Although digitalization provides excellent tools such as MS Teams, Github, and Skype, true coordination is a managed process. Without the management of joint effort, these tools provide only a way of communication which is not enough for effective operations.

In addition, new companies in the contractual network may not attract customers. Platforms allow to establish trust in multiple ways (e.g. rating), but new companies need to build the reputation in the first place. Because customers prefer trusted counterparties, they will select already established companies in the network, not new companies as they lack trust markers, leaving the new companies in circular causality problem.