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Abstract:Owing to the rapid growth of the internet, the corresponding Net Economy has evolved into an established trade level. It is characterised by numerous entrepreneurial firms equipped with innovative online business models. Also, traditional firms increasingly utilise the internet in order to optimise business processes and reach customer segments. Technological advances and changes in customer behaviour imply that the physical and the electronic trade levels are increasingly used complementarily. In order to be successful on both trade levels, Real and Net Economy firms inevitably need to approach each other. In this article, we argue that for e-entrepreneurs and traditional SMEs, collaborative concepts represent an ideal way of meeting the resulting requirements. Cross-channel cooperation enables firms to integrate online and offline business models without extending themselves beyond their means or competencies. Drawing on market-and resource-based considerations, we examine the rationale behind collaborative cross-channel strategies, propose a classification of cooperation forms and give implications for e-entrepreneurs and managers of traditional SMEs.

On the basis of a competence model for IT experts in Internet-based ventures we empirically analyze founder preferences. These preferences are examined in dependency of the innovativity of the founders' products. We identify four different competence profiles which correspond to prototypical IT experts with different key activities. The data evaluation suggests that the competence profiles preferred by founders with innovative products differ from those preferred by founders with less innovative products. The results are relevant both for career decisions of IT experts as well as for founders of Internet-based companies.

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LetsWorkIt.de is a German B2C platform for different kinds of service and handcraft orders. Based on the concept of reverse auctions, demanders compose descriptions of the required services to place orders on the platform. The supplier bidding lowest at the end of the auction obtains the right to carry out the order. Drawing upon and widely confirming existing theories on e-marketplaces, this article examines the underlying electronic business model and the competitive strategy of LetsWorkIt. The case provides evidence that the reverse auction-based intermediation of handcraft and service orders is suitable to form the basis of an e-marketplace and points out that for such ventures a combination of public relations, performance marketing and cooperation represents an ideal strategy to increase the number of demanders and suppliers. Moreover, the case suggests that, depending on the business model, it may be feasible to concentrate marketing activities on one of these two customer groups, since LetsWorkIt has managed to achieve a significant number of successful, high-quality auctions by primarily aligning its competitive strategy with the demand side.