Knowledge Intermediation in Regulated Electronic Commerce Environments. The Case Study of NETMA (Nato Eurofighter and Tornado Management Agency)

Although ecommerce is often seen as a tool for the direct connection between sellers and buyers, the function of “digital intermediation” is critical. While the presence of intermediaries is considered usual in the case of “open electronic markets” - where a proper and trustworthy environment has to be established in order to perform spot transactions - their role can be equally important in the case of regulated ecommerce systems i.e. in contexts where long-term partners set a strict agreement on the conditions, rules, and standards for electronic transactions. Indeed, ecommerce is not just a matter of "exchanging orders electronically", but implies an articulated exchange of knowledge. In this paper, we argue that the role intermediaries in ecommerce, as well as their managerial implications, can be better understood if these mediating functions are seen as functions of knowledge intermediation between electronic traders. The paper presents the study of NETMA, an agency whose role is to underpin electronic transactions between parties in the e-procurement system of spare parts for military aircrafts within NATO. The case study highlights that even in a highly regulated environment the role of knowledge intermediary between trading parties is essential and involves different complex activities.