Understanding B2B and the Web: the acceleration of coordination and motivation

Abstract

This paper explores business-to-business (B2B) marketing on the Internet, and how the confluence of the two may transform the B2B landscape. Specifically, it discusses the notion of linkage value to demonstrate why the B2B phenomenon on the Internet is so significant. It then considers the mechanisms and enablers that have made the Web such an important B2B marketing channel. It also explores how the Web can reduce transaction costs, thereby facilitating more efficient exchanges and markets. The concepts of links and nodes are then introduced and the processes of disintermediation, reintermediation, disaggregation and reaggregation are explored. Finally, Web B2B configurations are considered by way of a model that describes four archetypal configurations, and the factors that are antecedent to these modes and how the Web may influence them.