<p>The social change, with Internet as one of its innovations, is changing the way business is conducted. The main objective is to study and get a better understanding of the use of Internet as a new sales channel when there already exist a sales channel including middlemen. A description is made covering the decision situation and three areas that are affecting the decision - relationships to the middlemen, added value in the channels, and financials. European airlines as represented i Sweden and US airlines were interviewed. For explorative purposes interviews have been made with travel agents. No primary data is collected from the travel customers. Security issues and other barriers for Internet adoption are not studied. The conclusion of the study is that managers should focus on action more than"rational decison making". If the middlemen will be bypassed it is important to communicate with them. It is also necessary to have upper management's support. One of the driving forces for implementing Internet as a sales channel in the airline industry is to create customer ownership. Three generic formats for doing so is identified - learing relationship, verical facilitator, and meta intermediary.</p>

The social change, with Internet as one of its innovations, is changing the way business is conducted. The main objective is to study and get a better understanding of the use of Internet as a new sales channel when there already exist a sales channel including middlemen. A description is made covering the decision situation and three areas that are affecting the decision - relationships to the middlemen, added value in the channels, and financials. European airlines as represented i Sweden and US airlines were interviewed. For explorative purposes interviews have been made with travel agents. No primary data is collected from the travel customers. Security issues and other barriers for Internet adoption are not studied. The conclusion of the study is that managers should focus on action more than"rational decison making". If the middlemen will be bypassed it is important to communicate with them. It is also necessary to have upper management's support. One of the driving forces for implementing Internet as a sales channel in the airline industry is to create customer ownership. Three generic formats for doing so is identified - learing relationship, verical facilitator, and meta intermediary.