The digital economy is characterized by numerous
phenomena in the global business environment,
including, but not limited to globalization, digitalization,
virtuelizaciju, and disintermediation [8]. The
phenomenon of globalization has internationalized
economy expanding market reach, scope and speed.
Borders gave way to electronic constraints that enable
millions of businesses through various, mainly online
oriented initiatives to carry out (online) transactions in
seamless manner. Digitization has eliminated the need for
human contact, implying that goods and services are no
longer required to be tangible, making activities directed
towards the development of eBooks, digital music and
the like. On the other hand, visualization has made the
physical location and proximity irrelevant, in addition to
providing opportunities to business transactions to be
carried out in a virtual environment, including
communication between multiple entities on both sides of
the interaction and also communication between one or
more subjects of interaction. Finally, disintermediation
has enabled consumers to bypass intermediaries and
directly reach to the producers.