engleski

Electronic commerce in Business-to-business market

In the first part of this paper the authors present development and theoretical boundaries of Internet commerce, as well as possibilities of Internet usage in the business-to-business market. Business-to-business marketing is a wide concept of marketing principles and strategies oriented towards co-operation with all partners in the market, except the former consumer. Recent interest has been given to it, both in theory and practice, especialy supported with opening of the markets that use to be isolated or "protected". The existing paradigm of 4P's (product, price, place and promotion) is less suitable for turbulent markets, especially when thinking of importance of other variables, such as people, relationships, co-operation, information technologies, and in the last five years - the Internet. Using Internet in business yields many advantages and considerable added value. Therefore it is a base for a business platform change. At the same time, Internet usage improves the existing way of communication with partners in a value chain. The basic models of market orientation, from mass production to (individually) customized marketing are tempted, primarily because of the Internet power to interact with customer and (mass) customize the order to each individual. Internet is a result of globalization. The fact of its expansive growth and penetration velocity of electronic commerce dictates the necessity of an adjustment to the trend. Considering the different basics between developed economies and those in transition, it effects their discrepancy even more. The differences are primarily evident in the infrastructure needed for Internet supported (or based) commerce. Even more, the differences are evident in lack of specified knowledge and general opinion on Internet among potential users. The second part of this paper is a result of the research project on Internet usage in Croatian firms. Precisely, it is a report on level, ways and frequency of Internet usage, with emphasis on business-to-business marketing. The main research topics are relations and communication with partners, Internet as a promotion tool, general opinion on Internet commerce, as well as future intentions related with Internet.

electronic commerce; business-to-business marketing; Internet; globalisation

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