Purpose Electronic commerce (EC) strategy – performance logic has gained significant popularity in the literature, particularly from the resource-based view (RBV) of theoretical underpinning. However, such an obsession of focusing on organizations' complementary resources has been increasingly...

Purpose – The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small...