¶ … Product Distribution Is Changing
The much-predicted demise of the middlemen, including the fundamental re-ordering of entire distribution networks including the onslaught of the direct selling model, has failed to materialize. The revolution and rapid ascent of disintermediation is being replaced with a much more potentially disruptive force in many industries, and that is a fundamental change in how customers choose to learn and buy products (Shunk, Carter, Hovis, Talwar, 2007). Ironically the disintermediation that was to occur in computer hardware and technologies has given way to a re-intermediation of the value-added reseller (VAR) where knowledge and insight into meeting customer needs is replacing what had been purely theoretical frameworks showing how disintermediation would create more efficient value chains (Mills, Camek, 2004).
Analysis of Disintermediation In The Age of Knowledge-Based Competition
The traditional role of the middlemen, specifically focusing on streamlining the transaction from a manufacturer or service provider to the customer was not dis-intermediated by price, it was changed by two significant...
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