Recognition and use of key success factors in electronic marketplaces
Faculty of Business and Public Management
School of Business
This study examines the critical success factors previously identified as contributing to the development and success of e-marketplaces. An analysis of twelve e-marketplaces found that they were sensitive to the needs of their target market and offered services appropriate to that market. However, although each of the critical success factors were addressed by the e-marketplaces there remained areas of concern, particularly in the areas of security, technological infrastructure and neutrality. One success factor, that of meeting participants’ needs through value-add, was identified as being key in establishing competitive advantage.