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Different types of online intermediary and influencers

As we showed through Figure 2.4, identifying different types of online intermediary as 

potential partners to promote an online business is a key part of marketplace analysis. In this 

section, we take a more in‑depth look at the different types of intermediaries and the busi‑

ness and revenue models they adopt.

Innovative business models

‘The new business models associated 

with the  dot‑  com era were, in fact, 

existing models in an online context. 

Business models and revenue models 

have not changed.’

Debate 2.2