The importance of digital marketplaces to a company's overall eBusiness strategy is crucial, and their role as a means of competitive positioning will dramatically increase over the next 12 months, according to a survey by Arthur Andersen.

The survey, conducted in the US – seen as setting the standards for European companies to follow - revealed that 35 per cent of executives see digital marketplaces as critical to their eBusiness strategy, with an additional 45 per cent acknowledging that digital marketplaces were important to that strategy.

"The benefits and opportunities that digital marketplaces offer are very attractive, and more companies are beginning to see that potential," says Kevin Costello, managing partner of digital markets solutions for Arthur Andersen.

According to Costello, digital marketplaces in the US are clearly past the early adopter stage and are becoming an increasingly important part of mainstream business operations.

"These survey findings validate the importance of digital marketplaces as a key component of an overall business strategy, not just e-Business," continued Costello.

The survey, conducted by KS&R, polled 107 high-level executives from large and mid-size companies, start-up dotcoms and high-technology companies.

Anna Lagerkvist