Stefan Rheinheimer and Freimut Bodendorf
The increasing need for faster, cheaper and better logistical service has brought forwarders, carriers and related services such as customs, banks and handling companies closer together. This suggests a need to adjust coordination mechanisms. Neoclassical theory considers market-oriented coordination superior to hierarchic if the necessary information and communication can be handled. Since these tasks can be taken over by software instead of human agents, basic requirements seem to be fulfilled. This paper outlines how market orientation can be realized in the field of air freight by applying easily accessible communication infrastructures and by considering qualitative aspects in price-finding mechanisms.