OPERATION MODES IN BUYER-SELLER RELATIONSHIPS IN DIGITAL ECONOMY

The purpose of this study is to further increase understanding of operation modes in buyer-seller relationships in digital economy. Increasingly complex, fast changing, and dynamic business environments provide a rich research environment for analysing operation modes in business relationships. Different new technologies enable to decrease transaction costs in relationships, which in turn reform companies' roles and how the companies are interacting with each other. This study further examines a concept of an operation mode in buyer-seller relationships, which synthesis three kind of parallel project, service, and packaged product of operations in digital economy.