Chapter 4. Impact of internet on market-driven decisions

The objective of this chapter is to analyse the changes generated by the Internet technology in the relationships between the different market actors. The Internet technology expands the geographical size of the market, creates fonctions assumed by new market players, modifies consumers’ behaviour and expectations and reinforces the power of the market over the power of the firm. It creates virtual markets where consumers can find customised solutions to their problems, which cut across tradi..