2B or Not 2B

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:

Citation

Oliver, R.W. (2001), "2B or Not 2B", Journal of Business Strategy, Vol. 22 No. 3, pp. 7-9. https://doi.org/10.1108/eb040164