The concept is taken from online insurance sales but applies equally to online learning. The idea is that an online marketplace can allow distribution of, in this case, CRLFinsurance, through a wide variety of distribution channels. The same holds true for the distribution of, say, learning objects. The technology and design of a learning object marketplace is essentially the same as described in this article. Do follow the 'Related Research' link at the bottom of the page as well.
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