Title: Online marketplace service innovation: the case of Lelong.com.my

Authors: Adham Khairul Akmaliah

Addresses: Faculty of Economics and Business, Universiti Kebangsaan Malaysia, 43600 UKM, Bangi, Selangor, Malaysia

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.

Keywords: service innovation; new venture development; online marketplace; online auctions; infrastructure service; Lelong.com.my; Interbase Resources; Malaysia; technoentrepreneurship.

DOI: 10.1504/IJTE.2007.016957

International Journal of Technoentrepreneurship, 2007 Vol.1 No.2, pp.220 - 254

Published online: 01 Feb 2008 *

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