The literature on electronic marketplaces has a number of limitations; inconsistencies in defining electronic marketplaces and measuring their performance; a limited amount of empirical research focusing on electronic marketplace performance; and the absence of an electronic marketplace performance model. This study examines 8 electronic marketplaces operating in diverse geographical and product markets. The study reveals the factors that affect electronic marketplace performance, and illustrates how these factors impact performance. Using the concept of fit as a theoretical lens, this study illustrates how electronic marketplaces, through their actions, improved their performance. Finally, the presents a model of electronic marketplace performance.
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