Only a few years ago B2B exchanges were expected to completely alter conventional buyer-supplier relationships. The reality has been otherwise. Only 10% of the 1 000 B2B exchanges launched in the past 18 months are reportedly still in operation. Meanwhile the important B2B action seems to have shifted to industry-wide exchanges run by incumbent firms such as Covisint in the auto industry and Transora in the consumer products sector. In a new research study Wharton management professor John Paul MacDuffie and colleague Susan Helper explore this evolution.
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