Strategies to take advantage of changes in marketplace structure should also be developed. These options are created through disintermediation and reintermediation (Chapter 2) within a marketplace. The strategic options for the sell-side downstream channels which have been discussed in Chapter 2 are:
• disintermediation (sell direct);
• create new online intermediary (countermediation);
• partner with new online or existing intermediaries;
Prioritising strategic partnerships as part of the move from a value chain to a value network should also occur as part of this decision. For all options tactics will be needed to manage the channel conflicts that may occur as a result of restructuring.
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