DOI:
10.1007/978-3-663-09446-3
URL:
Volltext
(lizenzpflichtig)
Author information:
Hartmann, Evi
