Abstract
B2B e-marketplaces attained a steep rise in the last decades in various industries, changing the way in which supply meets the demand side’s expectations through a digitalized exchange of physical goods and services. However, some industries, such as the chemical industry, seem unable to exploit the underlying opportunities of B2B platforms. Therefore, this chapter aims to assess the perception of the incumbents among sales departments of the focal industry in Germany and comprehend their perception of these platforms for trade purposes. On a theoretical level, it will identify the fundamental conceptions about platforms and the quest for building platform utilization capabilities (PUC). Data is collected through a qualitative analysis in the form of semi-structured interviews held with sales managers in this industry and the research is geographically limited to Germany as a critical case of global dimension of some of its companies in this sector contrasting with some resistance in the adherence to platform markets. Our findings unveil a dyadic paradigmatic context of refrained adherence to the digital economy, providing further insights into the complexity of elements at interplay impacting the sales strategy decisions.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Abrantes, B. F., & Ostergaard, K. G. (2022). Digital footprint wrangling: Are analytics used for better or worse? A concurrent mixed methods research on the commercial (ab) use of dataveillance. Journal of Marketing Analytics, 10(3), 187–206.
Abrantes, B. F., Preto, M. T., & Antonio, N. (2022a). Unraveling collaborative learning stimuli and effective dynamic capability integration on MNCs: The global capabilities administration model (GCAM). Review of International Business and Strategy., Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/RIBS-06-2021-0085
Abrantes, B. F., Preto, M. T., & António, N. (2022b). Toward a dynamic capabilities’ diffusion model for international business headway of SMEs: Evidence from the metallurgic and metal-mechanic (MMI) sectors. Review of International Business and Strategy, 32(2), 204–227. https://doi.org/10.1108/RIBS-10-2020-0125
Adeniran, T. V., & Johnston, K. A. (2016). The impacts of ICT utilisation and dynamic capabilities on the competitive advantage of South African SMEs. International Journal of Information Technology and Management, 15(1), 59–89.
Adner, R., & Helfat, C. E. (2003). Corporate effects and dynamic managerial capabilities. Strategic Management Journal, 24(10), 1011–1025.
Alsaad, A., Taamneh, A., & Sila, l. and Elrehail, H. (2021). Understanding the global diffusion oJ B2B E commerce (B2B EC): An integrated model. Journal of Information Technology, 36(3), 258–274.
Arsel, Z. (2017). Asking questions with Re1lexive focus: A tutorial on designing and conducting interviews. The Journal of Consumer Research, 44(4), 939–948.
Bages-Amat, A., Harrison, L., Spillecke, D. and Stanley, J. (2020) “These eight charts show how COVID 19 has changed B2B sales forever.” McKinsey. Retrieved from October 20, 2021, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/these-eight-charts-show-how-covid-19-has-cha nged-b2b-sales-forever
Bakos, J. Y. (1991). A strategic analysis of electronic marketplaces. MIS Quarterly, 295–310.
Bao, H., Li, B., Then, J., & Hou, F. (2016). Repurchase intention in the Chinese e- marketplace: Roles oJ interactivity, trust and perceived effectiveness of e-commerce institutional mechanisms. Industrial Management & Data Systems, 116(8), 1759–1778.
Becker, E. (2010). Birth and death of meaning. Simon and Schuster.
Belleflamme, P., & Peitz, M. (2019). Platform competition: Who benefits from multihoming? International Journal of Industrial Organization, 64, 1–26.
Boddy, D. (2017). Management: An introduction (7th ed.). Trans-Atlantic Publications.
Canhoto, A. I., Quinton, S., Pera, R., Molinillo, S., & Simkin, L. (2021). Digital strategy aligning in SMEs: A dynamic capabilities perspective. The Journal of Strategic Information Systems, 30(3), 101682.
Cen, Y., & Li, L. (2020). Effects of network externalities on user loyalty to online B2B platforms: An empirical study. Journal of Enterprise Information Management, 33(2), 309–334.
Cennamo, C., & Santalo, J. (2013). Platform competition: Strategic trade- offs in platform markets. Strategic Management Journal, 34(11), 1331–1350.
