An empirical framework developed for selecting B2B ebusiness models the case of Australian agribusiness firms

Eric Ng

Faculty of Business, University of Southern Queensland, Toowoomba, Australia


Purpose - To develop a preliminary framework for Australian agribusiness organisations seeking to select business-to-business (B2B) e-business

Design/methodology/approach - A literature review was conducted on topics related to strategic decision making and B2B e-business models. Particularly, factors influencing the strategic decision on the choice of e-business models to be selected were examined. The review aims to provide an initial framework for the research study to be conducted. The research was conducted in two stages: depth interviews (stage one) and case studies (stage two).

Findings - Provides information on factors (both internal and external) influencing the choice of e-business models and also insight into the current practices of Australian agribusiness in relation to the selection process of B2B e-business models. A framework was developed to assist agribusiness organisations to make decisions on the selection of the most appropriate e-business models.

Research limitations/implications - This study is exploratory in nature and thus the findings cannot be generalised to the population at large. Further conclusive explanatory research is required for generalisation and the guidelines developed in this study could be replicated and tested in other agribusiness sectors or in other industries.

Practical implications - Managers are able to consider and examine the relevance of the guidelines and criteria developed, and determine the essential factors that require consideration during their selection process. The guidelines can also assist managers to determine the level of resources, technological infrastructure and knowledge and understanding of e-business models required.

Originality/value - This paper brings together two disciplines - strategic decision making and development of e-business models - that have not been combined prior to this study. The research findings have contributed to the development of existing theory in these two areas. The research also offers insights into the selection of e-business models within the agribusiness industry that traditionally lagged behind in e-business. The development of the framework and guidelines has assisted managers in their selection of e-business models and given them an appreciation of what others in the industry are doing.

Keywords Business-to-business marketing, Electronic commerce, Australia, Agriculture Paper type Research paper

An executive summary for managers and executive readers can be found at the end of this issue.

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