search query: @author Gosain, S. / total: 3
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| Author: | Gosain, S. Palmer, J.W. |
| Title: | Exploring strategic choices in marketplace positioning |
| Journal: | Electronic markets
2004 : VOL. 14:4, p. 308-321 |
| Index terms: | Electronic commerce Markets Information systems Strategy Financial performance |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This study examines B2B e-marketplace (hereafter as: e-mpl.) designs and how these strategic choices affect both operating and financial performance. Findings based on an analysis of 194 surviving B2B e-mplc. considered best in class suggest positioning on either transactional lines emphasizing scale, or relational lines emphasizing depth. As expected, horizontal (process) mplc. draw higher traffic compared to more-focused vertical (industry) mplc., and e-mplc. with resourceful sponsors also attract greater traffic. First-mover advantage was found to be significantly associated with both higher traffic as well as prominence. In addition, it is also found that a relational positioning is more likely for e-mplc. dealing with complex products while a transactional positioning is more likely for commodity products. |
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