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Disintermediation in Business-to-Business Service Channels: Mechanisms and Challenges
Authors:Fredrik Nordin  Danilo Brozovic  Maria Holmlund
Affiliation:1. School of Business, Stockholm University , Stockholm , Sweden fn@fek.su.se;3. School of Business, Stockholm University , Stockholm , Sweden;4. Department of Marketing , Hanken School of Economics , Helsinki , Finland
Abstract:Purpose: The aim of this article is to delineate a number of different disintermediation mechanisms within the context of business-to-business (B2B) service channels and to identify the specific challenges associated with adopting these mechanisms.

Methodology: The research was conducted in accordance with abductive reasoning, moving continuously between the empirical world of 4 industrial (B2B) firms and the model world.

Findings: This article delineates a choice of 6 disintermediation mechanisms and their attendant challenges within the context of industrial service channels.

Contribution: The article provides an original conceptualization of disintermediation, which is detached from the traditional understanding of the concept. As such, it constitutes a useful starting point for the development of a formal theory of disintermediation.

Implications for Practice: This article should be useful for practitioners, because it presents various disintermediation options available to industrial firms faced by undesired intermediaries in their industrial service channels.
Keywords:service  disintermediation  industrial marketing  intermediaries  servitization  industrial marketing  business marketing
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