Cybermediaries in Electronic Marketspace: Toward Theory Building

Mitrabarun Sarkar, Brian Butler, Charles Steinfield
Journal of Business Research

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excerpt This article addresses the nature of intermediation in electronic marketplaces. We have argued against the idea that intermediaries are likely to disappear. In fact, it is our contention that within electronic markets, cybermediary firms are likely to be more common and diverse than intermediaries in traditional markets. The transaction cost analysis presented above suggests that increased outsourcing of channel functions is likely to result in a prominent role for cybermediaries in the electronic environment. Electronic markets will require a more complex set of producer-consumer mediating needs, which in many cases will be best provided by cybermediary firms. 220 on 6/3/2019, 5:08:36 PM

cites The Economics of Organization: The Transaction Cost Approach on 6/3/2019, 5:11:41 PM

cites Intermediaries and Cybermediaries: Sarkar, Butler and Steinfield on 6/3/2019, 5:16:41 PM

Automated Media: An Institutional Theory Perspective on Algorithmic Media Production and Consumption cites Cybermediaries in Electronic Marketspace: Toward Theory Building on 6/3/2019, 4:40:03 PM