Cloud service brokerage: Exploring characteristics and benefits of B2B cloud marketplaces

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Paulsson, Victoria
Emeakaroha, Vincent C.
Morrison, John
Lynn, Theo
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Springer Nature Switzerland AG
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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.
Cloud service brokerage , Application marketplace , Case study , API , Marketplace
Paulsson V., Emeakaroha V. C., Morrison J. and Lynn T. (2020) 'Cloud service brokerage: Exploring characteristics and benefits of B2B cloud marketplaces', in Lynn T., Mooney J., Rosati P. and Fox G. (eds) Measuring the Business Value of Cloud Computing. Palgrave Studies in Digital Business & Enabling Technologies. Cham: Palgrave Macmillan, pp. 57-71. doi: 10.1007/978-3-030-43198-3_4
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