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In this paper we present a framework for automation of distributed market place that is based on intelligent software agents and semantic Web services. A multi-agent environment designed for automation of e-commerce activities such as negotiation between buyer and seller, recommendation, and customer decision making. Furthermore we use a semantic Web service middleware called StraBM , advising managers of e-shops for making appropriate strategic decisions and managing business models. StraBM uses a customized WSMX middleware to generate appropriate strategy and business models.