For a leading information technology provider, Ventana modeled the potential behaviors of B2B e-markets. Crucial model aspects included the effects of market uncertainty, and the effects of choices made by individual businesses on the general economy. By examining the bottom-line effects for all participants in different B2B market models, Ventana determined which designs and price structures could make participants successful, and which could not. The model revealed unanticipated pitfalls in e-market pricing and cost sharing arrangements, into which uninformed managers could easily stumble. It also suggested a number of new opportunities created by sharing information across supply chains. The client used the model to consider candidate B2B investment strategies.