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Disintermediation

Part 1. Marketing Strategy

  1. Rajendra Sisodia

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01047

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Sisodia, R. 2010. Disintermediation. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Bentley University, Waltham, MA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Disintermediation refers to the removal or elimination of existing intermediaries from a supply chain. The purpose in doing so is to be more efficient and effective by reducing costs and serving customers better. Reintermediation refers to the addition of new intermediaries in a supply chain (subsequent to disintermediation typically), with the purpose again being to increase efficiency and effectiveness.

Keywords:

  • disintermediation;
  • reintermediation;
  • channels;
  • intermediaries;
  • retailers