The electronic 'go-between service provider': a new 'middle' role taking centre stage

Sandra Vandermerwe

European Management Journal, 1999, vol. 17, issue 6, 598-608

Abstract: While the full impact of the Internet on traditional business models and strategies is yet to be played out, one thing is already certain: it will irrevocably challenge the nature of the traditional middle role. A full spectrum of Internet-driven consequences -- from disintermediation to cybermediation -- has already been observed by numerous academics and practitioners. This article describes a different intermediary: the 'go-between service provider,' who is increasingly challenging traditionalists benefiting from the new market and economic dynamics of our time. This paper, based on case studies and interviews as part of a long-term research project, presents a conceptual framework; lists critical success factors; and assesses the impact of all this on corporate thinking and practice.

Date: 1999
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