Evaluating the role of intermediaries in the electronic value chain

Abstract

E‐commerce enables new kinds of business models to coordinate a value chain. Coordination of the value chain can be accomplished using direct communication or with the help of intermediaries such as brokers, dealers and auctions. The role of electronic intermediaries is becoming increasingly more important. The introduction of new business models in a value chain is a cumbersome process, due to the complexity of the value chain, unclear implications, different goals and interests of the stakeholders and unclear business models. Therefore, there is a need for a business engineering methodology that supports the design and development of new business models by helping the identification of these new business models and by providing insight into the implications of these business models. A business engineering methodology is presented that supports the identification and evaluation of various alternative value chain configurations. The goal of this methodology is to give stakeholders insight into their current, and possible alternative, situations by means of visualization, to evaluate the added value of business models using simulation and to gain experience with the new business models using gaming.