Business‐to‐business market making on the Internet Available to Purchase

Explores the emergence of market‐making as a viable business model on the Internet. Exploratory field research suggests that business‐to‐business marketers with international audiences might find this environment most in need of the roles an electronic middleman can play. Examines the critical factors which influence success for these new market makers (MMs) and the trade‐offs they must make to ensure that they reach critical mass in the short‐term and create a sustainable position in the long term. Concludes with a set of recommendations to guide would‐be MMs in making these strategic choices.