Intermediaries and Cybermediaries: Sarkar, Butler and Steinfield

Mitra Barun Sarkar, Brian Butler, Charles Steinfield
Journal of Computer-Mediated Communication

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excerpt *Integration of Consumer and Producer Needs.* Intermediaries must deal with problems that arise when consumer needs conflict with the needs of producers. In a competitive environment a successful integrated intermediary must provide a bundle of services that balances the needs of consumers and producers and is acceptable to both. For example, a producer may wish to inform consumers about the existence of a good while consumers would rather it were filtered out as part of the product search and evaluation process. on 6/3/2019, 5:22:11 PM

references Nielsen Corporation on 6/3/2019, 5:24:04 PM

excerpt Using basic transaction cost theory, we illustrate that the outcome of greater rather than less intermediation is just as plausible an outcome. Our analysis suggests that ubiquitous information infrastructures can lead to any of four possible outcomes: a reinforcement of existing direct producer‐to‐consumer links, the use of the network by producers to bypass intermediaries and link directly to consumers, a reinforcement of an existing intermediary structure, and the emergence of new network‐based intermediaries. on 6/3/2019, 5:25:20 PM

Cybermediaries in Electronic Marketspace: Toward Theory Building cites Intermediaries and Cybermediaries: Sarkar, Butler and Steinfield on 6/3/2019, 5:16:41 PM