Service value exchange in B2B electronic marketplaces
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 digitalmarketing 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.
Document Type
Journal Article
Date of Publication
2015
Publisher
Emerald Group Publishing Ltd
School
School of Business and Law / Centre for Innovative Practice
RAS ID
20596
Copyright
subscription content
Comments
Standing, S., Standing, C. (2015). Service value exchange in B2B electronic marketplaces in Journal of Business and Industrial Marketing, 30(6), 723-732. Available here.