B2B marketplaces sharing IS/IT infrastructures: an exploration of strategic technology alliances

Purpose – The purpose of this paper is to explore the development of a technology alliance for B2B marketplaces. Design/methodology/approach – In this paper there was a lack of rigorous empirical evidence in the area upon which to base this study, so an exploratory methodology chosen was deemed appropriate. An interpretative case study was undertaken in the Eutilia B2B marketplace. Data gathering took place over a three‐month period from July to September 2003. The data‐gathering techniques used were semi‐structured interviews and document analysis. Findings – This paper draws upon research on co‐operative partnerships and strategic alliances to explore the applicability of technology alliances to business‐to‐business (B2B) electronic marketplaces. The paper explains a model developed by Eutilia, a leading B2B marketplace in the utilities sector, to justify such a technology alliance. The case study illustrates how Eutilia operationalised this model and entered a technology alliance with a competing B2B marketplace. The analysis shows how both marketplaces benefited from the technology‐alliance, and the paper concludes by proposing determinants of technology alliances for B2B electronic marketplaces. Research limitations/implications – In this paper a single case study was the method adopted, so findings may not be generalisable. Originality/value – This paper illustrates how B2B electronic marketplaces can benefit from technology alliances. This paper is of interest to both academics and practitioners involved in B2B electronic marketplaces.