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To date, the interfacing between businesses through digital marketplaces has come to the forefront of management attention and has been embraced with a great deal of enthusiasm. At present, a week seldom goes by without an announcement of a new B2B marketplace being established. It is estimated that there are already close to 4,000 known marketplaces worldwide, however this number varies significantly according to the source. Businesses religiously regard the digital marketplace, especially the business-to-business (B2B) marketplace, as a leverage through which they can gain real competitive advantages. Truly, there have been many varieties of Internet born business approaches such...

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