The Evolution of Electronic Marketplaces: an exploratory study of internet-based electronic within the American Independent Insurance Agency system

Evolving competitive, organisational and technology environments drive organisations to continually evaluate how information technology resources can be exploited for competitive value. The emergence of a global information infrastructure has spawned an entirely new area for competitive exploitation, electronic marketplaces. This paper first presents a review and synthesis of the conceptual and empirical literature on electronic marketplaces. Drawing upon multiple theoretical perspectives, we develop a framework for analysing their potential influences on market and industry structure. This conceptual framework is then applied to an empirical assessment of the potential of the Internet as an electronic marketplace for the American Independent Insurance Agency System. "It was no accident that salesmanship had a renaissance in the merchandising of insurance, the invisible commodity. For insurance was complicated and required detailed explanation to everybody, but especially to the democratic millions who in America would have the opportunity to become insurance customers... the abstract and complex qualities of insurance together with its intimate and personal aspects, continued to keep it as a last preserve for the salesman against advertising" Daniel Boorstin, Librarian of Congress