The Open UniversitySkip to content

Electronic marketplace-to-marketplace alliances: emerging trends and strategic rationales

White, A. and Daniel, E.M. (2003). Electronic marketplace-to-marketplace alliances: emerging trends and strategic rationales. In: 5th International Conference on Electronic Commerce, 30 Sep - 03 Oct 2003, Pittsburgh, USA, pp. 248–258.

Full text available as:
PDF (Version of Record) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (189Kb)
Google Scholar: Look up in Google Scholar


The electronic marketplace domain has recently witnessed the joining together of a number of previously independent marketplaces and the formation of collaborative alliances between others. This study seeks to determine the nature or type of cooperative arrangements or alliances that are currently being forged between electronic marketplaces, and the strategic rationale that is leading to this observed alliance formation. The findings of the study are based upon an examination of statements made to the press by marketplaces undertaking strategic alliances. This published data was supplemented with face-to-face interviews with managers at three relevant electronic marketplaces. Three distinct types of alliance are observed; the merger between previously separate marketplaces, the acquisition of one marketplace by another and the formation of an interoperability agreement between two marketplaces. Three rationales for alliance formation were observed: an increase in the number of buyers or suppliers in a given market sector that can access the marketplace (an increase in scale of operations), an increase in the breadth or depth of services that are offered to users of the marketplace (an increase in the scope of operations) and providing the ability to exchange information across multiple tiers of a supply chain. A broader discussion of the findings is given and suggestions for further research are made.

Item Type: Conference Item
Copyright Holders: 2003 The Authors
ISBN: 1-58113-788-5, 978-1-58113-788-0
Keywords: e-marketplaces; e-hubs; interoperability; strategic alliances; mergers; acquisitions
Academic Unit/Department: Open University Business School
Item ID: 1961
Depositing User: Users 12 not found.
Date Deposited: 15 Jun 2006
Last Modified: 04 Dec 2010 20:50
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340