Summary
The note describes which marketplace format is appropriate for particular industries classified around two dimensions: (1) market fragmentation and (2) product/service complexity. Two matrices are provided as tools to carry out such analyses and examples are provided to illustrate the categories.
Teaching objectives
To help students understand the landscape of B2B marketplaces.
Keywords
- B2B MARKETPLACES
- EXCHANGES
- AR2002
- RD0502
- MARKET FRAGMENTATION
- SALES AND MARKETING
