Making B2B Convenient

摘要

When the Marlboro Man goes B-to-B, you know that this phenomenon is for real. Philip Morris may be betting that using technology to create efficiencies in its marketing chain will woo back investors. Last year, Chevron, Oracle, and McLane—a Wal-Mart Stores subsidiary and convenience-store distributor—formed RetailersMarketXchange (RMX), an independent, online service that will make it easier for convenience stores, small retailers, and their suppliers to do business together. Philip Morris, which owns the Marlboro brand and half of the U.S. tobacco-sales market, recently joined. All four partners took equity shares in the company. The ultimate vision is to connect the 120,000 convenience-store retailers and gas-station snack shops in the United States with suppliers through an e-hub.