**6. Discussion and implication of CBIS**

Despite all the possible advantages of IS in the context of online businesses today, the research in CBIS has narrowly focused on the cost related aspects. For instance, lack of customer satisfaction and unmet customer expectations are important inhibitors for online business growth. Trust is also another important aspect of CBIS utilization. Possible risks related to the opportunistic behavior of traders are a traditional reason of higher transaction costs in the CBIS environment, and demonstrates the need for CBIS techniques that build trust.

Two major contributions can be derived from this chapter. Firstly, for CBIS researchers, this chapter presents a detailed survey and useful background information on CBIS. Secondly, for CBIS stakeholders, this chapter suggests that for CBIS utilization and customer satisfaction, the three main pillars, i.e. customers, companies and CBIS regulators are needed. This study also categorized CBIS into several categories namely, independent CBIS, buyer oriented CBIS, supplier oriented CBIS, vertical CBIS, horizontal CBIS and the hybrid CBIS. Depending on the specific needs of the companies, they can employ any type of these CBIS. For example, large organizations that have sufficient resources would own say, a vertical CBIS with a multi-tiered system comprising many suppliers. On the other hand, a group of buyers may choose a buyer-oriented CBIS as a platform for finding the best procurement options. However shorter product life cycles and the demand for a larger number of derivatives have driven companies to be adaptive as well as responsive to the volatile environment. This suggests that they may need to consider a hybrid type of CBIS, which provides the benefits of both say the vertical and horizontal CBIS. Research on CBIS categories also ignores important aspects of customer needs and activities that may neutralize many of the hypothesized competitive benefits of fundamental firms. For instance, consumers who need instantaneous satisfaction may be unenthusiastic to rely on CBIS vendors who ship products by courier. Therefore, in this context the hybrid CBIS category involving the use of both virtual and physical presence to attain the needs of purchasers may be a better option.

Without any of the three pillars of CBIS as mentioned earlier, it is unlikely that the CBIS will be sustainable. A CBIS regulator plays a major role in the CBIS industry as they set the rules and regulations in order to control the CBIS applications. In some countries such as Saudi Arabia where there are many regulations relating to culture and religion, CBIS regulators have a huge effect on the sustainability of CBIS. Hence CBIS owners (or operators) need to consider the influence of this pillar. Obviously, the customer as a second pillar of CBIS also plays a very important role for its sustainability, without these pillars the CBIS will not function. Earlier customer focused CBIS research were mainly on the operational, implementation and adoption aspects of CBIS. However, with the introduction of Service Science Management and Engineering (SSME) by IBM, there is a now a focus on value (customer perspective) and value co-creation between stakeholders. Similarly, the company as the third pillar is also equally important. Together these three pillars should work together to co-create value for the stakeholders.
