Cloud Service Brokerage: Exploring Characteristics and Benefits of B2B Cloud Marketplaces

  • Victoria Paulsson
  • , Vincent C. Emeakaroha
  • , John Morrison
  • , Theo Lynn

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review

Abstract

With the increasing popularity of cloud computing, a new technology and business model called cloud service brokerage (CSB) is emerging. CSB is, in essence, a middleman in the cloud-computing supply chain to connect prospective cloud buyers with suitable service providers. This chapter focuses on a type of CSB, B2B cloud marketplaces. Recently, this type of marketplace has evolved into two broad categories—business application marketplaces and API marketplaces. This chapter reviews the characteristics of B2B cloud marketplaces, and their benefits, which include ease-of-use and ease-of-integration, enhanced security, increased manageability, faster implementation, and cost reduction. The chapter concludes with two mini-case studies, on Salesforce AppExchange and RapidAPI, to illustrate how firms could use B2B cloud marketplaces to generate, capture and measure business value.

Original languageEnglish
Title of host publicationPalgrave Studies in Digital Business and Enabling Technologies
PublisherPalgrave Macmillan
Pages57-71
Number of pages15
DOIs
Publication statusPublished - 2020

Publication series

NamePalgrave Studies in Digital Business and Enabling Technologies
ISSN (Print)2662-1282
ISSN (Electronic)2662-1290

Keywords

  • API Marketplace
  • Application marketplace
  • Case study
  • Cloud service brokerage

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