2
Power of intermediaries
Threats from buy- side intermediaries such as business-to-business exchanges are arguably
fewer than those from sell- side intermediaries, but risks arising from using these services
should be considered. These include the cost of integration with such intermediaries, par-
ticularly if different standards of integration are required for each. They may pose a threat
from increasing commission once they are established.
From the review above, it should be apparent that the extent of the threats will be
dependent on the particular market a company operates in. Generally the threats seem to be
greatest for companies that currently sell through retail distributors and have products that
can be readily delivered to customers across the Internet or by parcel. Case study 5.1 high-
lights how one company has analysed its competitive threats and developed an appropriate
strategy.
M05_CHAF6542_06_SE_C05.indd 202
7/23/14 11:16 AM
203
Do'stlaringiz bilan baham: |