Strategies for successfully deploying e-markets: lessons from the China context

Abstract

Several e-marketplaces, operating from the US, Hong Kong (HK) and China cater exclusively to China related trade. Amidst conflicting reports on China's B2B growth forecasts and uncertain survival prospects of e-markets, strategies for successful deployment become important. In this study we analyse the characteristics and deployment strategy of 4 e-markets that cater to China trade. Based on our analysis of these e-markets and review of extant research and frameworks that address the issues of e-market participation and deployment, we conclude that existing IS frameworks that help managers effectively deploy e-markets must be revised and augmented. A new framework for successful deployment of e-markets is developed. We conclude with a summary of our research and directions for further research.