@article{c50c523bc2e54a088a55d5af2f089be5,
title = "Bridging and bonding in exchange networks: A structural embeddedness perspective of B2B digital intermediation",
abstract = "We adopt a structural embeddedness perspective to explore how network structure shapes the type of value-creation opportunities that digital intermediaries can exploit and to understand the capabilities that they require to be successful in the context of different network structures. Through two comparative case studies, we find that different tie architectures and exchange structures form the push forces to shape the opportunities for digital intermediaries. Based on the type of network position they intend to occupy, digital intermediaries can increase their chance of success by developing distinct capabilities for bridging and/or bonding. The two cases also show that bridging benefits may be easier to obtain but harder to defend and scale, while bonding benefits are harder to obtain but easier to defend and scale. The findings are used to develop theoretical propositions related to successful digital intermediation in different network structures.",
keywords = "Bonding, bridging, digital intermediation, structural embeddedness",
author = "Xinlin Tang and Arun Rai and J. Wareham",
note = "Funding Information: While the challenges for a digital intermediary to assume a hub role are significant, they can assume such a role more easily, if they earn the trust and obtain the political support from key actors that are confronted by the challenge of coordination, as this leads to the flow of legitimacy and reputation to the digital intermediary [68]. e-gatematrix{\textquoteright}s strong relationship with Gate Gourmet, AirCo{\textquoteright}s largest, long-term supplier, was a major reason that it received a five-year contract from AirCo. Gate Gourmet seeded the idea with AirCo to outsource the coordination of in-flight services to e-gatematrix and also committed to participate in a collaborative network with e-gatematrix as the hub. e-gatematrix{\textquoteright}s entrance into the in-flight service network of AirCo was enabled by AirCo{\textquoteright}s and Gate Gourmet{\textquoteright}s political support and their endorsement of e-gatematrix{\textquoteright}s vision to leverage IT to achieve multilateral coordination. Thus, e-gatematrix was strategically positioned to promote the norms and values of digital collaboration across the AirCo in-flight services network, which greatly facilitated achieving the necessary cooperation from the various suppliers in the network. Similarly, the additional data that we collected also reinforces the importance of strong relationships between the intermediary and key actors in other in-flight services networks. For example, Sky Chef was supported by LSG when it entered into a hub role for the network (it was later acquired by LSG to become LSG Sky Chef, which is now a subsidiary of Lufthansa). Similarly, Alpha Flight was supported by the Autogrill Group and was later acquired by it.",
year = "2011",
month = feb,
doi = "10.1109/TEM.2010.2058852",
language = "English",
volume = "58",
pages = "4--20",
journal = "IEEE Transactions on Engineering Management",
issn = "0018-9391",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
number = "1",
}