E-Market and Entrepreneurship‪.‬

INTRODUCTION Research has shown that the e-market, a virtual space where sellers and buyers can communicate, initiate and complete business transactions, can help businesses increase their efficiency and effectiveness and enhance the company's performance (Malone et al., 1987; Bakos, 1998; Brunn et al., 2002). The increasing growth of the e-market in last several years has attracted much attention from academicians and practitioners, but the number of studies on the association of e-markets and entrepreneurship is very limited. Many studies have analyzed numerous benefits and likely challenges of the e-market. However, these studies have mainly focused on discussing the case of existing companies with a number of years in business. Very little attention has been paid to how newly established businesses can benefit from using the e-market and what sort of risks they may face in the process of operating an e-market based transaction.