The design and development of an e-marketing framework for the Asian B2B market place

Kian, Chong Woon (2011) The design and development of an e-marketing framework for the Asian B2B market place. PhD thesis, University of Bolton.

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Business-To-Business electronic Marketplace (B2B e-Marketplace) is an electronic platform for buyers and sellers that provide a new dimension in facilitating the marketers to work more effectively when making critical marketing decisions. However, Small to Medium Sized Enterprises (SMEs) especially in the Asian B2B marketplace who are keen to compete in the electronic environment remain concerned about how their businesses can benefit from the B2B e-Marketplace. This study focuses on the SMEs operating in a number of Asian economies, specifically in China, Malaysia, Philippines, Singapore, Thailand and India. The rational for choosing these countries is based on their advanced and well-developed B2B e-Marketplaces. This study employed a triangulated methodology containing both quantitative (online survey) and qualitative (interview) data collection mechanisms. A key finding is the development of a theoretical framework for SMEs, emerging from the analysis of 406 companies from various industrial sectors. Based on the findings, an e-Marketing (electronic marketing) framework derived from B2B e-Marketplace, termed as B2B e-MF, was developed for practising e-Marketing in SMEs. The framework emerged from a review of literature in the fields of e-Marketing and the B2B e-Marketplace and was empirically tested from SMEs who participated in the B2B e-Marketplace. The analysis performed in this study shows that interaction with the B2B e- MF is an important dimension and has a positive and significant impact for the business efficiency and service improvement of Asian SMEs. The findings indicate that B2B e-MF is essentially the refinement of e-Marketing practices for SMEs in order to achieve performance advantages.

Item Type: Thesis (PhD)
Additional Information: Thesis submitted in partial fulfilment of the requirements of the University of Bolton for the degree of Doctor of Philosophy.
Divisions: University of Bolton Theses > Health and Well Being
Depositing User: Scott Wilson
Date Deposited: 26 Nov 2013 12:52
Last Modified: 11 Feb 2014 11:55

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