Chapter 2

Digital Marketplaces and Efficient Supply Chains: Can They Co-Exist?

Ram Ganeshan

The College of William and Mary

Katherine Gehman

@markets

INTRODUCTION

EVERY DAY THE BUSINESS NEWS reports on the newest business-to-business (B2B) technology and undoubtedly a new buzzword is also introduced to describe its business model. Supply webs, E-hubs, metamediaries, net markets, fat butterflies, digital exchanges—certainly, each term has a distinct definition, but the origin of the B2B concept remains the same. Use the Internet to bring buyers and sellers together in order to decrease costs and increase efficiencies for everyone.

Our intent in this chapter is to outline broadly two parallel revolutions in the B2B world. The first, also called ...

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