2B or Not 2B

Richard W. Oliver

21 citations0/0 files storedJournal of Business Strategy

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Digital Platforms and Economics Business Strategy and Innovation E-commerce and Technology Innovations

Abstract

Shakespeare's famous line from the play Hamlet focuses our attention on one the most important strategic decisions for most firms today. It's almost as if Shakespeare knew of the dilemma faced by a company trying to decide whether to participate in today's business to business (B2B) marketplace exchanges. As Prince Hamlet's soliloquy (Hamlet, Act 3, Scene 1) goes:

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