Internet-Enabled Linkages: Balancing Strategic Considerations with Operational Efficiencies in Business-to-Business Marketing

Abstract

ABSTRACT The fast-paced development of the Internet as a mechanism for efficient communication and transactions has led to the growth of diverse forms of electronic business-to-business marketing linkages. Such linkages have profound implications for the development and exploitation of newer constellations of supply chains as well as for the re-design and re-orientation of existing ones. Newer sources of value and competitive advantage enable firms to better manage their existing relationships with suppliers and customers. Moreover, firms are now equipped with better tools for engaging in advantageous alliances with other firms possessing complementary resources. While various Internet-based business-to-business (B2B) business models have failed in recent times, most existing B2B exchanges can be classified into a general typology based on the type of linkages, access and governance. Three major types of B2B buyer-seller linkages are identified as “net marketplaces,” “industry consortia,” and “virtual private networks.” This paper evaluates the comparative properties of these major types of exchanges and identifies various antecedent factors that would impinge on a firm's decision to participate in any of these types of exchanges.