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1、7.ElectronicMarketplacesintheAutomotiveIndustryMarcelGogolinWirtschaftsinformatikOverview°Whatareelectronicmarketplaces?°The?move-to-the-market“hypothesisrevisited°Real-worldvs.theoreticalmodelsofelectronicmarketplaces°Themixed-modeelectronicmarketplace°E-Businesspotentialsinth
2、eautomotiveindustry°Amarketplaceexample:SupplyOn–Theonline-platformoftheautomotiveindustry07.ElectronicMarketplacesintheAutomotiveIndustry2AgendaA.ElectronicMarketsB.Industrystructure:AutomotiveindustryC.Marketplaceexample:SupplyOn07.ElectronicMarketplacesintheAutomotiveIndustr
3、y3A.E-Markets1.IntroductionElectronicMarketplaceDefinitions2.Successfactors3.Mixed-modeEM°?Anelectronicmarketplace(orelectronicmarketsystem)isaninterorganizationalinformationsystemthatallowstheparticipatingbuyersandsellerstoexchangeinformationaboutpricesandproductofferings.“[Ba
4、kos1991,296]°?Ane-marketplaceisamulti-partye-commerceplatformintermediatingbetweenbusinessbuyersandsuppliers.“[Le2002,113]°?B2Be-marketsfunctionaselectronichubsthatbringtogetheralargenumberofbuyersandsellersandautomatebusinesstransactions.“[Dai/Kauffmann2002,42]07.ElectronicMar
5、ketplacesintheAutomotiveIndustry4A.E-Markets1.IntroductionE-marketCharacteristics2.Successfactors3.Mixed-modeEM°...virtual,i.e.computer-mediated,marketplaceswheremultiplesuppliersandcustomers"meet".°...(ideally)supportallphasesofbusinesstransactions.°...typicallyfocusonefficien
6、ttransactionsratherthanbackendintegration.°...areusuallyorganizedandgovernedbyanintermediary(centralizedmarket)°...followstrictrules:obligationsoftheparties,access,protectionagainstfraud(e.g.,insidertrading)etc.°...(theoretically)comeclosetotheeconomists'sidealmarket(completein
7、formation,immediatereactionsofthemarketplayers,equilibriumprice...)?Marketefficiencyistheresultofastrongregulatoryregime!07.ElectronicMarketplacesintheAutomotiveIndustry5A.E-Markets1.IntroductionInstitutionalStructure2.Successfactors3.Mixed-modeEM°Themarketprovidesrules°access,
8、protectionagainstinsidertradingetc.°tradingrules(e.g.,
