TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Naujoks, Tobias
T1  - Marketing functions and B2C e-marketplaces
BT  - an exploratory analysis
JF  - Journal of marketing channels
N2  - Business-to-consumer e-marketplaces are an important and fast-growing distribution channel. Nevertheless, there is a lack of literature that attempts to describe and classify business-to-consumer e-marketplaces and to analyze their role in the distribution channel. This article seeks to address this deficiency and to add clarity to our understanding of these two-sided platforms. A new innovative marketing functions concept is developed: the PILT framework. It consists of four main functions—product, information, logistics, and transaction—and ten subfunctions. Applying this framework reveals that business-to-consumer e-marketplaces are infomediaries, completely fulfilling only information functions. All other functions must be managed by the sellers themselves or outsourced to other intermediaries such as logistics companies or banks. A case study of Amazon and Walmart Marketplace is presented to further illustrate the PILT framework. It reveals that Amazon Marketplace fulfills more marketing functions than Walmart Marketplace, which may be an important success factor for B2C e-marketplaces.
KW  - Business-to-consumer e-marketplaces
KW  - Functional analysis
KW  - Germany
KW  - Infomediaries
KW  - Marketing functions framework
KW  - Online intermediaries
Y1  - 2020
SN  - 1046-669X
SS  - 1046-669X
U6  - https://doi.org/10.1080/1046669X.2020.1828687
DO  - https://doi.org/10.1080/1046669X.2020.1828687
VL  - 26
IS  - 4
SP  - 250
EP  - 262
ER  -