WTF?: What's the Future and Why It's Up to Us

by Tim O'Reilly

Ronald Coase’s theory of twentieth-century business organization, which explores the question of when it makes sense to hire employees rather than simply contracting the work out to an individual or small company with specialized expertise. Coase’s answer is that it makes sense to put people into one business organization because of the transaction costs of finding, vetting, bargaining with, and supervising the work of external suppliers. But the Internet has changed that math, as Kilpi observes. “If the (transaction) costs of exchanging value in the society at large go down drastically as is happening today,” he writes, “the form and logic of economic and organizational entities necessarily need to change! The core firm should now be small and agile, with a large network.” He adds: “Apps can do now what managers used to do.”