Cennamo, C. (2021). Competing in digital markets: A platform-based perspective. Academy of Management Perspectives., 35(2), 265–291.
Chakravarty, A., Kumar, A., & Grewal, R. (2014). Customer orientation structure for internet-based business-to-business platform firms. Journal of Marketing, 78(5), 1–23.
Chang, Y. Y., Lin, S. C., Yen, D. C., & Hung, J. W. (2020). The trust model of enterprise purchasing for B2B e-marketplaces. Computer Standards & Interfaces, 70, 103422.
Chiarelli, A. (2021). The impact of dynamic capabilities and market orientation on firm performance: A case study of higher education consulting firms. Small Business International Review, 5(1), 1–16.
Coreynen, W., Matthyssens, P., Vanderstraeten, J., & van Witteloostuijn, A. (2020). Unravelling the internal and external drivers of digital servitization: A dynamic capabilities and contingency perspective on firm strategy. Industrial Marketing Management, 89, 265–277.
Eggert, A., Hogreve, J., Ulaga, W., & Muenkhoff, E. (2014). Revenue and profit implications of industrial service strategies. Journal of Service Research, 17(1), 23–39.
Galbreath, J. (2005). Which resources matter the most to firm success? An exploratory study of resource-based theory. Technovation, 25(9), 979–987.
Grandinetti, R., Ciasullo, M. V., Paiola, M., & Schiavone, F. (2020). Fourth industrial revolution, digital servitization and relationship quality in Italian B2B manufacturing firms. An exploratory study. The TQM Journal, 32(4), 647–671.
Grewal, D. S., & Purdy, J. (2014). Introduction: Law and neoliberalism. Law & Contemp. Probs., 77, 1.
Hagiu, A., & Wright, J. (2015). Marketplace or Reseller? Management Science., 61(1), 184–203.
Hein, A., Schreieck, M., Riasanow, T., Setzke, D. S., Wiesche, M., Böhm, M., & Krcmar, H. (2020). Digital platform ecosystems. Electronic Markets, 30(1), 87–98.
Helfat, C. E., & Martin, J. A. (2015). Dynamic managerial capabilities: Review and assessment of managerial impact on strategic change. Journal of Management, 41(5), 1281–1312.
Helfat, C. E., & Winter, S. G. (2011). Untangling dynamic and operational capabilities: Strategy for the (N) ever-changing world. Strategic Management Journal, 32(11), 1243–1250.
Hermès, S., Riasanow, T., Clemons, E. K., Böhm, M., & Krcmar, H. (2020). The digital transformation of the healthcare industry: Exploring the rise of emerging platform ecosystems and their influence on the role of patients. Business research (Göttingen), 13(3), 1033–1069.
Jung Oh, S., & Wook Kim, S. (2011). The ef1ect of B2B e marketplace type on buyer supplier relational advantages of e-marketplace and firm performance. Asian journal on quality, 12(2), 189–203.
Kim and Min. (2019). Supplier, tailor, and facilitator: Typology of platform business models. Journal of Open Innovation, 5(3), 1–18.
Klammer, A., & Gueldenberg, S. (2019). Unlearning and forgetting in organizations: A systematic review of literature. Journal of Knowledge Management., 23(5), 860–888.
Kozinets, R. (2017). Netnography: Radical participative understanding for a networked communications society. In The SAGE handbook of qualitative research in psychology (p. 374).
Lam, A. (2004). Knowledge, learning, and organizational embeddedness: A critical reflection. In Dynamics of organizational change and learning (pp. 429–446). John Wiley and Sons Ltd.. https://doi.org/10.1002/9780470753408.ch21
Lanzolla, G., & Frankon, H. T. W. (2016). The online shadow of online signals: Which sellers get contacted in online B2B marketplaces? Academy of Management Journal, 59(1), 207–231.
Lee, Y. Y., & Falahat, M. (2019). The impact of digitalization and resources on gaining competitive advantage in international markets: Mediating role of marketing, innovation and learning capabilities. Technology Innovation Management Review, 9(11).
