This paper seeks to integrate the concepts of embedded exchange and imperso
nal exchange via the notion of integrated markets. The more integrated mark
et exchange is, the more likely that each potential actor in the. exchange
process is linked to a large number of others. As a result, it is less like
ly that buyers and sellers will choose to cheat each other, and market exch
ange thrives. Integration occurs as a result of bridging structural holes i
n social networks and is carried out by entrepreneurial middlemen. Their ac
tivities are characterized by significant increasing returns to scale. Thus
coordination is likely to be necessary for integrated markets to develop.