Malone middleman5/4/2023 Cuddy, and Peter Glick, “Universal Dimensions of Social Cognition: Warmth and Competence,” TRENDS in Cognitive Sciences 11, no. Thomas Petzinger Jr., The New Pioneers: The Men and Women Who Are Transforming the Workplace and Marketplace (New York: Simon & Schuster, 1999): 61. My approach, which organizes middlemen’s roles by the type of problems they alleviate, combines elements from theories of marketing, economics, and sociology. Brian Jones, “A History of Schools of Marketing Thought,” Marketing Theory 5, no. Marketing scholars have long catalogued middlemen’s functions, such as sharing risk, transporting goods, and others for an overview, see Eric H. Fernandez, “Structures of Mediation: a Formal Approach to Brokerage in Transaction Networks,” Sociological Methodology 19 (1989): 89–126. One pair of sociologists have suggested the roles of coordinator, liaison, representative, gatekeeper, and itinerant broker. Scholars in various fields have proposed many different ways of classifying middleman roles. Spulber, “Should Business Method Inventions Be Patentable?” Journal of Legal Analysis 3, no. Spulber, Market Microstructure: Intermediaries and the Theory of the Firm (New York: Cambridge University Press, 1999), 21.Į-mail correspondence with Daniel Spulber, September 28, 2011. Although some of his predictions proved incorrect, Gates did accurately predict that those middlemen who continue to add value will thrive.ĭaniel F. Bill Gates, The Road Ahead (New York: Viking, 1995), 182.
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