Making Sense of Emerging Market Structures in B2B E-Commerce
研究了200个B2B电子市场中12种市场机制，发现碎片化程度、资产专用性、产品描述复杂性和价值评估复杂性是选择市场机制的关键因素，对管理者制定策略有参考价值。
Over the last five years, a variety of market mechanisms have emerged to address various issues pertaining to Business-to-Business (B2B) E- Commerce. However, there is a general lack of understanding on the part of researchers and practitioners on two key issues: What are the key characteristics of these market mechanisms? What factors drive the choice of one market mechanism over the other? This article addresses these questions through a study of 12 different market mechanisms in 200 B2B electronic marketplaces. Four factors— degree of fragmentation, asset specificity, complexity of product description, and complexity of value assessment—significantly drive the choice of an appropriate market mechanism for an organization. In order to gainfully exploit these market structures, organizations need to devise new strategies and reconfigure their supply chain.