Book Details

Selecting and Deploying Successful B2B e-Marketplace Business Models

The recent problems experienced by companies trying to launch B2B e-marketplaces highlight the difficulties associated with B2B e-commerce. Clearly, successful B2B e-commerce is a major challenge for entrepreneurs as well as an interesting and rapidly growing field of research for academics. This research investigates the factors associated with the selection and deployment of successful B2B e-marketplace business models. Data was collected from three cases representing the horticulture, seafood and livestock sectors of the Australian agricultural commodity industry.

The catalyst of the recent stock market ‘dot com revolution’ was the technological discontinuity triggered by significant disruptive technologies not previously available or commercially feasible. Factors leading to the subsequent ‘dot com crash’ on the financial markets include: ignorance about selecting the appropriate business model, introducing and implementing it properly, measuring and quantifying the value created to generate a profitable revenue stream and sustaining a competitive advantage beyond the initial launch period. This thesis focuses on the first two factors: the selection and deployment of successful B2B e-marketplace business models.

To better understand the factors affecting the Australian agricultural commodity industry, the growing body of research on e-commerce business models and technology adoption are reviewed. Due to the emerging nature of this new phenomenon, these issues have only recently received scholastic attention. Most studies have focused on the North American and to some degree European marketplaces whereas this study concentrates exclusively on the Australian marketplace.

The research identified ten primary factors that influence the selection and deployment of successful B2B e-marketplace business models in the Australian agricultural commodity industry. The most salient finding was that treatment of business model deployment as an extension of the selection process was a less effective strategy than the separate but coordinated treatment of business model selection and deployment in B2B e-marketplaces.

Overall, the findings are consistent with the extant literature. However, the use of theory by managers and its application by academics to the Australian context is lacking. Therefore, the major contribution of this thesis is the development of a conceptual framework that integrates many research streams, which could guide future research in this growing area of academic inquiry as well as serve as a blueprint for improved performance by managers seeking to deploy successful B2B e-marketplaces.

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