Li, L., Su, F., Zhang, W., & Mao, J. Y. (2018). Digital transformation by SME entrepreneurs: A capability perspective. Information Systems Journal, 28(6), 1129–1157.
Li, H., Fang, Y., Lim, K. H., & Wang, Y. (2019). Platform based function repertoire, reputation, and sales performance of E-marketplace sellers. MIS Quarterly, 43(1), 207–236.
Lnoue, Y., & Tsujimoto, M. (2019). New market development of platform ecosystems: A case study of the Nintendo Wii. Technological Forecasting and Social Change, 136(2018), 235–253.
Loukis, E., Spinellis, D., & Katsigiannis, A. (2011). Barriers to the adoption of B2B e-marketplaces by large enterprises: Lessons learned from the hellenic aerospace industry. Information Systems Management, 28(2), 130–146.
Mahlamäki, T., Storbacka, K., Pylkkönen, S., & Ojala, M. (2020). Adoption of digital sales force automation tools in supply chain: Customers’ acceptance of sales configurators. Industrial Marketing Management, 91, 162–173.
Makadok, R. (2001). Toward a synthesis of the resource-based and dynamic-capability views of rent creation. Strategic Management Journal, 22(5), 387–401.
Malone, T. W., Grant, K. R., Turbak, F. A., Brobst, S. A., & Cohen, M. D. (1987). Intelligent information-sharing systems. Communications of the ACM, 30(5), 390–402.
Martinez-Caro, E., Cepeda-Camión, G., Cegarra-Navarro, J., & Garcia-Perez, A. (2020). The effect of information technology assimilation on Jirm performance in B2B scenarios. Industrial Management and Data Systems, 120(12), 2269–2296.
Martínez-Caro, E., Cegarra-Navarro, J. G., & Alfonso-Ruiz, F. J. (2020). Digital technologies and firm performance: The role of digital organisational culture. Technological Forecasting and Social Change, 154, 119962.
Mattila, M., Yrjölä, M., & Hautamäki, P. (2021). Digital transformation of business-to- business sales: What needs to be unlearned? The Journal of Personal Selling and Sales Management, 41(2), 113–129.
McIntyre, D. P., & Srinivasan, A. (2017). Networks, platforms, and strategy: Emerging views and next steps. Strategic Management Journal, 38(1), 141–160.
Mehrotra, R., McInerney, J., Bouchard, H., Lalmas, M., & Diaz, F. (2018). Towards a fair marketplace: Counterfactual evaluation of the trade-off between relevance, fairness & satisfaction in recommendation systems. In Proceedings of the 27th ACM international conference on information and knowledge management (pp. 2243–2251).
Mourtzis, D., Angelopoulos, J., & Panopoulos, N. (2021a). A survey of digital B2B platforms and marketplaces for purchasing industrial product service systems: A conceptual framework. Procedia CIRP, 97, 331–336.
Mourtzis, D., Angelopoulos, J., & Panopoulos, N. (2021b). Robust engineering for the design of resilient manufacturing systems. Applied Sciences, 11(7), 3067.
Ozalp, H., Cennamo, C., & Gawer, A. (2018). Disruption in platform-based ecosystems. Journal of Management Studies, 55(7), 1203–1241.
Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59.
Plank, B., Eisenmenger, N., SchafJartzik, A., & Wiedenhofer, D. (2018). International trade drives global resource use: A structural decomposition analysis of raw material consumption from 1990—2010. Environmental Science and Technology, 52(7), 4190–4198.
Raddats, C., Baines, T., Burton, J., Story, V. M., & Zolkiewski, J. (2016). Motivations for servitization: The impact of product complexity. International Journal of Operations & Production Management, 36(5), 572–591.
Reimers, K., Guo, X., & Li, M. (2019). Beyond markets, hierarchies, and hybrids: An institutional perspective on IT-enabled two-sided markets. Electronic Markets, 29(2), 287–305.
Riemensperger, F., & Falk, S. (2020). How to capture the B2B platform opportunity. Electronic Markets, 30(1), 61–63.
Rusthollkarhu, S., Aarikka-Stenroos, L., & Mero, J. (2021). B2B customer journey: Axioms and actor roles. In Proceedings of the 50th European Marketing Academy Conference, EMAC 2021. European Marketing Academy.
