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B 2 B-Marketplaces – Strategic Value for Whom ?

The engagement in business to business (B2B) internet marketplaces is presently an issue frequently discussed among practitioners and researchers. In this paper we address which strategic value the participation in internet marketplaces have on the marketing channel parties. Our study of value creation, adapted to electronic marketplaces from a marketing channel perspective, has resulted in many interesting findings. In an industrial context the name "marketplace" is to some extent misleading. The business relations are still important and there are a limited number of them so the marketplace is more of a network place or business place in this context, created, maintained and managed for the marketing channel. The marketing channel as analytical unit is addressing the interaction between efficiency, effectiveness and networks as sources to value creation and cost reductions. The focus in the majority of the value theory is on costs but the customers value (their goals) is a source that the marketplaces have started to focus on. The common focus is presently transaction oriented for all parties. In the empirical study we see clear patterns for the different actors, buyers, marketplaces and sellers that follow the discussion of generic benefit factors for the demand and supply side in marketing channels. The added value through a wide range of marketing channel functions is not realised today but the empirical analysis shows it as a prioritised topic for future enhancement. For the buyer, one-stop shopping, convenience and reduced transaction costs are the main value whereas the seller side value the reduced number of contacts and smooth transaction process highest. Since the marketplace have not accumulated all present network relations the full network value have not been achieved and the therefore the value is on an efficient and smooth transaction process.