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Service value exchange in B2B electronic marketplaces

Service value exchange in B2B electronic marketplaces Purpose – This paper aims to explore what aspects of organisational value can be realised through taking a service exchange perspective of e-marketplaces as opposed to a product transaction perspective Marketing is increasingly concerned with the notion of service value in business-to-business markets. Electronic marketplaces (e-marketplaces) have been used in B2B exchanges for many years and continually evolve as the understanding of e-marketplace participation and the technologies develop. Design/methodology/approach – A case study approach is taken using three large e-marketplace organisations and interviews with senior managers from each company. Findings – The paper argues that e-marketplaces should not be thought of solely as a product transaction mechanism but rather as a digital marketing and communication network where service, rather than products, forms the basis of a value creating exchange. Practical implications – Organisations can co-create value within an e-marketplace network but must market services value across organisational boundaries. Originality/value – The paper extends the literature in the area of e-marketplace trading and recognises the importance of the digital communication network in enabling service exchange between the e-marketplace, buyers and suppliers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Service value exchange in B2B electronic marketplaces

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0885-8624
DOI
10.1108/JBIM-05-2014-0112
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to explore what aspects of organisational value can be realised through taking a service exchange perspective of e-marketplaces as opposed to a product transaction perspective Marketing is increasingly concerned with the notion of service value in business-to-business markets. Electronic marketplaces (e-marketplaces) have been used in B2B exchanges for many years and continually evolve as the understanding of e-marketplace participation and the technologies develop. Design/methodology/approach – A case study approach is taken using three large e-marketplace organisations and interviews with senior managers from each company. Findings – The paper argues that e-marketplaces should not be thought of solely as a product transaction mechanism but rather as a digital marketing and communication network where service, rather than products, forms the basis of a value creating exchange. Practical implications – Organisations can co-create value within an e-marketplace network but must market services value across organisational boundaries. Originality/value – The paper extends the literature in the area of e-marketplace trading and recognises the importance of the digital communication network in enabling service exchange between the e-marketplace, buyers and suppliers.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Jul 6, 2015

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