1. Introduction

The chapter begins by highlighting the crucial role of transportation in economic activities, particularly for manufacturing, retail, and wholesale companies. It then introduces the concept of electronic transportation marketplaces (ETMs) and their potential to disrupt the logistics industry, similar to how Amazon and Alibaba have transformed e-commerce. The text delves into the challenges companies face in assessing the use of ETMs and evaluating their business value impact, emphasizing the need for a tailored approach given the diversity of transportation requirements. It identifies three key research gaps: the status quo of ETM use, the determinants of ETM adoption, and the link between ETM use and business value improvements. The purpose of the chapter is to address these gaps and support practitioners in their decision-making processes. The structure of the chapter is outlined, with subsequent chapters set to provide fundamental knowledge and a conceptual research framework, leading to empirical analysis and the development of an evaluation concept.