B-to-B Electronic Marketplaces: Successful Introduction in the Chemical Industry: Business-to-Business-Marketing
Autor Evi Hartmannen Limba Engleză Paperback – 11 dec 2002
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Specificații
ISBN-13: 9783824477685
ISBN-10: 3824477688
Pagini: 228
Ilustrații: XVI, 208 p.
Dimensiuni: 148 x 210 x 12 mm
Greutate: 0.27 kg
Ediția:2002
Editura: Deutscher Universitätsverlag
Colecția Deutscher Universitätsverlag
Seria Business-to-Business-Marketing
Locul publicării:Wiesbaden, Germany
ISBN-10: 3824477688
Pagini: 228
Ilustrații: XVI, 208 p.
Dimensiuni: 148 x 210 x 12 mm
Greutate: 0.27 kg
Ediția:2002
Editura: Deutscher Universitätsverlag
Colecția Deutscher Universitätsverlag
Seria Business-to-Business-Marketing
Locul publicării:Wiesbaden, Germany
Public țintă
GraduateCuprins
Table of Content.- A Theoretical Part.- 1 Introduction.- 2 Determining the purchase situation: Cornerstone of supplier relationship management.- 3 Classification of B2B electronic marketplaces: a relational approach.- 4 B2B E-marketplace introduction project.- 5 Theoretical framework and hypotheses of the study.- B Empirical Part.- 6 Process of data gathering, sample description and process of data analysis.- 7 Operationalization of the constructs.- 8 Empirical analysis of the theoretical model.- 9 Summary and outlook.- 10 References.- 11 Appendix.
Notă biografică
Dr. Evi Hartmann promovierte bei Prof. Dr. Hans Georg Gemünden am Lehrstuhl Technologie- und Innovationsmanagement der Technischen Universität Berlin. Sie ist als Berater bei A.T. Kearney, einer weltweit führenden Managementberatung, tätig.
Textul de pe ultima copertă
The introduction of the internet originated not only the establishment of an alternative channel for the marketing and selling of products, but even more importantly, it serves as a platform to set up B-to-B E-marketplaces. This development enables buyers and sellers to innovate entire business processes. However, in order to gain sustainable and tangible success, a company needs to thoughtfully analyze the different concepts of B-to-B E-marketplaces as there are many examples where the introduction of such marketplaces had non-intended negative consequences.
Evi Hartmann discusses the following research questions: What is the relation between a given purchase situation and the characteristics of a B-to-B E-marketplace? Can a fit between the two be defined from a relationship perspective? How does the interplay between the purchase situation and the B-to-B E-marketplace characteristics influence the success of a supplier relationship? The author presents a theoretical framework, which has been empirically tested in the German chemical industry, illustrates the managerial implications and shows the necessity of future research.
Evi Hartmann discusses the following research questions: What is the relation between a given purchase situation and the characteristics of a B-to-B E-marketplace? Can a fit between the two be defined from a relationship perspective? How does the interplay between the purchase situation and the B-to-B E-marketplace characteristics influence the success of a supplier relationship? The author presents a theoretical framework, which has been empirically tested in the German chemical industry, illustrates the managerial implications and shows the necessity of future research.