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2002 | Book

Introduction Read chapter Read first chapter

B-to-B Electronic Marketplaces

Successful Introduction in the Chemical Industry

Author: Evi Hartmann

Publisher: Deutscher Universitätsverlag

Book Series : Business-to-Business-Marketing

Included in: Professional Book Archive

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About this book

v Foreword In the past companies focused on the one hand on rationalizing their supplier base to reduce transaction costs. On the other hand firms tried to take advantage of the research and development potential of their suppliers. Due to these developments buyers put emphasize on the establishment and maintenance of long-term supplier relationships. The primary focus was not the success optimization of single procurement processes, but rather the long-term perspective of supplier relationships has moved into the center of attention. Furthermore, global procurement and joint product development became commonly applied approaches. Nowadays most firms have been captured by the developments of the E-century. The establishment of electronic networks between business partners promises competitive advantages. Referring to success stories such as General Motors the application of new information technologies (e.g. E-procurement) seems to be necessary. However, past empirical studies do not confirm a relation between corporate success and the application of new information technologies. These studies do not analyze the decision process for using these new tools. They cannot reveal, if and why the IT application in supplier relationships is necessary and which benefits can be realized. Furthermore, it is questionable, which value the classical approach of supplier relationship management has.

Table of Contents

Frontmatter

Theoretical Part

1. Introduction
Abstract
In the past, the strategic meaning of procurement has increased dramatically. Growing competition, the trend to globalization and internationalization forced the executive management to pay special attention to benefits that can be gained from management of and cooperation with suppliers. Especially since the establishment of electronic marketplaces and internet-supported trading, which builds a new dimension for purchasing with reduced interpersonal contact but transactional focus, the procurement process has gained a new perspective.
Evi Hartmann
2. Determining the purchase situation: Cornerstone of supplier relationship management
Abstract
Due to the enormous benefits that can be gained from cooperation with suppliers increased strategic attention has been paid to this issue. Accordingly, procurement has moved to the agenda of senior management. Modern procurement approaches are reflecting this changing emphasis towards the importance of quality and innovativeness of suppliers as opposed to pure price negotiations (Hakansson & Eriksson 1993). However, different approaches are suitable for different purchase situations depending on the specific circumstances the buying firm embraces. Detailed evaluation and analysis of the purchase situation are even more crucial to a company’s sustainable success, since new ways of interacting, such as electronic marketplaces, are developing fast and changing the way firms cooperate.
Evi Hartmann
3. Classification of B2B electronic marketplaces: a relational approach
Abstract
The internet is not a mere alternative channel for marketing or selling products online, instead electronic marketplaces enable buyers and sellers to innovate whole business processes from sourcing, production to customer service. These changes will significantly impact business-to-business interactions and relationships as it offers new ways of collaborating across organizational boundaries (paragraph 3.1). After discussing the new developments in E-business a clear definition of B2B E-commerce is developed (paragraph 3.2). Then the author shows the variety of B2B electronic marketplace characteristics by grouping them into four dimensions (paragraph 3.3). In paragraph 3.4 a literature overview is given. Then the most commonly used portfolio models for characterizing B2B electronic marketplaces are discussed (paragraph 3.5). Based on the given variety of electronic marketplaces and the different assumed effects on relationships, a systematic approach to classify electronic marketplaces from a relationship perspective is developed (paragraph 3.6).
Evi Hartmann
4. B2B E-marketplace introduction project
Abstract
Some forecasts predicted, that in 2004 B2B E-commerce will hit $2.7 trillion (Kafka 2000b). While internet trade between individual partners (B2C or business to customer) will continue to flourish, B2B E-marketplaces are expected to fuel most of the growth, reaching 53% of all online business trade in five years. Especially from a buyer’s perspective the B2B E-commerce activities have already been valued of high importance in 2000 as shown in below figure:
Evi Hartmann
5. Theoretical framework and hypotheses of the study
Abstract
B2B E-marketplaces offer tools and processes, such as business rules, technology, transaction support, that help companies conduct business with other entities more effectively. What separates this new marketplace from the old can be summed up in two words: efficiency and change (Cunningham 2001, p. 9). However, these new processes and tools must also comply with existing standards of doing business and the technology must support rather than impair those standards. The key to success is the appropriate fit between the given circumstances and the new methods of doing business. Not every B2B E-marketplace concept fits to every purchase situation. The purchase situation determines, which kind of relationship support is required. This has to be taken into account, when defining B2B E-marketplace concepts. Furthermore, the cornerstone of the appropriate fit is a successful project management of the introduction of the B2B E-marketplace concept.
Evi Hartmann

Empirical Part

6. Process of data gathering, sample description and process of data analysis
Abstract
The following chapter describes the data gathering process. First the data gathering tool is introduced (paragraph 6.1). Then the approach of the pretest is described in paragraph 6.2. In a next step, the approach for the data generation is explained in detail (paragraph 6.3). The test sample is introduced in paragraph 6.4 by explaining selected characteristics. At the end a detailed description of the methodology and process of data analysis is given (paragraph 6.5).
Evi Hartmann
7. Operationalization of the constructs
Abstract
In this chapter the operationalization of the theoretical constructs and the theoretical framework, which have been developed in the theoretical part of this work, are evaluated and documented. In chapter 7.1 the constructs of model 1 are in focus relating to the purchase situation, the B2B E-marketplace and to the relationship success. Then in chapter 7.2 the project organization is operationalized (model 2).
Evi Hartmann
8. Empirical analysis of the theoretical model
Abstract
Based on the operationalized constructs the hypotheses, derived in chapter 5, have to be tested. Regression analysis and correlation analysis43 have been computed to analyze the theoretical framework.
Evi Hartmann
9. Summary and outlook
Abstract
In this chapter the theoretical framework and the empirical results are summarized (chapter 9.1). Based on the results managerial implications are derived in chapter 9.2. Finally, future research areas are identified (chapter 9.3).
Evi Hartmann
10. References
Evi Hartmann
11. Appendix
Evi Hartmann
Metadata
Title
B-to-B Electronic Marketplaces
Author
Evi Hartmann
Copyright Year
2002
Publisher
Deutscher Universitätsverlag
Electronic ISBN
978-3-663-09446-3
Print ISBN
978-3-8244-7768-5
DOI
https://doi.org/10.1007/978-3-663-09446-3