Web-based B2B portals |
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Authors: | Irvine Clarke III [Author Vitae] Theresa B Flaherty [Author Vitae] |
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Institution: | Marketing Program, College of Business, James Madison University, MSC 0206, ZSH 643, Harrisonburg, VA 22807, USA |
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Abstract: | A portal development frenzy is sweeping through commerce in an attempt to capture the growing business-to-business (B2B) Internet market. However, the very tactics employed to attract users have blurred the significance and, consequently, the effective utilization of portals in B2B strategies. This research analyzes the development of portals to propose a classification based on the informational/transactional, horizontal/vertical, and public/private dimensions of portals. Clarification of portal dimensions should provide B2B marketing managers with a superior focus in the production of efficient portal strategies for achieving business objectives. Strategic implications for acquiring and maintaining users and a five-step approach for developing an effective B2B portal strategy are presented. |
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Keywords: | Portal Portals Business-to-business B2B Internet marketing E-commerce Portal strategy |
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