Modern business-models for intermediary companies on B2B market

Tatyana Fedorova
Postgraduate Student, Marketing Department, Odessa National Economics University, Ukraine, e-mail: tatyanafdr@gmail.com, ORCID ID: https://orcid.org/0000-0003-0949-0459

Cite this article:

Fedorova, T. (2018). Modern business-models for intermediary companies on B2B market. Ed.: M. Zveryakov (ed.-in-ch.) and others [Suchasni biznes-modeli kompanii-poserednykiv na rynku B2B; za red.: М. I. Zvіeriakova (gol. red.) ta in.], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 4 (68), pp. 193–202.

Abstract

The article analyzes the approaches to the concept of «business model», which are used in the modern economy. The necessity of innovations bringing to existing business models in the digital economy, especially in the B2B market, is substantiated. The emphasis is placed on the need for business models typing, namely, on the extroversive and introversive approach. Changing the intermediary companies function and role in the value chain contributes to the active use of existing means of transition to new forms of interaction with all market participants. Differences in marketing activity management of enterprises with the platform and linear approach using are clarified. It is shown how a change in the management approach affects the definition of criteria for the efficiency of commercial activity: from profit growth, as it was before, to growth of contacts number and transactions in organizations, which constructed on the platform principle. It was revealed that the approach to the users role in the buying process and their segmentation is changing – they become the company’s capital assets with platform business models, as they themselves possess the necessary resources and provide them to other participants for use. The main objectives of platform marketing management lie in the decision from what segment and transaction the company will be able to get profit and also providing such environment, where users will be able to realize conveniently the desire in interaction at the market. The formation of holistic value chains based on new business models, which shaped under the influence of information technology and trends in the modern economy, is proposed. The introduction into the existing business models of the management platform type elements, which will help to realize a new opportunities for intermediary structures, is substantiated.

Keywords

business-models; intermediary companies; B2B markets; platform companies; linear companies; digital economy.

JEL classification: J210; DOI: https://doi.org/10.33987/vsed.4(68).2018.193-202

UD classification: 339.13

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