11 Business-to-Business Marketing B2B E-Marketplaces Haas School of Business UC Berkeley Fall 2008 Week 13 Zsolt Katona.

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Presentation transcript:

11 Business-to-Business Marketing B2B E-Marketplaces Haas School of Business UC Berkeley Fall 2008 Week 13 Zsolt Katona

B2B Marketplaces are thriving Volume is in the order of $ trillions ($2.37 trillion in 2004) 12 times higher than B2C transactions. Growth remained robust Strong standards (ebXML, RosettaNET) implemented by standards organizations (OASIS, UN/CEFACT).

Examples of Marketplaces OwnershipC2CB2CB2B Seller owned N/ADell.com, Sonystyle.com Wal-Mart.com Exostar, Elemica, Google AdWords Buyer owned N/A Quadrem, WorldWide Retail Exchange Neutral eBay, Yahoo! auctions Ubid.com, Bidz.com, Ariba (Freemarkets)

? MARKET FRAGMENTATION Exchange Direct Sales Materials Mgmt EDI High Intermediate Low Intermediate High Horizontal markets (WWRE) Vertical markets (Ariba) PRODUCT COMPLEXITY Which Marketplace when?

Phone, Acct. reps. Buyer hubs (WWRE) SELLERS Community, bazar (Industrynet, Ebay) Seller hubs, stores (Dell.com) Large BUYERS Small Large Small Independent or matching markets Direct auctions (Ad auction) Reverse auctions (Freemarkets) Which Marketplace when (cont.)

Ownership Platform Side 1 Side 2 Network effects -++- eMarketplace Buyers Suppliers Buyer owned

Biased Marketplaces seem to win Biased marketplaces: owned by buyers or sellers Independent marketplaces are crowded out –While they are neutral, –Biased ones have a greater incentive to reduce participation fees to benefit from increased network effects (participation). Transformation of independent marketplaces –Turn into market solution providers for biased markets –Become biased by selling out to participants Neoforma gives 46% ownership stake to Novation (largest US hospital purchasing group) MetalSite sells off to steel manufacturers ChemConnect partially owned by 46 chemical companies

Private Marketplaces Owned by a single buyer/seller –Buyer owned: HP (GetSupply) –Seller owned: Dell.com (B2B and B2C) Google AdWords Advantages -Retained competitive advantage -Retained information -Disadvantages - Less incentive to increase participation from the other side of the market

Industrat Decision 9