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Media type:
E-Article
Title:
Relational governance in B2B electronic marketplaces: an updated typology
Contributor:
Chelariu, Cristian;
Sangtani, Vinita
Published:
Emerald, 2009
Published in:
Journal of Business & Industrial Marketing, 24 (2009) 2, Seite 108-118
Language:
English
DOI:
10.1108/08858620910931721
ISSN:
0885-8624
Origination:
Footnote:
Description:
PurposeThis paper seeks to apply the relational exchange framework, updated by insights on interimistic relationships, to analyze governance implications for the three types of e‐marketplaces currently in operation: independent exchanges, consortia, and private exchanges. These three archetypes are analyzed from a functional perspective and, more importantly, from a relationship governance perspective.Design/methodology/approachThe paper is conceptual in approach.FindingsThe three e‐marketplace archetypes currently in existence correspond to different levels of operational integration and, in turn, to three different types of inter‐firm relationships. Moreover, the three types of relational structures proposed offer different solutions for governance processes such as partner qualification, monitoring, and enforcement.Research limitations/implicationsThe network of relationships between firms is changing all the time as a result of dynamic industry conditions. The relational continuum proposed can explain the focal firm's shifting reliance on one or another of the e‐marketplace types as a result of industry volatility.Practical implicationsThe analysis advocates a portfolio approach to e‐marketplace adoption, based on the varying strengths of their connections with different industry partners. This approach also implies a new type of segmentation, based on the place that the trading partner occupies on the relational continuum.Originality/valueWhen analyzing e‐marketplaces, a focus on technology and functional parameters alone misses an essential aspect: when choosing among various e‐marketplace formats currently in operation, firms cannot overlook the inter‐firm relationships that characterize these marketplaces and give them their identity.