How Managers Get B2B Marketplace Scaling Wrong

Journal
MIS Quarterly Executive
Type
journal article
Date Issued
2026
Author(s)
Wlcek, Manuel
;
Gawer, Annabelle
;
Gassmann, Oliver
;
Abstract
B2B marketplaces are experiencing a powerful resurgence, promising to simplify global sourcing amid increasing geopolitical tensions, trade tariffs and growing supply chain disruptions. However, managers strive to replicate B2C success stories but misjudge unique B2B scaling challenges. Drawing on two pioneering B2B marketplaces, we highlight how B2C platform thinking leads managers into latent scaling traps. Our cases underscore the importance of setting a viable focus, deliberate product building, as well as physical selling and right-touch service to establish and scale B2B marketplaces in traditional industries.
Language
English (United States)
Keywords
B2B Marketplaces
Industry Platforms
Platform Strategy
GenAI Adoption
Industry
URL
File(s)
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open.access

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Manuscript_HowManagersGetB2BMarketplaceScalingWrong.pdf

Size

2.33 MB

Format

Adobe PDF

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