City University of Hong Kong
The emerging online business-to-business marketplace in China, with major websites such as Alibaba and ECVV has presented a huge opportunity for small-and-medium enterprises to reach out to an extensive pool of potential corporate customers. This would not have been possible through conventional strategies such as trade fairs and road shows. Despite the availability of B2B opportunities, SMEs may not be able to benefit from participation in the B2B marketplace. Prior to making a decision on participation in the B2B marketplace, an SME needs to decide on whether to pay for its presence on the website of a B2B marketplace operator.