Electronic commerce has been proposed to have a major impact regarding threats and opportunities for intermediaries in many industries.
Marketing channel intermediaries were in the early days of electronic commerce considered to add only cost and limited value, where upstream par- ticipants pursuing electronic commerce strategies threatened such intermediaries by attempting to bypass them (see e.g. Bakos, 1998; Vandemerwe, Corresponding author.
E-mail addresses: niklas.aldin@eki.liu.se (N.Aldin), fredrik.stahre@eki.liu.se (F. Stahre).1999).