TOWARDS B2B PLATFORM THEORY: UNDERSTANDING THE FUNCTIONAL CORE OF B2B MARKETPLACES

Platform marketplaces have been extensively researched. However, most of this research focused on B2C cases, attributing a ‘dominant platform logic’ based on two-sided markets, network effects, or winner-takes-it-all dynamics. Applying this dominant platform logic in structurally heterogeneous and inherently complex business-to-business (B2B) environments holds limited explanatory character due to the fundamentally different nature. Recognizing this gap, we provide a more nuanced perspective on B2B marketplaces. Using fuzzy-set Qualitative Comparative Analysis (fsQCA) on 46 product marketplaces, we identify three configurations of core functionality that significantly exceed mere matching of supply and demand. Our findings reveal that process integration, decision support, solution modularity, and interface accessibility contribute to B2B marketplace success. Identifying significantly more complex value creation mechanisms of B2B marketplaces, we aim to contribute early insights to B2B platform theory-building while critically assessing the applicability of B2C ‘dominant platform logic’ in B2B contexts, highlighting the need for a more context-sensitive approach.