The purpose of the research is to explore electronic marketplace (EM) strategies adopted by enterprises in free markets and controlled markets. Meanwhile, their differences are compared.
In the research, the EM strategies adopted by enterprises in free markets from the value‐chain perspective are discussed first. Then, in‐depth interviews with enterprises in controlled markets are followed.
The effect on corporations' marketing effectiveness is rather limited because fewer competitors resulted in little competition and more monopolization in a controlled market. Also, the buyer focuses on product quality without a high awareness of the concept of cost.
The results indicate that there are differences in EM strategies adopted by enterprises in free and controlled markets from the value‐chain perspective.
Faced with the expanding internationalized markets, companies must carefully consider the operational modes and strategies of EMs.
