Trends in Internet-based business-to-business marketing

Arun Sharma

Research output: Contribution to journalArticlepeer-review

104 Scopus citations


The Internet is changing the transactional paradigms under which businesses-to-business marketers operate. Business-to-business marketers that take advantage of the operational efficiencies and effectiveness that emerge from utilizing the Internet in transactions are outperforming firms that utilize traditional transactional processes. As an example, Dell computers, by utilizing business-to-business processes that take advantage of the Internet, has gained the largest market share in the PC business when compared to traditional manufacturers such as Compaq. This paper first examines the genesis of the Internet movement in business-to-business markets. The long-term impact of the increase of business-to-business utilization of the Internet on the marketing theory and marketing process is then discussed. Finally, managerial implications and directions for future research are highlighted.

Original languageEnglish (US)
Pages (from-to)77-84
Number of pages8
JournalIndustrial Marketing Management
Issue number2
StatePublished - Feb 2002


  • B2B
  • Business-to-business
  • Internet
  • Marketing trends
  • Practise

ASJC Scopus subject areas

  • Marketing


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