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The development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. "The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions" ([26] Liang et al. , 2004, p. 538). According to the [15] Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1 [Figure omitted. See Article Image.]). Many academics and practitioners have emphasized that the internet is a major platform for e-marketing to deal with marketing mixes, which include global accessibility ([23] Laudon and Laudon, 2002), convenience in updating ([39] Sandeep and Singh, 2005), real-time information services ([13] Harridge-March, 2004), interactive communications features ([6] Chaffey, 2004), and unique customisation and personalised capabilities ([45] Teo and Tan, 2002). Additionally, e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy both buyers and sellers ([32] Ngai, 2003). [44] Strauss and Frost (2001) support the above statement and suggested that, sales, public relations, direct marketing, and advertising are marketing communication that comprises the crucial components of e-marketing strategy.
B2B e-marketplace, as one of the major trading platforms brought by the internet technology has made a significant contribution to the e-marketers. The larger organisations are taking advantages from the vast array of suppliers/buyers via the B2B e-marketplace ([43] Stockdale and Standing, 2004). However, small and medium sized enterprises (SMEs) are also eager to compete in the electronic environment remain concerns as how their businesses can gain benefits from B2B e-marketplace. With significant online and offline publications from both academia and industry ([44] Strauss and Frost, 2001; [6] Chaffey, 2004; [39] Sandeep and Singh, 2005; [5] Brady et al. , 2008), there is a growing awareness of the contribution of the e-marketing in the global environment. Nonetheless, there is limitation on how to explore the opportunities for SMEs in benefiting from the emergent e-marketing practices, derive from the B2B e-marketplace.
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