Innovating Service Delivery Through a Community-Based B2B2C Platform: A Case Study of Card Union

The continuous evolution of e-business has demanded firms to seek innovative business models to collect and integrate information from electronic marketplaces. The authors present a case study of Card Union to investigate how companies can develop innovative models of service delivery at different stages to adapt to the changing environments of electronic business. Their analysis demonstrates that B2B2C models allow firms to extend their product and service varieties through information integration and delivery so as to obtain the benefits of long-tail effects and economies of scope. The authors' research provides valuable insights about the evolution of B2B2C models and practical guidance for managers to effectively design and deploy their e-business models.