Impacts of E-marketplaces on the purchase of capital goods : a case study of the Australian Advanced Manufacturers

B2B e-marketplaces leverage the internet’s capabilities to efficiently connect buyers and sellers, resulting in lower transactional costs and improved communications. Academic research into the effect of e-marketplaces on the buying decision is limited. This case study used an adapted version of the ‘buy-grid’ of Robinson et al. (1967) to examine the online initiative of Advanced Manufacturing Australia, which targets the automotive and aerospace industries. Interviews with 36 senior managers identified changes to purchase behaviours brought about by e-marketplaces. Results indicate that the major impact will be on the ‘search for and qualification of potential suppliers’ stage, as the AMAus e-marketplace becomes a buyer’s intermediary