Gatetrade.net (B3): Going Beyond Denmark

Published 18 Dec 2002
Reference 4986
Topic Strategy
Industry E-Commerce
Region Europe
Summary

In January 2000, four major Danish companies launch an online B2B marketplace. The alliance process forces each to consider its capabilities, strategy and compatibility with other partners. Their venture quickly encounters unforeseen obstacles and opportunities, including a chance to develop the world’s first B2G (business to government) marketplace. Simultaneously, similar alliances launch competing Nordic marketplaces, threatening the venture’s expansion, if not its survival.

Teaching objectives

The Gatetrade.net case is designed to fit into an MBA elective, an executive seminar or executive development program, on the management of strategic alliances. It explores partner selection and alliance definition and design. The case can also be used in a course on new businesses and e-business models, including new ventures within large corporations.

Keywords
  • B2B
  • E-marketplaces
  • Alliance
  • B2G
  • E-business
  • Joint venture
  • New economy
  • Procurement
  • Partnership
  • Partner selection
  • Partner compatibility