Marketing Intelligence & Planning
Emerald Article: B2B e-marketplace: an e-marketing framework for B2B commerce Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston, Vincent Lui
To cite this document: Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston, Vincent Lui, (2010),"B2B e-marketplace: an e-marketing framework for B2B commerce", Marketing Intelligence & Planning, Vol. 28 Iss: 3 pp. 310 - 329 Permanent link to this document: http://dx.doi.org/10.1108/02634501011041444 Downloaded on: 21-11-2012 References: This document contains references to 52 other documents Citations: This document has been cited by 1 other documents To copy this document: email@example.com This document has been downloaded 4970 times since 2010. *
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B2B e-marketplace: an e-marketing framework for B2B commerce Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston and Vincent Lui Bolton Business School, The University of Bolton, Bolton, UK Abstract
Purpose – The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B ﬁrms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efﬁciency and competitive advantage, and those who wish to explore the internet technologies for marketing activities. Design/methodology/approach – Literature from the B2B e-marketplaces and operations of e-marketing ﬁelds were analysed, and the ﬁndings were synthesised to develop a preliminary conceptual model of e-marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore. Findings – With signiﬁcant online and ofﬂine publications from both academia and industry, there is a growing awareness of the contribution of the...
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