Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/14643
Title: Cybermediaries in Electronic Marketspace- Toward Theory Building
Authors: Mitrabarun Sarkar
Brian Butler
Keywords: producers and consumers
existing wisdom
intermediaries.
Issue Date: 1998
Publisher: Journala�Of Business Research
Abstract: The in creasing importance of electronic co mm erce mali cs it essentia lto develop a theo,y of vi rtu al va lu e chains. This article conside rs theintermediation process between procluu-rs a nd consumers within elec tr onicmarlicts. We argue that, co 1Hrwy to ex isti ng wisdom, int ennecliwies ivi/1play a liey role in electronic mark ets. Drawing on channel evo lu tionlit era ture and transaction cost economics, we pr esent a set of p ropositionsregarding th e em ergence of cybermcdia ri es and the development of virtua lcha nnel sys tems. J Bus RF, 1998. 41 .2 15-22 l . © 1998 ElsevierScience Inc.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/14643
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