Produktbild: B-to-B Electronic Marketplaces

B-to-B Electronic Marketplaces

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Successful Introduction in the Chemical Industry, Business-to-Business-Marketing

ISBN: 3824477688
ISBN 13: 9783824477685
Autor: Hartmann, Evi
Verlag: Deutscher Universitätsverlag
Umfang: xvi, 208 S.
Erscheinungsdatum: 11.12.2002
Produktform: Kartoniert
Einband: Kartoniert

The introduction of the internet originated not only the establishment of an alternative channel for the marketing and selling of products, but even more importantly, it serves as a platform to set up B-to-B E-marketplaces. This development enables buyers and sellers to innovate entire business processes. However, in order to gain sustainable and tangible success, a company needs to thoughtfully analyze the different concepts of B-to-B E-marketplaces as there are many examples where the introduction of such marketplaces had non-intended negative consequences. Evi Hartmann discusses the following research questions: What is the relation between a given purchase situation and the characteristics of a B-to-B E-marketplace? Can a fit between the two be defined from a relationship perspective? How does the interplay between the purchase situation and the B-to-B E-marketplace characteristics influence the success of a supplier relationship? The author presents a theoretical framework, which has been empirically tested in the German chemical industry, illustrates the managerial implications and shows the necessity of future research.

Artikelnummer: 171109 Kategorie:

Beschreibung

InhaltsangabeDetermining the purchase situation: Cornerstone of supplier relationship management Classification of B-to-B electronic marketplaces: a relational approach BtoB Emarketplace introduction project Theoretical framework and hypotheses of the study Process of data gathering, sample description and process of data analysis Operationalization of the constructs

Autorenporträt

Dr. Evi Hartmann promovierte bei Prof. Dr. Hans Georg Gemünden am Lehrstuhl Technologie- und Innovationsmanagement der Technischen Universität Berlin. Sie ist als Berater bei A.T. Kearney, einer weltweit führenden Managementberatung, tätig.

Herstellerkennzeichnung:


Deutscher Universitätsverlag in Springer Science + Business
Tiergartenstr. 15-17
69121 Heidelberg
DE

E-Mail: juergen.hartmann@springer.com

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