B-to-B Electronic Marketplaces / Business-to-Business-Marketing (PDF)
Successful Introduction in the Chemical Industry
(Sprache: Englisch)
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...
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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.
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.
Autoren-Porträt von Evi Hartmann
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.
Bibliographische Angaben
- Autor: Evi Hartmann
- 2013, 2002, 208 Seiten, Englisch
- Verlag: Deutscher Universitätsverlag
- ISBN-10: 3663094464
- ISBN-13: 9783663094463
- Erscheinungsdatum: 29.06.2013
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 14 MB
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Sprache:
Englisch
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