eMarkets allow buyers and sellers to conduct their business relationships within an electronic environment, yet companies are not participating in them as expected. This research investigates the buyer's perception of key success factors for eMarkets. The results indicated that both basic enablers and differentiators were perceived as a given. The implication for marketing strategy is that new differentiators need to be developed to position eMarkets relative to their competition.

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... also need to consider the impact of external environmental factors on the marketing strategies they develop.