Online Exchanges and Beyond: Issues and Challenges in Crafting Successful B2B Marketplaces

Abstract

This chapter provides an overview of critical issues associated with crafting a valuable and sustainable electronic marketplace. In order to provide a foundation for examples and discussion, the first section reviews B2B markets and provides a simple classification mechanism. Next, the issues of price presentation and price setting are introduced as they relate to the classification framework. The second half of the chapter explores factors associated with participant motivation regarding the key issues of liquidity formation and maintenance, exchange ownership and governance, and the delivery of value-added services.