Surviving in a digital economy: A study of the consultant brokerage industry

The master thesis is written by Andreas Pettersson and concludes the author’s studies
in Industrial and Management Engineering with a focus on innovation and strategic
business development, Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.

Purpose – The purpose of this master thesis is to identify critical factors and create guidelines for traditional consultant brokerage firms to stay competitive in a digital economy.

Methodology – This qualitative study with an abductive approach, gathered data primary from semi-structured interviews. A total 18 interviews were conducted with travel agency executives as well as buyers, sellers, and matchmakers of consultant services. Collected data were analyzed using thematic coding.

Findings – The main findings of this show that traditional matchmakers can take actions to stay competitive if a digital platform enters the market. In addition, the study suggests proactive and reactive measures that organizations can take to address these disruptive forces.

Theoretical implications – The study will provide an understanding of consultant brokerage and their function as a matchmaker in the marketplace. Besides, it will provide an insight into how some traditional matchmakers can survive in a digital economy.

Practical implications – This thesis will provide managers with concrete guidelines on how to react in the event of disintermediation of a matchmaker market.

Keywords – Disintermediation, Business strategy, Reintermediation, Matchmakers, Intermediates, Consultants, Brokers

Paper type – Master thesis

More/source:http://ltu.diva-portal.org

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