Part II - Structure of the Ecosystem | Chapter 4
Value chains in transition
Analysis of traditional vs. modern value chains and new forms of intermediation.
Core theses of the chapter
Classic linear value chains are increasingly giving way to network-like, platform-based structures. Disintermediation and reintermediation occur in parallel.
Partner Marketing acts as a connecting layer that integrates and coordinates heterogeneous actors. Data, Tracking, and API-based ecosystems form the technological foundation.
Tables
The following tables systematize the core contents of the chapter.
Table 4.1: Classic vs. modern value chains
| Dimension | Classic value chain | Modern value chain |
|---|---|---|
| Structure | Linear, sequential | Network-like, modular |
| Actors | Manufacturers, Wholesale, Retail | Platforms, partners, tech providers, creators |
| Value distribution | Fixed by position in the chain | Dynamic, dependent on data and access |
| Information flows | Unidirectional, asymmetric | Multidirectional, data-driven |
| Control mechanisms | Contracts, quantity disposition | APIs, Tracking, algorithmic optimization |
| Coordination | Bilateral, hierarchical | Platform-mediated, ecosystem-based |
| Flexibility | Low, structural path dependence | High, modular adaptability |
Table 4.2: New forms of intermediation in the marketing value chain
| Intermediation Form | Function | Value creation contribution | Examples |
|---|---|---|---|
| Marketplaces | Aggregation of supply and demand | Access to customer bases, infrastructure | Amazon, eBay, Zalando |
| Retail Media Networks | Advertising space marketing on dealer platforms | First-party data, closed-loop measurement | Amazon Ads, Walmart Connect |
| Commerce tech providers | Technological Optimization of Transactions | Conversion Increase, UX Optimization | Checkout Tools, Exit Intent |
| Affiliate Networks | Standardization and scaling of partnerships | Process efficiency, Publisher access | Awin, CJ, Tradedoubler |
| Comparison portals | Information aggregation and decision support | Search cost reduction, traffic | Check24, Idealo, Verivox |
| Content Publishers | Curation, information, trust building | Attention, recommendation | Specialist media, blogs, testing portals |
Sources
The following sources were used in this chapter or form the basis for the argumentation.
Previous chapter
Chapter 3: Strategic Positioning in the Marketing MixThis website complements the book Partner Renaissance. All content serves to categorize, deepen, and update.