The Evolution of Business Networks in Virtual Marketplaces

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This project investigates the evolution of business networks and the development of players? strategies in future generation marketplaces. It builds on our electronic trading environment currently being developed. Here, an immersive virtual world marketplace, populated by avatars representing people and agents, contains tools for accessing and presenting all contextual information. It enables observations and measurements that cannot be achieved in physical marketplaces. Network mining techniques will examine those relationships that shape and are shaped by the innovation and entrepreneurial process. The project will develop techniques that guide these evolving relationships towards innovation, which will be trialed in a real market.