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1、B2Be-marketplace:ane-marketingframeworkforB2BcommercePurpose–Thepurposeofthispaperistoprovideaclearunderstandingoftheperformanceofbusiness-to-business(B2B)e-marketplaceinconductinge-marketingintheglobalbusinessenvironment.Theproposedframeworkisintendedtobeusedas
2、aguideforB2Bfirmsespeciallysmallandmediumsizedenterprises(SMEs)whowishtoadoptaproactiveapproachintheuseofinformationandcommunicationtechnologyforbusinessefficiencyandcompetitiveadvantage,andthosewhowishtoexploretheinternettechnologiesformarketingactivities.Desig
3、n/methodology/approach–LiteraturefromtheB2Be-marketplacesandoperationsofe-marketingfieldswereanalysed,andthefindingsweresynthesisedtodevelopapreliminaryconceptualmodelofe-marketing.Theconceptualmodelwastestedempiricallythroughanonlinesurveyfromvariousindustriesi
4、nChina,Malaysia,andSingapore.Findings–Withsignificantonlineandofflinepublicationsfrombothacademiaandindustry,thereisagrowingawarenessofthecontributionofthee-marketingintheglobalenvironment.Thisnewmarketingparadigmisreportedtoreshapethebusinessrelationshipsbetwee
5、nbothconsumermarketersandconsumers,improvingbusinessprocessesandenhancingthebusinessexposureinthenewmarkets.Researchlimitations/implications–Themajorlimitationofthispaperisassociatedwiththesampleselection.Althoughtheliteraturefindingswereinternational,theempiric
6、alstudywasrestrictedtoChina,Malaysia,andSingapore.Therefore,thegeneralizabilityoftheresultsmaynotbeapplicableforothercountries.Furthermore,themajorityoftherespondentsparticipatedwereSMEs.Hence,theapplicabilityoffindingstolarge-scaleorganisationsmaybelimited.Prac
7、ticalimplications–TheframeworkallowsB2Bfirmstocapitaliseandunderstandthee-marketingopportunitiesprovidedbyB2Be-marketplace.TheframeworkalsooffersguidancetomarketingmanagersamostappropriateapproachtoadoptB2Be-marketplacetoperformtheire-marketingactivities.Origina
8、lity/value–Basedontheneedforaframeworkfore-marketing,thisstudyissignificanceto:SMEs,marketers,informationtechnologypractitioners,andallotherstakeholdersthatadoptedthe
