Objectives of knowledge management

countermediation
. A further example is Opodo (
www.opodo.com
) 
which was set up by nine European airlines, including Air France, BA, KLM and Lufthansa.
Reintermediation
The creation of new 
intermediaries between 
customers and suppliers 
providing services such 
as supplier search and 
product evaluation.
Countermediation
Creation of a new 
intermediary such as a 
publisher or comparison 
site by an established 
company. May be a new 
site or acquired through 
purchase or partnering.
Figure 2.7
Disintermediation of a consumer distribution channel showing (a) the 
original situation, (b) disintermediation omitting the wholesaler, and 
(c) disintermediation omitting both wholesaler and retailer
(a)
Producer
Wholesaler
Retailer
Consumer
(b)
Producer
Wholesaler
Retailer
Consumer
(c)
Producer
Wholesaler
Retailer
Consumer