Online marketplace service innovation: the case of Lelong.com.my
by Adham Khairul Akmaliah
International Journal of Technoentrepreneurship (IJTE), Vol. 1, No. 2, 2007

Abstract: Successful online marketplace service innovation requires a website platform supporting secure and pleasant trading, plus strategic integration to enhance business profitability and sustainability. This case study examined how one such innovation was introduced into a new – largely unprepared – market, using unproven technology. Interviews with 'Lelong.com.my' founder and information from public sources revealed that this comprehensive online marketplace innovation had evolved gradually through various contextual factors' interactions. Its sustainable success appears to have been achieved mainly by focusing on the tech-savvy market niche, building up a sense of community among satisfied customers, and through the passionate determination of the entrepreneurial team.

Online publication date: Fri, 01-Feb-2008

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