Elements of Marketing on Global Online Marketplaces: A New Conceptual Framework for B2B Companies

Axel William Karlsson

Student thesis: Master thesis


Propelled by the driving forces of technology and globalization, the business-to-business landscape has in the last decades experienced an unprecedented pace of change. The digitalisation of marketplaces has eliminated geographical barriers to global trade. This development has forced companies to abandon many of the principles that have guide generations of managers. It has also blurred the lines between business and consumer marketing. Despite the availability of global online marketplaces, many companies have not been able to take advantage of the opportunities they enable. While marketing has become prevalent for B2B companies the relative relevance has not reached equivalent academic attention. Academic knowledge plays an important role in understanding the dynamics of the business environment. Both marketers and researchers face a new reality, but there is a lack of conceptual frameworks that provides an understanding of it. Existing frameworks such as the marketing mix have been deemed outdated and insufficient in explaining today’s environment. This thesis investigates marketing elements available to companies pursuing an e-commerce strategy on global online marketplaces. By developing a conceptual framework that explains relevant marketing elements, the thesis contributes to the understanding of today’s B2B environment. Findings from the literature on marketplaces, marketing, and conceptual frameworks are bridged with the results from a field study with industry experts that participated in semistructured interviews. Based on academic and empirical findings the researcher suggests a new conceptual framework containing eight interlinked marketing elements that companies pursuing an e-commerce strategy on global online marketplaces should consider to enhance their adaptation to the platforms.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2021
Number of pages103
SupervisorsJonas Hedman