It is a fact that the traditional value chain with several intermediaries between the manufacturer and the end user is changing thanks to the digital transformation. The technologies and tools have evolved and this has led to a change in the behavior of consumers that leads to the emergence of new markets and a new way for relationships.
Within this digitalization of sectors and markets, disintermediation is a real phenomenon and companies consider what approach they should adopt in order for their strategies to be as successful as with the “analog model”.
What is not so evident is that this digitization is leading to a real disintermediation. Perhaps the traditional intermediaries are disappearing, but it is not true that they are not replaced by others.