Venturing into e-commerce in the MRO market

Abstract

Eric Croon, head of e-commerce at the Baudoin Group, must make decisions about how to adapt his business to the threats and opportunities posed by the Internet. A central issue is how this leading distributor of mechanical maintenance, repair, and operating (MRO) supplies in Belgium, Luxembourg and the Netherlands should deal with: (1) the Internet's disintermediation threat, (2) large customers upcoming demand for electronic procurement system integration, and (3) the participation of its largest competitor in a digital marketplace initiative for MRO supplies.