ByDeborah Austin It's more about "good old capitalism" than revolutionary business-to-business exchanges, says Zona Research Inc.'s recent Zona Market Report, "Virtual Logistics: Exchange Services And Fulfillment In Electronic Supply Chain Management (eSCM)". The study analyzes how and why companies are deploying eSCM, and anticipated results. Primary reason to implement eSCM? Increasing customer satisfaction, said 66%. Only 15% cited linking to business-to-business (B2B) exchanges -- the lowest reason given. Sixty percent said recapturing their eSCM investment would take at least two years. "Companies are concentrating on getting more value from their existing businesses rather than banking on as yet unrealized new markets even though those markets may be huge," says Jack Staff, Zona chief economist. Redwood City, Calif.-based Zona provides market research and strategy consulting for the Internet industry.