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The role of e-malls in B2C e-commerce: a classification framework and the comparison between Italian and US cases
by Raffaello Balocco, Andrea Rangone, Paolo Cardano, Rodolfo Valacca
International Journal of Electronic Business (IJEB), Vol. 2, No. 2, 2004
Abstract: In recent years, e-malls have played an important role in the B2C e-commerce landscape. Nevertheless, little attention has been paid in academic and professional literature to the analysis of this e-commerce model. The goal of the paper is to provide a detailed picture of the e-mall landscape in Italy, to propose a classification framework to define the essence of the different e-mall business models and to carry out a benchmark analysis with best practices in the USA to highlight the main differences between the Italian and the American markets.

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