Interorganizational Networks of E-Intermediaries: an Exploratory Study

In this theory-building research, we seek to understand how the emerging systems of e-intermediation influence the evolution of novel inter-organizational networks. We chose Yoox, a leading eintermediary in the fashion industry, as an exemplary case. We found that the core technological capabilities of the e-intermediator, rather than deterministically triggering a single coordination strategy (as mainstream literature predicts), have been exploited to develop a range of interaction approaches, including market, hierarchy, and cooperative network relationships. At this phase of our research in progress, we can extract provisionary propositions from our field study. The most representative propositions we elaborated are the following: (i) when Information and Communication Technologies (ICTs) empower e-intermediation B2B interactions, they can effectively support market, hierarchy, or cooperative network interactions; that is, ICTs facilitate interorganizational dynamism; (ii) e-intermediation does not encourage, per se, preferential or typical inter-organizational coordination forms. Partnering organizations develop market and/or hierarchy and/or cooperative network interactions depending on their perceptions of irreplaceability, as well as on other factors such as managerial strategies, concerns, and previous relational experiences; (iii) in e-intermediation business networks, the e-intermediary’s technological leadership is more likely to produce a long-term competitive advantage if it is leveraged to feed and enrich the e-intermediary’s relational leadership dynamically over time.