Abstract
The internet has produced a forward-looking shift in the way we communicate, think and run economic activities around the globe. The revolution in Information and Communication Technology (ICT) has generated an innovating process in the agri-food sector that is far from being unwind. The wine industry is a case in point. Indeed, the industry has attempted to address the multifaceted challenges posed by electronic commerce since always. Business to business electronic commerce has been slower to develop than its counterpart, i.e. business to consumer E-commerce. However business to business e-commerce is starting to attract an increased interest, by showing a significant business value in terms of potential. Against this background, the slow development of B2B e-commerce has been linked to regulatory and economic reasons. In order to deal with such stumbling blocks, the paper suggests a shift towards an open platform that is aimed at facilitating transactions and interactions among businesses through a continuous problem-solving process in which trust and value is co-created by producers and customers through relational contracting.
Highlights
The internet has produced a forward-looking shift in the way we communicate, think and run economic activities around the globe
The wine industry is a case in point
The industry has attempted to address the multifaceted challenges posed by electronic commerce since always
Summary
The internet has produced a forward-looking shift in the way we communicate, think and run economic activities around the globe. Through an investigation of the related stumbling blocks, the paper aims at exploring the implications of an intermediary-oriented e-marketplace that facilitates transactions and interactions in a problem-solving process in which trust and value is co-created by producers and customers through a relational contracting. This is analysed in the framework of further developing emerging trading opportunities for small and medium sized wine producers. By filling the gap generated by the distance and the resulting lack of personal interaction among businesses, this model may represent a consistent opportunity to build trust and create value through e-marketplaces
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