Economical bases [treatment]
The understanding for the special qualities of e-business arises from the turning away from the neoclassical microeconomy., Among the rest, she assumes homogeneous goods, perfect market transparency and the absence of preferences and proceeds with it on a high, but unrealistic abstraction level. A description closer to reality of the economic life allows the new institution economics (NIÖ).
Within the scope of the institution economics the transaction costs play an important role. The Internet can lower costs of a transaction in the searching phase and preparation phase. Also in the winding up phase chances exist to the lowering of the transaction costs. All together the costs sink for market transactions and the coordination about markets becomes more advantageous.
Nevertheless, there it is overlooked the fact that it concerns, on this occasion, only variations of the neoclassical period, though are more differentiated than the original neoclassical period, but as these simplifications and fictions have to the base. Also it is neglected that the bare cost advantages cannot be translated in competitive advantages if, in principle, everybody can realise these advantages. Under this condition the cost advantages become competitive disadvantages (Nicholas G. Carr, Dozing IT of matt? Information Technology and the Corrosion of Competitive Advantage, HBS Pressing in 2004) or are at best in an extreme prize competition of short duration (Frances Cairncross, The Death of Distance 2.0, Texere in 2002)