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Summary
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A buyer’s guide to B2B Markets
McKinsey surveyed hundreds of companies in the third quarter of the year 2000 to ascertain the perceptions of the people who actually use and run business-to-business (B2B) marketplaces. Among other things, the survey sought to answer the following questions: How much and what kind of value do B2B e-marketplaces offer? Is it long-term value? If it doesn't come from sharing information, what is its source? McKinsey research shows that buyers, investors, and marketplace executives each define value differently.

The take-away: Only B2B marketplaces that collect and exploit information not available elsewhere, our study shows conclusively, can provide anything more than short-term purchasing benefits. The sooner buyers act on this insight, the more chance they will have to shape and reshape their marketplaces without losing ground to competitors.
  


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