eMarketplaces and configurators: a winning combination?
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Over the years, Internet has become a tool to make business. It gives small and medium sized companies a possibility to compete with larger ones. By combining existing business models with new ones, there is a possibility to succeed. eCommerce has moved on from being a one-to one transaction into eMarketplaces. With eMarketplaces there is a shift in the market since trade has moved from being organised around one single player, to a market organised to support an entire industry. Today are eMarketplaces active trading places, acting as B2B portals which redirect eCommerce to suppliers, customers and partners. By conducting trade at an eMarketplace, active participants connect to a wider universe of vendors and buyers. Today eMarketplaces favour mass-produced and spare-parts products. But, a shift in the market is slowly taking place since buyers now also seek more complex products. An efficient tool that helps the industrial buyer to buy complex products on-line is the configurator. A configurator is a software application (i.e. service) that enables a customer to order exactly what they need based on allowable choices. This thesis aim to investigate how a configurator may create additional value for eMarketplaces. To answer the stated research purpose, four marketing areas were penetrated further: differentiation, and creation of competitive advantages, quality criteria, and customer values. Investigated in this study are four B2B eMarketplaces in various industries. Multiple in- depth studies were conducted through personal interviews. The collected data was then processed with the help of within-case and cross-case analysis. The research show that a configurator may create value at an eMarketplace by being a source of competitive advantage (although not a sustainable one) and customers value. Also, evidence is given of that the configurator contributes to creating eMarketplace value by adding services quality in a number of ways. The interviewed eMarketplaces had a very positive attitude towards the configurator and the value it may add.
Place, publisher, year, edition, pages
Technology, marknadsföring, internet, emarketing, e-marketing
IdentifiersURN: urn:nbn:se:ltu:diva-44951ISRN: LTU-EX--01/285--SELocal ID: 2b017909-c112-4b74-a8eb-2d4ea50fd2b9OAI: oai:DiVA.org:ltu-44951DiVA: diva2:1018230
Subject / course
Student thesis, at least 30 credits
Mechanical Engineering, master's level
Validerat; 20101217 (root)2016-10-042016-10-04Bibliographically approved