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Examining The Relationship Between Electronic Marketplace Strategy And Structure, Craig Standing, Peter Love, Rosemary Stockdale, Denise Gengatharen

Denise E Gengatharen

The contribution of market structure to the success of an electronic marketplace (e-marketplace) is an issue that has not received a great deal of attention in the literature. Although, researchers have given some attention to the antecedents of successful e-marketplace participation by organizations,there has been relatively little attention given to the e-marketplace structures. In this paper, the issue of e-marketplace strategy and its relationship withe-marketplace structure is examined. A classification of e-marketplace strategies is presented. The market structures of intermediary, hierarchy, consortium,and large group ownership structures are mapped onto this classification using four case studies to explain the relationship between …