1 Department of Management, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University
The motivation of suppliers as well as buyers for e-marketplace participation is closely linked to the perceived outcome of participation, not only in terms of the benefits of joining an e-marketplace, but also in terms of the possible consequences of not joining. The key issue, therefore, is why organizations decide to buy and/or sell goods or services in e-marketplaces. We develop a theoretical framework for the categorization of motivational factors, resulting in four different types of motives. We then apply the framework to a dataset consisting of 41 case studies covering 20 industries in 12 countries. We conclude that buyers and suppliers have different motives for engaging in e-marketplace activities. Although e-marketplaces are a way of increasing the efficiency of supply chain activities, this is not necessarily done with the sole aim of exploiting suppliers: buyers also use e-marketplaces to find new or alternative suppliers. Similarly, even though demands from existing customers have spurred their initial decision to participate in e-marketplaces, many suppliers also use the marketplaces to search for new customers. When expressing their motives for engaging in e-marketplace activities, buyers tend to emphasize proactive and planning-oriented features, whereas suppliers are driven by external forces.
Electronic Markets, 2004, Vol 14, Issue 4, p. 270-283
e-business; e-marketplace; nature of decision-making; motives; case study