A Model for the Problem Identification of Entry into the B2B Online Markets

Document Type : Original Article

Authors

1 Semnan University

2 Tarbiat Modares University

3 Tehran University

Abstract

Objective:   Identifying the problems and limitations for entry into the B2B online markets is a prerequisite for any action for those companies that seek to broaden their online market. To identify these problems, while knowing that very little research has been done about B2B online market entry problems, the data were drawn from in-depth interviews with experts (high-level managers). Methodology:  12 key people, with relevant work and education experience, who were interested to participate in the interviews, were chosen from 15 business-to-business companies active in IT industry by judgmental sampling method.  Finding: Data were analyzed using qualitative research and thematic analysis. By examining the basic themes, two general orientations of "problem nature" and "problem-solving time" were identified.  Result: By combining these two Organizer themes, nine universal themes were formulated including internal prolems, internal-external problems, and external problems in short-term, mid-term and longterm time

Keywords

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History

  • Receive Date: 07 January 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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