Learning Outcomes:

• Complete an online marketplace analysis to assess competitors, customer and intermediary use of digital technologies and media as part of strategy development
• Identify the main business and marketplace models for digital communications and trading
• Evaluate the effectiveness of business and revenue models for online businesses, particularly online start-up businesses.

Management Issues

• What are the implications of changes in the marketplace structures for how we trade with customers and other partners?
• Which business models and revenue models should we consider in order to exploit the Internet?
• What will be the importance of online intermediaries and marketplace hubs to our business and what actions should we take to partner with these intermediaries?