The EEE encounter model: Applying the service dominant logic to B2B e-marketplaces
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The EEE Encounter Model: Applying the Service Dominant Logic to B2B e-Marketplaces
Mari Anjeli Lubrica, Muriati Mukhtar, Salha Abdullah
Received: 10 May 2011 / Accepted: 7 July 2011 / Published: 31 August 2011 © The Society of Service Science and Springer 2011
ABSTRACT The Internet has provided tools offering marketplaces the opportunity to expand through the Web. Businesses have taken hold of these possibilities and have started to engage in online business-to-business (B2B) transactions. Still, though B2B e-marketplaces have produced early excitement, they have failed to hold transaction volumes. Though there are many reasons for failure, it is contended that the goods dominant approach used to develop these emarketplaces is a reason why B2B systems have had difficulty in sustaining transaction volumes. The emerging service dominant logic (SDL) however addresses the problems caused by the goods dominant logic. Having an SDL-based reference model would therefore be advantageous to the B2B sector. Business-to-consumer (B2C) e-marketplaces have made moves to implement SDL. In addition, frameworks for value co-creation exist in the B2C context. However, little research has been done on its application on the B2B context. This research attempts to fill up that gap. KEYWORDS B2B e-Marketplaces, Reference Models, Framework, Service Science, Service Dominant Logic. Mari Anjeli Lubrica ( ) Information Science and Technology, Unversity Kebangsaan Malaysia e-mail: [email protected] Muriati Mukbtar Information Science and Technology, Universiti Kebangsaan Malaysia e-mail: [email protected] Shlha Abdullah Information Science and Technology, Universiti Kebangsaan Malaysia e-mail: [email protected]
50 Mari Anjeli Lubrica, Muriati Mukhtar, Salha Abdullah
1. INTRODUCTION With the rise of the Internet and with the introduction of various ICTs, individuals, organizations, public and private sectors have now made moves to find their place in the World Wide Web. Businesses and marketplaces are no exceptions, seeing how the Internet can provide avenues for growth and expansion as numerous activities such as communication, information retrieval, and business transactions can be done online. Dai & Kauffman (2001) noted that the possibility of using Internet technologies to conducting inter-firm business transactions has given rise to a sudden excitement to businessto-business (B2B) electronic commerce. However, despite the initial success and the many success stories, there have been many challenges which have caused the failure of some B2B systems. The reasons for their lack of success are many and vary from case to case. Some failed because of technical, organizational, economic and legal challenges being some of those challenges (Dai & Kauffman 2001). Others did not gain success because of lack of support from market makers, lack of standards or a common framework, little understanding of the environment, the supply-chain integration, industry environment, the identification of benefits, the global trading, and financial constr
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