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9.DiscussB2Bnetworks

10.Discussissuesinmanagingexchanges,includingthecriticalsuccessfactorsofexchanges.

Content

ChemConnect:

TheWorldCommodityChemicalExchange

6.1B2BElectronicExchanges—AnOverview

6.2B2BPortalsandDirectories

6.3Third-PartyandDirectoriesExchanges

6.4ConsortiumTradingExchanges

6.5DynamicTrading:

MatchingandAuctions

6.6PartnerandsupplierRelationshipManagement

6.7BuildingandIntegratingE-MarketplacesandExchanges

6.8B2BNetworks

6.8OtherB2BImplementationIssues

6.9ManagingandtheFutureofExchanges

ManagerialIssues

Real-WorldCase:

GlobalTransportationNetworkOceanPortal

AnswerstoPause/BreakSectionReviewQuestions

Section6.1ReviewQuestions

1.DefineB2Bexchangesandlistthevarioustypesofpublicexchanges.

AB2Bexchangeisamany-to-manye-marketplaceforbusiness-to-businesstransactions.Exchangesarecategorizedasdirectorindirect,andthensystematicorspotsourcing.

2.Definestrategicsourcingandspotsourcing.

Strategicsourcingispurchasingcompletedthroughlong-termsupplierrelationships.Spotsourcingismakingunplannedpurchasesastheneedarises.

3.Differentiatebetweenaverticalexchangeandahorizontalexchange.

Averticalexchangeworkswithspecificproductsforaspecificindustrywhileahorizontalexchangesworkswithgeneralproductsformanyindustries.

4.Whatisdynamicpricing?

Howdoesitwork?

Dynamicpricingispricingthatchangesbasedonthedemandfortheproductorserviceataspecifictime.Auctionsareanexample.

5.Describethetypesofownershipandthepossiblerevenuemodelsofexchanges.

Exchangescanbeownedbyanindustryleader,aneutralpartyorbyaco-op.Revenuecanbecreatedbytransactionfees,servicefees,membershipfees,advertisingandothersources.

6.Listthepotentialadvantages,gains,limitations,andrisksofexchanges.

ThegainsandrisksofexchangesaresummarizedinExhibit6.4.

Section6.2ReviewQuestions

1.DefineB2Bportals.

Theseareinformationportalsforbusinesses.

2.Distinguishavortalfromahorizontalportal.

Avortalisaverticalportalthatconcentratesonasingleindustryorindustrysegment.Ahorizontalportaldealswithawidevarietyofproductsofgeneralappeal.

3.ListthemajorservicesprovidedbyA.

Theprimaryservicesthatthisfirmprovidesincludeahorizontalinformationportalforclassifiedadsandreverseauctions.Additionally,thefirmofferssecondaryservicessuchase-mail,clubmemberships,news,legalinformation,arbitration,anddiscussiongroups.

4.CompareAwithitscompetitorssuchasasia-and.

Studentresponseswillvary.

5.DescribesomedirectoryservicesinB2B.

Theseservicesgenerallyprovidelistsofsuppliersforawidevarietyofmaterials/product/services.

6.DescribetheroleofsearchenginesforB2Bmarkets.

Withthegrowthofdirectories,itisbecomingimportanttousesearchtechnologytokeeptheprocessefficient.

Section6.3ReviewQuestions

1.Whatisathird-partyownedexchange?

Athird-partyexchangeisanexchangethatisownedbyaneutralthirdparty.

2.Defineliquidity.

Liquidityistheresultofhavingasufficientnumberofparticipantsinthemarketplaceaswellasasufficienttransactionvolume.

3.Describethesupplieraggregationexchange.

Thesupplieraggregationexchangeofferscatalogsbyavarietyofsuppliersthatareplacedinthesameorderingarea.

4.Describethebuyeraggregationexchange.

Inabuyeraggregationexchange,buyersaregroupedtogethertopurchasefromasingleseller.

5.Listthemarketcharacteristicsthataremostsuitableforthird-partyexchanges.

TheyappeartosucceedinindustriesbasedonMROswithstableprices.

Section6.4ReviewQuestions

1.DefineCTEs.

Consortiatradingexchangesareformedandoperatedbyagroupofmajorcompaniesprovidingindustry-widetransactionservices.

2.Describepurchasing-orientedconsortiaandselling-orientedconsortia.

Consortiathatareconcernedprimarilywiththeefficientpurchasingofgoodsarepurchasing-orientedconsortia.Theconsortiathatareconcernedprimarilywitheffectivelysellingproductsareselling-orientedconsortia.

3.Describepotentiallegalissuesforconsortia.

Theconsortiagenerallydealwithissuesofantitrust.

4.Listthemajorcriticalsuccessfactorsofconsortia.

Themajorcriticalsuccessfactorsofconsortiainclude:

thesizeoftheindustry,theabilitytodriveuseradoption,elasticity,standardizationofproducts,managementofintensiveinformationflowandsmoothinginefficienciesinthesupplychain.

