Failure and success of B-to-b exchange business models : a contingent analysis of their performance
By: ORDANINI, Andrea
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Contributor(s): MICELLI, Stefano | DI MARIA, Eleonora.
Material type: 
ArticlePublisher: Oxford : Pergamon, June 2004Subject(s): Comércio Eletrônico | Modelo de Gestão | Globalização | Itália | EuropaEuropean Management Journal 22, 3, p. 281-289Abstract: The new economy presents extraordinary opportunities for growth and profit of electronic management of business-to-business relationships. E-marketplaces, or digital exchanges, represent one of the most promising phenomena in this environment but, despite the promises, many of these B-to-B exchanges have failed in the last few years, while a few survivors remained in the market. The purpose of this paper is to investigate business models of active e-marketplaces, to understand which features make the difference between successful initiatives and failures. The paper is based on a survey of a sample of European exchanges located in Italy. Alternative business models are described through a cluster analysis along with three dimensions: content, structure, and governance. By comparing performances of the alternative business models, the analysis is able to show key features of successful business models for B-to-B e-marketplaces.Abstract: The findings show that private large exchanges have a superior capability to generate turnover compared to vertical niche operators, due to specific choices of content, structure, and governance. Managerial implications and suggestions for future research are proposed
The new economy presents extraordinary opportunities for growth and profit of electronic management of business-to-business relationships. E-marketplaces, or digital exchanges, represent one of the most promising phenomena in this environment but, despite the promises, many of these B-to-B exchanges have failed in the last few years, while a few survivors remained in the market. The purpose of this paper is to investigate business models of active e-marketplaces, to understand which features make the difference between successful initiatives and failures. The paper is based on a survey of a sample of European exchanges located in Italy. Alternative business models are described through a cluster analysis along with three dimensions: content, structure, and governance. By comparing performances of the alternative business models, the analysis is able to show key features of successful business models for B-to-B e-marketplaces.
The findings show that private large exchanges have a superior capability to generate turnover compared to vertical niche operators, due to specific choices of content, structure, and governance. Managerial implications and suggestions for future research are proposed
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