B to B firms' motivation to become members of digital platforms: the case of crowd UK. Issue 2 (3rd April 2021)

• Record Type: Journal Article
• Authors: Ruhland, Sina; Kooli, Kaouther; Wright, Len Tiu
• Is Part Of: Journal of business-to-business marketing. Volume 28:Issue 2(2021)
• Page Start: 125
• Page End: 147
• Publication Date: 2021-04-03
• Subjects: Digital transformation -- digital platform -- motivation to join a platform -- multi-stakeholders' persepctive; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1080/1051712X.2021.1920698
• Languages: English
• ISSNs: 1051-712X

Abstract

ABSTRACT: Purpose The purpose of this study is to develop a conceptual framework that identifies the determinants leading to B-to-B firms' motivations and subsequently to their intentions to become members of a new digital platform from a multi-stakeholders' perspective, while mapping factors that encourage the intention and actual registration of B-to-B players to use the particular digital platform. Design/methodology/approach A qualitative methodology is adopted as the research study has semi-structured interviews in order to gain in-depth responses with firms, using the context of "This is Crowd Ltd, " a Business to Business firm from the creative industry.