Saunders, M., Lewis, P., & Thornhill, A. (2016). Research methods for business students (Vol. Seventh). Pearson Education.
Singh, D., Agusti, A., Anzueto, A., Barnes, P. J., Bourbeau, J., Celli, B. R., Criner, G. J., Frith, P., Halpin, D. M. G., Han, M., Varela, M. V. L., Martinez, F., de Oca, M. M., Papi, A., Pavord, I. D., Roche, N., Sin, D. D., Stockley, R., Vestbo, J., Wedzicha, J. A., & Vogelmeier, C. (2019). Global strategy for the diagnosis, management, and prevention of chronic obstructive lung disease: The GOLD science committee report 2019. European Respiratory Journal, 53(5).
Statista (2020a). B2B e-commerce and EDI sales in the United States from 2019 to 2021. Retrieved December 13, 2022, from https://www.statista.com/statistics/540658/projected-b2b-e-commerce-volume-usa/
Statista (2020b) Amazon’s share of online retail sales in selected regions as of September 2020. Retrieved from https://www.statista.com/statistics/1183515/amazon-market-share-region-worldwide/
Täuscher, K., & Laudien, S. M. (2018). Understanding platform business models: A mixed methods study of marketplaces. European Management Journal, 36(3), 319–329.
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.
Thaichon, P., Surachartkumtonkun, J., Quach, S., Weaven, S., & Palmatier, R. W. (2018). Hybrid sales structures in the age of e-commerce. The Journal of personal Selling and Sales Management, 38(3), 277 302.
Tiwana, A. (2014). Platform ecosystems: Aligning architecture, governance, and strategy. Elsevier Science and Technology.
Tiwana, A. (2015). Evolutionary competition in platform ecosystems. Information Systems Research, 26(2), 266–281.
UNCTAD. (2019). Trade and development report 2019: Financing a global green new deal. https://unctad.org/publication/tradeand-development-report-2019
Vendrell-Herrero, F., Bustinza, O. F., Parry, G., & Georgantzis, N. (2017). Servitization, digitization and supply chain interdependency. Industrial Marketing Management, 60, 69–81.
Wang, Z., Rafait Mahmood, M., Ullah, H., Hanif, I., Abbas, O., & Mohsin, M. (2020). Multidimensional perspective of Firms’ IT capability between digital business strategy and Firms’ efficiency: A case of Chinese SMEs (Vol. 10, pp. 1–15). SAGE Open.
Yang, Z., Diao, Z., & Kang, J. (2020). Customer management in internet-based platform firms: Review and future research directions. Marketing Intelligence & Planning, 38(7), 957–973.
Yin, R. K. (1999). Enhancing the quality of case studies in health services research. Health Services Research, 34(5 Pt 2), 1209.
Yoon, Y. L., et al. (2021). Buyer-supplier matching in online B2B marketplace: An empirical study of small and medium sized enterprises (SMEs). Industrial Marketing Management, 93, 90–100.
Yuan, C., Moon, H., Wang, S., Yu, X., & Kim, K. H. (2021). Study on the influencing of B2B parasocial relationship on repeat purchase intention in the online purchasing environment: An empirical study of B2B E-commerce platform. Industrial Marketing Management, 92, 101–110.
Zhang, Y., & Bhattacharyya, S. (2010). Analysis of B2B e marketplaces: An operations perspective. Information Systems and e-Business Management, 8(3), 235–256.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Baumgarten, N., Abrantes, B.F. (2023). Online Trading and Platform Capabilities on the Chemical Industry in Germany. In: Abrantes, B.F., Madsen, J.L. (eds) Essentials on Dynamic Capabilities for a Contemporary World. Studies on Entrepreneurship, Structural Change and Industrial Dynamics. Springer, Cham. https://doi.org/10.1007/978-3-031-34814-3_7
Download citation
DOI: https://doi.org/10.1007/978-3-031-34814-3_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-34813-6
Online ISBN: 978-3-031-34814-3
eBook Packages: Business and ManagementBusiness and Management (R0)