B2B e‐marketplace: an e‐marketing framework for B2B commerce

Abstract

PurposeThe purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.Design/methodology/approachLiterature from the B2B e‐marketplaces and operations of e‐marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e‐marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore.FindingsWith significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e‐marketing in the global environment. This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.Research limitations/implicationsThe major limitation of this paper is associated with the sample selection. Although the literature findings were international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large‐scale organisations may be limited.Practical implicationsThe framework allows B2B firms to capitalise and understand the e‐marketing opportunities provided by B2B e‐marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e‐marketplace to perform their e‐marketing activities.Originality/valueBased on the need for a framework for e‐marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes.

The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector

“…Among the recent types of marketing is electronic marketing, known as e-marketing, or it can also be referred to as digital marketing or network marketing. E-marketing is a strategy that is used in order to employ technology and the internet within the process of marketing, leading the way for more developed marketing strategies, plans and approaches [36]. The main concept of e-marketing revolves around hanging the real market into the virtual one in order to reach as many customers as possible; this has opened the gates for international marketing around the world and increased the ability of organizations to reach a wider audience through involving the internet in marketing [37].…”

Making sense of the changing face of Google’s search engine results page: an advertiser’s perspective

“…Increased adoption of mobile and communication technologies along with the proliferation of online marketplaces has significantly altered the competitive landscape of many industries. Companies have discovered new ways of reaching out to customers leading to new opportunities in marketing (Chong et al, 2010). Prominent factors affecting such developments and giving rise to the primacy of online mediums for advertising include wide geographical reach (Laudon and Laudon, 2002), usage convenience and interactive communication ability (Chaffey, 2004).…”

E-Business as a Source of Competitive Advantage

“…Various studies (Craig, 2000;Christensen & Methlie, 2003;Zhu, 2004;Dadzie et al, 2005;Soto-Acosta & Meroño-Cerdan, 2008;Jensen, 2008), seeking to examine the e-business's impact on the usual business processes, claimed that e-business improves business processes through the automation and optimisation of usual business processes. The main benefits associated with e-business solutions are increased efficiency and effectiveness of various business processes, improved internal and external communication, reduced costs and the like (Porter, 1998;Oliver, 1997;Christensen & Methlie, 2003;Chong, 2010). Those benefits in the academic literature (Akkermans, 2001;Mooney, 2007;Newbert, 2007;Sila, 2012) are often related to the competitive advantage of the company, which suggests that company competes successfully.…”