Making sense of emerging market structures in B2B E-Commerce

Abstract

The article looks at the emergence of several market structures within business-to-business (B2B) electronic commerce. The three categories of electronic markets are collaborative mechanism, quasi-market mechanism, and pure market mechanism, each of which provide several value-creating opportunities. Electronic markets allow market participants to overcome some of the limitations found in traditional business to business (B2B) markets. The authors propose a framework to examine how an organization might exploit these market structures. It is mentioned that, in order to exploit market structures, organizations need to develop new strategies involving the reconfiguration of their supply chain.