Title: The role of e-commerce in B2B markets of goods and services

Authors: Polina Fauska; Natalia Kryvinska; Christine Strauss

Addresses: Department of e-Business, School of Business, Economics and Statistics, University of Vienna, Bruenner Str. 72, A – 1210 Vienna, Austria ' SBA Research GmbH, Favoriten Str. 16, A – 1040 Vienna, Austria; Department of e-Business, School of Business, Economics and Statistics, University of Vienna, Bruenner Str. 72, A – 1210 Vienna, Austria ' Department of e-Business, School of Business, Economics and Statistics, University of Vienna, Bruenner Str. 72, A – 1210, Vienna, Austria

Abstract: E-commerce has become an increasingly important source of competitive advantages for business-to-business (B2B) companies. It enables companies not only to decrease transactional costs and offer wide range of additional services, but also to enhance efficiency in collaboration with their customers and suppliers. Thus, the objective of this paper is to explore how industrial companies use B2B e-commerce, how it enables their services and what are the main advantages. In the context of the economy globalisation, continuous increase of the services role in B2B markets and rapid development of information technologies, this article is considered to be of high practical and theoretical importance for business environment. As it represents a review and summarises a broad theoretical background on the topic, it could be chosen as a basis for further research on different strategies in B2B markets and analysis of the role of e-commerce. The paper also provides guidance for managers and gives them an outlook on how e-commerce can be used by their companies. Hence, it may support managers in decision making on e-commerce investments, during definition, implementation and execution of e-commerce strategy.

Keywords: B2B markets; B2B e-commerce; e-commerce strategy; B2B market services; B2B e-commerce types; B2B e-commerce evaluation; international perspectives; electronic commerce; business-to-business; collaboration.

DOI: 10.1504/IJSEM.2013.051872

International Journal of Services, Economics and Management, 2013 Vol.5 No.1/2, pp.41 - 71

Received: 08 Jun 2012
Accepted: 16 Oct 2012
Published online: 30 Apr 2014 *

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