Section6.6ReviewQuestions

1.Explainhowmatchesaremadeinexchanges.

Matchesaremadebylinkinggoodsandtheirquantitiesbetweenbuyersandsellers.Thisisgenerallyafullycomputerizedprocess.

2.Explainhowprivateandpublicauctionsareconductedinpublicexchanges.

Publicauctionsareconductedopenlyforalltoviewandparticipatein.Privateauctionsareconductedbyinvitationonlyinprivatetradingrooms.

3.Comparefullydedicatedandpartiallydedicatedauctionexchanges.

Fullydedicatedauctionexchangesfocuspurelyonauctionsastheirbusinessmodel.Partiallydedicatedexchangesprovideauctionsasapartoftheoverallpackageofservicesdelivered.

Section6.6ReviewQuestions

1.WhattypeofinformationofusetoB2Bisprovidedbydirectoryservicesandsearchengines?

Theserviceprovidedisonethatallowsbuyersandsellerstosortthroughthelargevolumeofpotentialpartners.

2.HowdoesPRMdifferfromCRM?

FromSRM?

PRMisdifferentfromCRMinthatitisfocuseddirectlyonservicingbusinesspartnersandnotindividualcustomers.SRMisfocusedonservicingsuppliers.

3.ListfiveotherservicesforB2B.

4.Describee-communitiesinB2B.

E-communitieshelptointegratethesupplychainparticipantsandprovideavaluabletoolfornetworkingandmarketresearch.

Section6.7ReviewQuestions

1.Listthestepsinbuildingaverticalexchange.

Thestepsinbuildingaverticalexchangeincludethinkingahead,planning,systemsanalysisanddesign,buildingtheexchange,testing-installation-operation,andsystemevaluationandimprovement.

2.Describetheintegrationissuesforthird-partyexchanges.

Integrationissueswiththird-partyexchangesincludecommunications,processandinformationcoordination,andsystemandinformationmanagement.

3.Listsomeintegrationsolutions.

Solutionscouldincludetheuseofappropriatecommunicationprotocolsandmiddleware.

Section6.8ReviewQuestions

1.DescribeprivateB2Bnetworksandlisttheircharacteristics.

Thesenetworksprovideallthenecessaryconnectingdevicestofacilitatetheoperationsofthenetwork.Characteristicsarelistedonpage258.

2.Compareverticalandhorizontalnetworks.

Networksthatfocusonindividualindustriesareverticalinnature.Horizontalnetworksspanseveralindustries.

3.DescribetheGXSnetworkandisTradingGrid.

Thisnetworkprovidesavarietyofservicestoenablehigh-volumecommerce.TheTradingGridisaWeb-basedportalusedtoaccessmanyoftheotherfeaturesoftheGXSnetwork.

4.DescribeAriba’sSNnetwork.

Thisisahorizontalnetworkthatallowsbusinessestoaccessalargearrayofsuppliersatonepoint.

Section6.9ReviewQuestions

1.Listthemajorproblemsofpublicexchanges.

Publicexchangeshavethefollowingproblems:

transactionfeeskeeptheusersaway,companiesdonotliketoshareinformation,costsavingsarenotashighasexpected,recruitingsuppliersisdifficult,toomanyexchangesexistedandsupplychainimprovementswerenotfactoredin.

2.Howcanexchangescausedisintermediation?

ExchangescancreatedisintermediationbyremovingtraditionalB2Bintermediariesfromexistingsupplychains.

3.WhatroledosoftwareagentsplayinB2B?

SoftwareagentscanplayavarietyofrolesinB2B.Theycanfacilitatemanyoftheprocessesfromcustomeracquisition,toneed/productidentification,tosalesanddistribution.

Section6.10ReviewQuestions

1.Whataresomeofthequestionsoneshouldaskwhenevaluatingexchanges?

（Hint:

seeOnlineFileW6.4.）

2.Describetheconceptofcentrallymanagingexchanges.

Thismodelallowsseveralindividualexchangestobecollectivelymanaged.Thisallowsforgreatercostreductionsandaggregationoftechnicalrequirements.

3.ListthefivecriticalsuccessfactorsforexchangescitedbyRamsdell.

Thefivecriticalsuccessfactorsinclude:

earlyliquidity,therightowners,therightgovernance,opennessandafullrangeofservices.

4.Discussothercriticalsuccessfactorsforexchanges.

Othercriticalsuccessfactorsforexchangesaredetailedonpage287.

5.ReviewthenewdirectionsofB2Bexchanges.

Manypotentialdirectionsexist,butmanyfocusonincreasinginformationflowtoincreasetrust.

6.DescribesuccessfulB2Bexchangemodels.

SuccessmodelsinvolvemanyfactorsassummarizedinInsightsandAdditions6.2.

AnswerstoECApplicationCaseQuestions

ECApplicationCase6.1:

Agentrics:

AGiantRetailExchange

1.Enterandfi