By John Hagel III
This article explores the impression and power of the web to upend the connection that hyperlinks enterprise with their clients. It explains how company can place themselves as advocates or brokers that aid clients maximize the price in their facts.
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Additional resources for Net worth: shaping markets when customers make the rules
These problems are difficult enough when the customer is actively searching for a product to meet a specific need. The problem becomes even more severe when customers are browsing for productsin other words, when they don't know in advance what product they want. The may not even be planning a purchase. As product offerings proliferate, the effort required to browse through thousands, if not millions, of product variants within specific categories becomes like searching for the proverbial needle in a haystack.
This section also discusses the specific market arenas that might first spawn infomediary businesses and the existing businesses that might take advantage of this opportunity. Part II, "Entry Strategies," goes into considerable detail regarding the three stages of evolution of an infomediary business. The final chapter in this section analyzes the economic performance and economic drivers shaping value creation in an infomediary business. This section will be of greatest interest to those who actually want to build an infomediary business.
And so should the seller bewareand be ready with an offer to the consumer. Page 19 The Rise of the Infomediary Consumers won't have the time, the patience, or the ability to work out the best deals with information buyers on their own (nor will vendors have time to haggle, customer by customer). In order for consumers to strike the best bargain with vendors, they'll need a trusted third partya kind of personal agent, information intermediary, or infomediaryto aggregate their information with that of other consumers and to use the combined market power to negotiate with vendors on their behalf.
Net worth: shaping markets when customers make the rules by John Hagel III